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Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Middle East and Africa in Perspective. This Middle East and Africa report highlights key takeaways from consumer polling in the five diverse countries that make up the region.

鈥淐reator and influencer partnerships are where I see the strongest correlation between brand marketing and performance,鈥� said Kaye. 鈥淚t also has to work well on the organic side as well as the paid side. It鈥檚 a marketer鈥檚 version of 'Tetris.'鈥�. Across marketing channels, creative and performance strategies succeed most when they work together, he said.

And some TikTok health influencers have called it out as being harmful to people who have sleep apnea or a deviated septum, according to MM+M. Not all sleepmaxxing ideas are bad, though. For example, many sleep specialists say weighted blankets are therapeutically beneficial. And some devices that track sleep patterns are cleared by the FDA.

Meta shares its earnings with creators: New Reels ads expand choices for brands and revenue opportunities for influencers.

Over one-quarter of Hispanic consumers (26%) say online influencers they follow are useful sources of health information, a figure that rises to 36% among Hispanic men, per MBH.

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.

GLP-1s have become exceptionally popular due to celebrity and influencer endorsements. A surge in prescriptions is coinciding with ads communicating the drugs鈥� benefits and where consumers can access them. Big Pharma tends to advertise more in election years, according to MediaRadar.

While influencers bring authenticity and engaged audiences to partnerships,to create the best campaigns, brands need to uphold their side of influencer marketing relationships. 鈥淎ffiliate creators want and desire deeper or more lasting, sustainable partnerships with brands,鈥� Mike Balducci, general manager of affiliate, ecommerce, and payment solutions at CreatorIQ, said during a CreatorIQ and Ipsos webinar last week. 鈥淭hat鈥檚 actually really great news for brands because long-term partnerships, as we know, deliver a much better result over time.鈥�

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Western Europe in Perspective. Traditional media maintains a firm hold on many consumers in Western Europe. The region is home to four of the top 10 countries in the world with the highest median age: Italy, Spain, Germany, and Greece.

The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. 鈥淲e鈥檝e had sleeper hits [with] micro-influencers,鈥� said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is 鈥済oing to be trial and error,鈥� said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

Influencers remain affiliate鈥檚 flavor of the month. As creators and influencers continue to climb marketers鈥� list of strategic priorities, affiliate networks, platforms, and agencies have stepped up their courtship of influencers.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.

Despite inflation continuing into the new year, we believe that influencer marketing will endure. Why? Trust may have a little something to do with it.

We鈥檝e increased our forecast for US influencer marketing spend for next year from $4.6 billion to over $6 billion, following TikTok鈥檚 explosion.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

Marketing budgets, though under scrutiny, are expected to rise in 2023. That鈥檚 especially true for influencer marketing due to Instagram鈥檚 entrenchment and TikTok鈥檚 ascent with users.

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

Regulators enforce influencer marketing standards: Google and iHeartMedia face a lawsuit for radio ads in which hosts lied about using the Pixel 4 phone.

Creators and influencers are looking for ways to diversify platforms in order to increase audience outreach, foster community, and assure they鈥檙e not at the whims of any single social media algorithm.

Influencer marketing has a disclosure problem: The Crypto market in particular has seen top creators push what turned out to be scams, costing followers millions.

On today's episode, we discuss how companies feel about influencer marketing in a recessionary climate, how big the influencer space is, and the best practices for working with creators. "In Other News," we talk about how much Americans trust social media versus national and local news and what the user counts across Meta's platforms tell us. Tune in to the discussion with our analyst Jasmine Enberg.