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Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.

The influencer marketing industry finds itself at an inflection point in more ways than one, and agencies must adapt to stay afloat.

What a TikTok ban means for healthcare and pharma: Health influencers, marketers, and patients have all gravitated toward TikTok in recent years. We examine the implications of a ban on each.

Horizon Media is hunting for acquisitions: The US agency is targeting companies in the influencer marketing and retail media sectors.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

Amazon takes on social media 颈苍蹿濒耻别苍肠别谤蝉鈥� product testimonials: If influencers don鈥檛 disclose their relationships with sellers, those merchants could find themselves suspended from the platform.

Dr. Oz could be investigated for violating FTC influencer marketing guidelines: A consumer advocacy group triggered the investigation. We examine the complaints and explore what this scrutiny means for healthcare influencers.

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.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

TikTok鈥檚 brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.

High-quality visuals or graphics would be the highest factor for AI-generated ads to grab the attention of both millennials (45%) and Gen Zers (50%), according to an October survey from Interactive Advertising Bureau (IAB) and Sonata Insights. While celebrity or influencer endorsements would be the least effective way to get millennials (12%) and Gen Zers (17%) to take note.

Later acquires Mavely for $250 million: The deal integrates influencer monetization tools, enhancing measurable ROI and full-funnel marketing capabilities.

Social health influencers can change physicians鈥� prescribing choices: But only if a campaign focuses on certain factors physicians value, like credibility.

Here鈥檚 what healthcare and pharma brands need to know about making social health influencers a bigger part of their marketing strategies in order to sway consumer decisions.

Social media fuels micro-dosing trend with Ozempic: The trend speaks to the power of social health influencers, but emphasizes responsibility to marketers who need to make sure consumers are getting the most accurate drug information on the channel.