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For example, Capital One has received over 8,000 mentions from 216 YouTube influencers since 2017, per The Financial Brand. Although some of those are likely organic, the bank has officially partnered with influencers in the past鈥攖o promote its cafe, for example鈥攑er agency Influencer Matchmaker.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

Environmental causes are opposed by only 12% of users in that Hootsuite study, but just 3% of US consumers think influencers are effective at promoting sustainability and environmental causes. At the same time, social media users value honesty (67%), authenticity (61%), and relatability (52%) in influencer content鈥攁ll traits that have been on display during this crisis.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

滨苍蹿濒耻别苍肠别谤蝉鈥� sway over retail sales grew. Several TikTok influencers are fueling a pre-tariff spending frenzy by urging viewers to bulk-buy their favorite products now before prices rise, per The Wall Street Journal. That type of content helped drive up influencers' share of revenues to retail sales on Cyber Monday to 20.3%, up 6.8% YoY, per Adobe. Shoppers were barraged with marketing messages.

This maturation will bleed into a range of verticals, including influencer marketing and social media strategy. From deprioritizing virality to sharing data across channels, here鈥檚 what marketers are focused on in 2025. Using AI to personalize, rather than generalize.

Its new video focus could broaden its appeal to consumers while helping professional influencers find a larger audience. LinkedIn has also dabbled in daily puzzle games, similar to those of The New York Times, to boost user engagement. Capturing creators: Influencers and Gen Zers are diving into LinkedIn.

Peer-to-peer (P2P) recommendations carry more clout than influencer partnerships. Independent comments, reviews and ratings, and friends鈥� posts and recommendations are more likely to drive conversion than endorsements from content creators and influencers, per Retail Economics and TikTok.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Influencer marketing. We estimate that over 80% of US marketers will use influencer marketing this year and that spending in this area will grow 16% YoY to over $8 billion in 2024. Some holding companies are meeting this demand by forming or acquiring agencies focused on social media influencers.

Young US adults increasingly consume news from influencers, many of whom lean right politically, creating opportunities for conservative content creators to shape narratives. Twenty-seven percent of these influencers identify as Republican, outpacing their Democrat counterparts at 21%. Yes, but: Not everyone has figured out how to successfully monetize political loyalty.

Celebrity and influencer endorsements matter more to beauty buyers than other categories (16.2%). Influencers have significantly more sway among Gen Z and social shoppers. Gen Z consumers are more than 2.5 times as likely to be swayed by celebrity and influencer endorsements of beauty products (30.1% versus 12.1%), per our Path to Purchase survey.

But as influencers emphasized in our recent interview, try not to over-script their content, as it can make them seem less authentic to their audiences. It鈥檚 also imperative affiliates know the type of metrics you鈥檒l be monitoring, so they can also monitor and work toward shared goals.

Use this chart: Marketers can use this chart to make the case for taking risks online or to pitch partnerships with celebrities and influencers. They can also use it to caution against posting 鈥渃ringe鈥� or dated content. Related 蘑菇AV reports:. How CMOs Balance Brand Integrity and Bravery (蘑菇AV subscription required). Data Drop: 5 Charts You Need in 2025 (蘑菇AV subscription required).

Watching influencer content is a growing form of media consumption in the US. The survey found 18.3% of respondents had watched an influencer video or vlog in the past week. When asked if they used a paid-for membership to follow influencers, 8.4% of respondents had done so. Respondents ages 16 to 24 overindexed on influencer video consumption, at 27.9%. Device Ownership.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

This year, for the first time, GMI respondents were asked whether they followed influencers via vlogs or paid-for creator platforms. Some 18.1% watched influencer videos, while 6.3% paid to follow. Both figures were slightly below the US ones. Device Ownership. Smart home product ownership in Canada is relatively high, at 23.3%, ranking No. 7 globally.

East Asia and Oceania was No. 1 in paying to follow creators and influencers. At 13.7%, the region ranked well ahead of most regions in the West. China鈥檚 15.2% penetration rate pulled up the region as a whole. For nonpaid watching of influencer videos, the region ranked No. 3 globally, at 24.4%. The region ranked No. 1 in voice assistant usage.

Attracting creators: With a TikTok ban looming and US influencer marketing spending set to grow 16% this year to $8.14 billion, Snap is attempting to position itself to seize creators looking for TikTok alternatives and marketers eager to partner with popular figures. Snap鈥檚 requirements for monetization are steep, meaning they will reward creators who invest heavily in producing on the platform.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report. It鈥檚 a product of homegrown digital giants that dominate the service landscape and government policy that steers consumers away from international influences.

Content from influencers was the least trusted source for both cohorts, despite their affinity for influencers in other areas. Though health influencers aren鈥檛 their most trusted source, most young consumers follow or engage with them.

Without it, they鈥檒l need to find a new way to get in front of younger consumers. 59% of Gen Zers use it. 43% turn to it to find banking information. 50% use its influencer content to research products and services before making a purchase.

The opportunity: RedNote is China鈥檚 leading social media platform for influencer-driven campaigns, with 59% of brands choosing the platform for viral brand building, per Pjdaren. There are 140,000 brands on RedNote, per Vogue Business. By comparison, TikTok said it was the preferred platform for 5 million businesses in 2023.

The average creator payout reached $4,206 per transaction across all tiers, from nano-influencers (1,000-10,000 followers) to mega-influencers (1 million+ followers), typically disbursed on 30- to 60-day cycles. Engagement rose 159% to 23.4 billion interactions. Why it matters: The CreatorIQ analysis draws from its database of over 1,200 global brands and agencies.