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Key stat: 87% of Gen Zers say online reviews had at least a little influence over their decision to purchase a product, according to January data from CivicScience. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024 YouGov data. 46% of worldwide consumers switched brands/retailers after hearing a positive review from a social media influencer,

And this debate, to me, feels especially timely because one of the topics that I cover really heavily here at eMarketer is the creator economy and influencer marketing. And I have been saying that 2024 has been this year of legitimacy for creators and for influencers and that finally, influencer and creator is really starting to make up a bigger part of marketing strategies. Alex Schultz (15:50):.

They are also more likely to leverage video marketing and influencer marketing, both of which rely heavily on social media for distribution and engagement. Younger marketers are taking advantage of the broad audience reach and high engagement levels social media platforms offer through paid solutions, achieving better outcomes for their social campaigns.

The Influencer Marketing Factory.

Partnering with Spotter strengthens Amazon鈥檚 foothold in the creator space, providing opportunities for traditional ad placements and influencer-driven campaigns. With its tech assets and interactive ad options, Amazon is evolving into a fully integrated media powerhouse.

AI-powered avatars are likely to make inroads in Asia-Pacific鈥檚 influencer marketing and live commerce鈥攂oth of which have boomed in China and Southeast Asia thanks to human influencers. AI-powered avatars such as Indonesia鈥檚 Rini (@rini_ibuonline) by AvataraLabs will soon be as lifelike as humans in promoting products.

As access to young consumers鈥� information becomes increasingly hard for brands and marketers to collect and access, spending could shift away from platforms like Instagram or TikTok toward channels with less stringent privacy measures, like connected TVs or influencer marketing. That鈥檚 a sign that marketers should diversify their ad budgets now rather than waiting for the shoe to drop.

One in 5 kids learn about money through social media and influencers. 35% of parents are concerned about the quality of financial information children access online. What this means for bank marketers: Banks that want to reach Gen Alpha must first build relationships with their parents.

Only about 13% of social media influencers possess relevant qualifications in finance, raising concerns over the reliability of their advice and the risk of falling short when compared with more credentialed sources.

Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.

TikTok influencers have encouraged 鈥渃ash stuffing鈥�, in which consumers withdraw large amounts of cash and stick to a budget by putting the cash into envelopes designed for specific expenditures. Our take: Despite the rise in mobile wallets and other digital payments in the UK, cash as a payment method cannot be forgotten.

YouTube鈥檚 popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children鈥檚 entertainment.

Many of those customers feel emboldened by the ease of engaging in such practices (as demonstrated by social media influencers) as well as the relatively low stakes鈥攚ith the worst outcome being that they have to pay for their purchases.

Consider partnering with an influencer or building on social media trends to make content more relatable. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Creators and influencers on TikTok now face potential reductions in engagement that could result in plummeting advertising and endorsement profits. In addition, regulatory pressure and the stigma of a ban could accelerate an exodus of users and businesses toward competing social media platforms, with Meta likely benefiting the most, per CivicScience.

It's used often interchangeably with the word influencer, but influencer, of course, has a bit of a negative connotation these days. I don't think that's necessarily fair, and I've been advocating for injustice for the word influencer.

Influencer marketing is likely to benefit from this signal loss as marketers can tap into creators that have built an audience of young users. Several platforms including TikTok, YouTube, and others are emphasizing shopping features and introducing avenues to connect advertisers with creators.

Cooking recipes are the most popular form of influencer-created social media content, according to 51% of worldwide social media users, per a February 2024 report from Snap Inc. and IPG Magna.

A multidimensional influencer strategy calls for the integration of affiliates and ambassadors. However, it also begs the question: How can marketers effectively work with influencers in the affiliate channel?

More businesses engage with creators: $5 billion will be spent on influencer marketing this year, up more than $1 billion from 2021, in part driven by the return of travel and travel marketing.

For example, since Gen Z frequently turns to social media for health advice, marketers should meet them there with trusted resources and information while partnering with credible influencers. 52% of Gen Zers (tops among all generations) say they鈥檙e open to getting phone or email alert reminders to schedule doctor鈥檚 appointments, exercise, and engage in other healthy activities.

Other influencer marketing agencies are sure to prioritize LinkedIn moving forward, especially since sponsored content will see double-digit growth in the US over the next few years, per our forecast. Click here to view our full forecast for US influencer marketing spending. Creators are becoming more reliant on LinkedIn.

鈥淩etailers should consider partnering with creators who showcase the latest finds and best deals from their stores, while brands should target category-specific influencers, who may have smaller followings but higher trust levels of trust.鈥�. Trend: Presenting dupes as premium can convert buyers into private label.

If TikTok is banned in the US鈥攚hich is increasingly unlikely under an incoming Trump administration鈥攐nly 14% of influencers think Shorts will take its place, per First Insight. 33% believe Facebook Reels will be the next major player if TikTok goes away, and 32% say it will be Instagram Reels.