蘑菇AV

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

Today鈥檚 podcast episode of The Banking & Payments Show examines if the financial services sector should leverage social media influencers. In 鈥楽tory by Numbers,鈥� we discuss how the majority of users have seen someone reviewing or recommending financial products on social platforms and what this means. In 鈥楩or Argument鈥檚 Sake,鈥� we argue nicely about whether the risks of using finfluencers outweigh the rewards. Listen to the conversation as host, Rob Rubin, welcomes analysts Jasmine Enberg and Lauren Ashcraft to the podcast.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we鈥檝e compiled a generation-by-generation breakdown on how and where to reach them.

Gen Alphas鈥� anti-aging skincare regimen causes concerns: Brands and retailers are under pressure to disclose product risks as tweens copy their favorite beauty influencers.

A B2B influencer is an expert or thought leader in a specific industry or professional niche. They can help a B2B company stand out in a competitive market, reach its target audience, and guide informed purchasing decisions through insights and recommendations

Despite TikTok鈥檚 strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok鈥攁nd YouTube Shorts.

On today's podcast episode, we discuss what a TikTok ban could do to the creator economy, if chatbot influencers are the future, and the changing ways creators are making their money. "In Other News," we talk about who Americans trust most (and least) with AI. Tune in to the discussion with our analyst Jasmine Enberg.

On today's podcast episode, we discuss if influencers can actually deliver both upper- and lower-funnel outcomes, the common successes (and mistakes) brands make when blending influencer and affiliate tactics, and how best to align influencer content with a brands message. "In Other News," we talk about Frank McCourt's bid to buy TikTok and what to make of Meta shutting down 'Workplace'. Tune in to the discussion with our analyst Max Willens and Carissa Flinders, the team lead of influencer partnerships for AWIN.

Creators are diversifying their revenue streams beyond influencer marketing. That鈥檚 a net positive for the creator economy, but it also puts some creators in direct competition with brands for consumer spending.

Sponsoring influencers and/or buying ad inventory against influencer content should be a key strategy in Gen Z targeting. Influencer content resonates with Gen Z because of the ease of consumption on smartphones and shareability.

Brands could scatter influencer marketing dollars. Despite its outsize role in the growth of the creator economy, TikTok represents somewhat of a middle ground within influencer marketing. In 2024, TikTok accounted for 17.2% of influencer marketing spending, per our forecast.

News influencers and creators have stepped in to fill that role, offering real-time commentary on events and issues using natural language and in a more engaging format. That鈥檚 resonating with consumers on both sides of the aisle. Consumers also look to creators to confirm their beliefs. Unlike traditional journalists, independent creators and influencers can鈥攁nd do鈥攑rovide partisan points of view.

Invest in influencer marketing. Influencer marketing can replicate word-of-mouth marketing when issuers partner with trusted creators. Many young consumers view their favorite creators as one of their 鈥渇riends鈥� and therefore tend to follow their advice: Almost half of Gen Zers (48%) and 44% of millennials trust products recommended by influencers, per YouGov.

This process can not only identify potential influencer partners, but also help brands avoid controversial influencers for brand safety reasons. How easy is it to implement? Several companies have influencer-ID tools that use genAI technology.