This report focuses on legacy and digital media content publishers, but it’s worth noting that influencers are also active publishers in affiliate networks and account for some of the channel’s recent growth. “We see pretty significant revenues coming in from social media channels. Influencers are a large and growing part of that.

Virtual influencer Dong Dong—one of many who are forecast to be a big part of the metaverse—made her debut via the company’s Taobao shopping app during the Winter Olympics. Through collaborations with fashion brands such as Burberry and Coach, the ecommerce giant sold NFTs during the 2021 Singles’ Day events. Baidu.

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.

Social media stories are growing in importance for consumers and marketers. Here’s how businesses can make the most of stories for organic marketing, influencer marketing and paid advertising.

When in doubt, trust the experts. They can be in-house or external, so long as they are fluent in internet culture. Memes can quickly become outdated or have hidden meanings that many brands may not understand. Insider Intelligence and eMarketer research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

In the new media value chain, influencers are efficient at aggregating these audiences. The most effective influencers—which can mean any trusted personality or celebrity—use authenticity to create brand affinity.

Facebook announced in February that political candidates using paid partnerships with influencers will have to register as political advertisers, and influencers must disclose that relationship in their posts. Influencer posts will not be added to the Ad Library.