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For example, the percentage of influencer affiliate conversions that included a coupon was 32.3% in H1 2024, up from 8.8% a year earlier, according to Awin data. Read the full report, Affiliate Marketing 2024.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

What it means: Marketers should still be reaching consumers on social media platforms, where US consumers spend 17.9% of their time spent with digital media, per our forecast. But consumers may be suspicious of ads served to them via social media.

Livestream commerce is a massive business in TikTok parent ByteDance鈥檚 home country of China, where consumers spend hours watching shoppable live videos hosted by celebrities and influencers. We expect shoppers in China to spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales. TikTok Shop may have already hit a roadblock in the US.

Many of these opportunities focus on connected TV, but US adults will spend an average of 54 minutes per day watching mobile video in 2022. Dealing with influencers directly may give brands more control. eMarketer expects spending on influencer marketing in the US to hit $4.99 billion in 2022 with strong growth going forward, and the bulk of this activity will be on mobile.

Advertisers are eagerly spending in retail media鈥檚 off-site channels, including connected TV (CTV). Advertisers will spend $6.55 billion on off-site retail media ads in 2023, more than they鈥檒l spend on influencer marketing ($6.16 billion) and within shouting distance of their digital audio services ad spending ($7.08).

They recognize social media as a critical touchpoint in the B2B buyer鈥檚 journey, leading to better engagement and higher revenue growth. Social media data is key for personalization.

People are spending more time in group chats and DMs. Earlier this year, a New York Times Magazine headline declared that 鈥済roup chats rule the world.鈥� Users are spending more time in private messaging spaces such as texts, Instagram DMs, WhatsApp, and platforms like Discord. These spaces are a reprieve from the onslaught of influencer posts, ads, and divisiveness common on social feeds.

Case in point: influencer marketing is the third most popular channel among large ecommerce retailers in 2024, but consumers rank its influence as low relative to other channels. Instead, consumers feel more swayed by paid and organic search, broadcast advertising, event marketing, and email. Grow your brand-building team.

Fewer than one-fifth (19.2%) of US social shoppers saw shopping-related content from creators or influencers in Instagram鈥檚 Broadcast Channels, per our US Social Commerce survey. And only 10.4% said the same for group chats or DMs. Creators鈥� efforts to diversify revenue streams could stifle social messaging鈥檚 growth.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

OOH鈥檚 synergistic relationship with social media and influencers extends to DOOH as well, but the integration has clearly reinvigorated static displays. A Morning Consult/OAAA survey conducted in March 2023 found that 39% of adults would be likely to repost an OOH ad with an influencer, creator, or celebrity to their social accounts. The inclusion of QR codes in creative is easing direct response.

We estimate that US affiliate marketing spending will top $10 billion for the first time this year and will exceed $15 billion in 2028. Click here to view our full forecast for US affiliate marketing spending. Some advertisers and publishers have gotten off to a rough start in 2024. Revenue growth for some has not recovered after a tough end to 2023.

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.

Brands can no longer solely rely on the feed or Stories to capture users鈥� attention. Marketers are showing up in spaces where users are spending time and where running a traditional ad isn鈥檛 an option, like a post鈥檚 comments section or in group chats.

As more ad dollars flow into influencer marketing, creators want to develop viable businesses that are less reliant on the whims of individual brands or social platforms. Brands are looking beyond TikTok to build community.

While it may be too early to divert spending now, advertisers should wait to see which platforms are most attractive to influencers and follow high-value audiences to their destinations. But regardless of how long it takes for the ban dilemma to play out, advertisers should think now about where to distribute their eggs if they find themselves without a basket.

When it comes to influencer marketing, the platform also lags behind key competitors. Spectacles could provide Snap with new spaces to monetize via ads and expand its business model, which also includes subscriptions via Snapchat+.

Brand deals remain the No. 1 way that creators earn income, but revenue streams like merchandising and subscriptions are rising fast. Some 39.4% of US social media users had made a purchase from an influencer or creator-founded brand in the 12 months preceding our March 2024 survey, for example.

The vertical鈥檚 spending on digital advertising will surge 12.5% this year, driven by a 14.2% spike in pharma, per our estimates.

A major issue is the rise of 鈥渕ade for advertising鈥� (MFA) sites鈥攚ebsites focused on generating ad revenues rather than delivering quality content. These sites have sparked debate as advertisers struggle with the gray areas of media placements. Bolton notes that only 1 in 3 advertisers are familiar with MFAs, and even they lack consensus on handling these sites.

While children still spend an average of a little over an hour (1:13) per day with linear TV in 2025, we expect that to continue declining into 2026, when YouTube will surpass linear TV, per our forecast. This is tied to cord-cutting as well as YouTube鈥檚 availability and content diversity compared with traditional TV.

By 2030, Gen Z will have an estimated $12.6 trillion in spending power, per Nielsen IQ, but they are choosy about how they spend it. 71% of Gen Zers sometimes or always buy a cheaper version of name-brand products, per a Business Insider and YouGov survey. 51.1% of Gen Z shoppers purchased a product they discovered on social media within the past six months, a July 2024 蘑菇AV survey found.