Key stat: Nearly 60% of TikTok viewers are more likely to trust a brand after hearing about it from a creator compared with hearing about it from a standard, in-feed ad, said Sam Kimmel, global creator partnerships lead at TikTok, during a CreatorIQ webinar.

TikTok will beat Facebook in time spent in 2025, with US adults spending over 5.19 billion total minutes per day on the platform, while they will spend a total of 5.02 billion total minutes per day on Facebook, according to our forecast.

Shein made an unforced error: Its attempt to improve its public image by inviting influencers to its 'innovation center' only drove more scrutiny as it pursues an IPO.

“Consumer acquisition costs have gone up. Data is harder and harder to access. It’s trickier to figure out how to target our consumer in the right way.” That’s Kendra Scott’s CMO Michelle Peterson, summarizing the state of marketing right now. The jeweler has found success both online and in-store by leveraging its D2C roots, pushing a viral TikTok presence, and working with the right influencers.

Influencers may be an attractive option for brands looking to broaden their reach, but if a creator isn’t able to promote the service or product, it can come off as inauthentic and turn consumers away. Brands looking for a way to promote their products should look to longer-term brand ambassadorships. Here are three reasons why.

VC funding for creator-focused startups has plummeted in the US, even as these startups multiply. Last year, funding dropped by 51% YoY, while the number of creator-related startups increased by 550%, per The Information. This is part of a greater trend of cooling VC investment.

The creator economy has permeated nearly every industry and redefined how people think about making a living. But the landscape is changing, driven by shifts in relationships between the key stakeholders.

2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.

As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?

Despite inflation continuing into the new year, we believe that influencer marketing will endure. Why? Trust may have a little something to do with it.

Nearly 90% of CMOs and senior marketing executives are planning to increase their marketing budgets in 2023, according to a recent survey by Matter Communications. The top area of investment will be public relations and social media, which over two-thirds of marketers say provided the most ROI over the past year.

On today's episode, we discuss what's behind Meta's revenue decline for a second consecutive quarter, what to make of things one year after the Meta rebrand, and the state of the company's metaverse initiative. "In Other News," we talk about whether being an influencer is sustainable and the chances that TikTok will become the first true super app in the West. Tune in to the discussion with our analyst Debra Aho Williamson.

Affiliate marketing is getting a second wind as emerging publishers and creators attract a new crop of advertisers. Here’s a refresher on the benefits of affiliate marketing, as well as a word of caution for advertisers interested in giving it a try.

Ahead of its third-quarter earnings, Meta has expanded its ad offerings for Instagram, Messenger, and Reels.

Creators and influencers are looking for ways to diversify platforms in order to increase audience outreach, foster community, and assure they’re not at the whims of any single social media algorithm.

High-end luxury is having a moment. Consumers in this category haven’t been hurt by inflation the same way the average US consumer has, so brands need to elevate to hold onto them.

We’ve increased our forecast for US influencer marketing spend for next year from $4.6 billion to over $6 billion, following TikTok’s explosion.

Across the board, links in creator bios are the most popular form of TikTok creator marketing. Duets and stitches, where creator content and brand content are joined in the same video, are also popular among mid-size businesses. This type of content, which is relatively inexpensive but requires original content in addition to creator content, ranks lower with small and large businesses.

TikTok’s influencer marketing takeover is nothing short of astounding. In 2019, the app accounted for 2.3% of US spending on creator campaigns. This year, TikTok’s share will reach 15.5%, beating Facebook’s 14.8%. Instagram will remain on top with 44.7%.

Brands working with influencers are focused on generating interactions and leads. More than 60% of US social media marketers partner with creators primarily to foster engagement, and roughly the same share do so to reach new audiences.