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.

Digital and alternative advertising lift overall ad spending in 2021: As spending returns to pre-pandemic levels, it’s become clear advertisers find emerging channels more appealing than traditional ones.

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.

Influencer marketing spending in the US will surpass $4 billion in 2022, with a rising share going to smaller influencers. Social platforms will expand their creator tools for smaller influencers. With more tools, brands will have a wider roster of creators to choose from. Efficiency and measurement will be key pain points next year.

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.

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.

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.

Video is growing as a proportion of US social network ad revenues but will only amount to a third of total spending this year, we forecast.

On today's episode, we discuss what to make of Meta's turnaround user growth and slowing ad sales. "In Other News," we talk about the most important thing to pay attention to when it comes to influencers this year and whether Reels is Facebook's future. Tune in to the discussion with our analyst Jasmine Enberg.

We expect US shoppers to spend $45.74 billion on products or services ordered via social platforms in 2022. That’s up by close to $10 billion from 2021. Drivers of AR Shopping in Social Media. There are three main reasons why marketers should look to using AR in their social commerce strategies today:. Consumer interest in using AR for shopping and buying is growing.

Smaller influencers will need to work with brands to earn a living, despite new revenue streams. Creator economy programs like tipping and micropayments are intended to help smaller creators make more money, but so far, few are getting paid. Twitter’s “Super Follows” feature generated only $6,000 in US iOS revenues in its first two weeks, per data from Sensor Tower.

Black Rifle Coffee is shifting its marketing spend to influencers, as well as podcast and sports sponsorships. The challenges D2C retailers face are evident in the companies’ slowing growth rates. We estimate that digitally native brands’ D2C ecommerce sales growth in the US will slow to 18.2% this year, a marked decline from 40.0% just two years ago.

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.

Close to 75% US marketers will tap influencers for campaigns this year, up about 5 percentage points from 2021.