Clubhouse has buzz, but social audio isn’t as simple as it looks. The most promising marketing use cases are for thought leadership, virtual events, and influencer marketing.

The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

On today's episode, we discuss the opportunities and challenges within social advertising and how automation will play its part. We then talk about what to expect from micro- and nano-influencers in 2022 and what the most interesting social media video statistics are. Tune in to the discussion with global director of marketing at Smartly.io Riikka Söderlund and eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Faze Clan's public offering will be a proving ground for public creator economy companies: The organization started in 2010—before influencers and creators were the norm—and its market performance could foreshadow similar moves from newer companies.

On today's episode, we discuss why viral commerce will be the "it" trend this year and why micro- and nano-influencers are making a comeback. We then talk about what to expect from TikTok in 2022 and livestream shopping expectations. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Some 44% of communications specialists worldwide said that using social commerce and improving processes to shorten the path to purchase would be a top trend for influencer marketing in 2022, per a September 2021 Influencer Intelligence survey. That was behind only AI-powered conversation and personalization within influencer marketing campaigns (49%).

As influencer relationships continue to infiltrate and cross the partnership chasm, the incentives might be different and therefore warrant a correlative approach in terms of incentive deployment, attribution, and reward type.

YouTube and Instagram will remain highly relevant venues for influencer marketing and social commerce in 2022. Brands should take a multiplatform approach to reach wider audiences and drive sales from social media this year. YouTube.

Some larger influencers can (quite literally) afford to forgo new brand sponsorships, while demand among smaller influencers will grow. Predictions. Increases in social commerce will create more influencer sponsorship opportunities for marketers. Marketers will gravitate toward influencers with smaller followings to get more bang for their buck.

Creators have been complaining about the fund since it launched for paying less than other platforms and prioritizing payments to influencers with pre-established large followings. Micro-influencers have had trouble with (or outright been unable to) applying due to a bug that’s been present since February.

Some larger influencers can (quite literally) afford to forgo new brand sponsorships, while demand among smaller influencers will grow. Noteworthy in Key Industries. Social Media. Social Platforms Will Expand Creator Tools for Smaller Influencers.

Videos by influencers accounted for 76% of the nearly 2 trillion minutes US consumers spent watching social video in Q4 2021, per data from Tubular. That was well ahead of both brand video and media company video. Video accounts for a growing proportion of creators’ content on social media.

In 2021, paid social was the top channel where enterprise marketers wanted to use influencer content, per Linqia’s March 2021 survey. Video ads using creator content can also outperform brand-produced videos. They’re often more natively compelling, relevant, and authentic, while still featuring branding elements and, in some cases, links to a brand site.

On today's episode, we discuss whether Facebook has reached a turning point, how people now feel about digital ads, if the world is ready for eSports endorsers or finance influencers (aka finfluencers), the pandemic pet boom, what we keep learning about customers' needs, how to make sure you treat in-office and remote workers fairly, a town with free alcohol, and more. Tune in to the discussion with eMarketer analysts Nina Goetzen and Blake Droesch, and senior analyst at Insider Intelligence Jasmine Enberg.