On today's episode, we discuss where B2B marketing is headed and what some of the biggest challenges will be along the way. We then talk about our brand new influencer marketing spending forecast, what to make of TikTok Stories, and Instagram testing ads within its Shops tab. Tune in to the discussion with eMarketer principal analyst Jillian Ryan and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

US influencer marketing spending will rise by 33.6% in 2021 to $3.69 billion. Our inaugural forecast shows that US marketers will allocate nearly $1 billion more to influencer marketing this year than they did in 2020, representing the strongest spending growth in the industry since 2019.

Influencer marketing spending in the US is set to grow more than 30% this year and surpass a key milestone. According to our inaugural forecast on US influencer marketing spending, the category will exceed $3 billion in 2021 and will surpass $4 billion next year.

Facebook earnings: The company's Q2 earnings could shed light on the effects of Apple’s iOS 14.5 update, but it’s still on track to clear $100 billion in revenues by the end of the year.

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.

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Debra Aho Williamson discuss whether TikTok has a future and what that might look like. They then talk about Instagram's new music-based augmented reality feature, how much the influencer market might take a hit and a new revenue-sharing agreement with Instagram creators.

Seventy-two percent of US and UK consumers who follow influencers said they were spending more time on social media since the outbreak.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss polarization on Facebook, whether kids spend more time on TikTok or YouTube, how much people trust influencers, Facebook trying to make TV social, out-of-home advertising in Q1, podcast ad skipping, pyramids where they shouldn't be and more.

Identifying public figures who inspire trends, such as social media influencers and content creators, to evaluate partnership opportunities. This is developing into a powerful tool at a CMOs’ disposal, as demonstrated by the steady rise of influencer marketing spend in the US.

But product lines are just one revenue stream out of many and, for most creators, don’t generate significant income. In an April 2021 survey by influencer marketing platform Mavrck, just 3.2% of US influencers said they generated the most money from selling their own merchandise. Affiliate links was a more significant source of income, cited by 9.3%. Monetization and Ad Product Updates.

The competition: As TikTok and Instagram continue to dominate the overall creator landscape, Twitter’s updates seem to be focused on attracting and retaining a certain kind of influencer: writers, journalists, and mainstream celebrities, particularly intellectual thought leaders.

Creators will be able to keep up to 97% of all revenues after platform fees for in-app services, but that amount will drop to 80% after a creator has made at least $50,000 in earnings. Rolling Tips out globally. Through Tips, users can send one-time payments directly to creators.

I think that audio is an extension of influencer marketing in many ways, with the rise of podcasts and their hosts having unique and dedicated followings and a range of audience sizes for very relatable advertising.

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.

Creators on these platforms receive a portion of the revenues earned from paid ads on their livestreams. Pre-roll video: Video ads that run before livestreams are available on Twitch, YouTube, Facebook, and Twitter. Pre-roll ads may be limited to certain devices depending on the platform.

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.