We forecast that US retail ecommerce sales of health, personal care and beauty products will surpass $53 billion this year, up 18.6% from 2018, making it the second-fastest growing category among those we track—slightly slower than food and beverage.

Social commerce is on the rise as visual platforms like Pinterest and Instagram fill a need for product discovery. By developing an effective social commerce strategy, brands and retailers can drive awareness, affinity, consideration and conversion.

Measuring influencer attribution is already an issue for marketers, and the recent privacy updates on browsers like Apple’s Safari and Google Chrome aren’t going to make things easier.

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

According to a survey from Simmons Research completed in August 2018, an average of 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites. This is higher than one-fifth of total adult respondents who said the same.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses how marketers are using influencer marketing successfully and getting past some of the issues holding the tactic back.

Despite industrywide calls to combat fraud, fake followers are still a top concern among influencer marketers.

There are now more than 500,000 active influencers operating on Instagram alone, according to a study by InfluencerDB. That’s 39% of all Instagram accounts with more than 15,000 followers. And among this group of active Instagram influencers, 81% have followings between 15,000 and 100,000.

We may believe we’re each living in our own social media bubble full of like-minded folks, but new survey data suggests that some of us are being persuaded to change our minds thanks to social posts.

Some marketers deploying influencer campaigns in China use the terms "KOL" and "wanghong" interchangeably. Do you know the difference?

A new study finds that social media users who have been swayed to make a purchase based on a stranger's recommendation were most likely to buy products like clothing, electronics or beauty items.

Influencer marketing operates differently in China than in other markets, mainly due to its unique social platforms. For one, influencers are known as key opinion leaders (KOLs), and an ecosystem of incubators and handlers can help turn an ordinary person into a KOL.

Instagram is widely accepted to be the leading platform for most brand-influencer collaborations. But that isn't the case in every country around the world—at least not yet.

Influencer marketing is mainstream, but the way in which marketers work with influencers varies from country to country. Here are the platforms, paths to purchase and regulations for 13 key countries and regions.

Kamiu Lee, CEO of Activate, explains how to effectively use the power of influencers for various marketing goals, from awareness to conversion.

Laura Brinker, vice president of beauty brand partnerships at Influenster, explains why the influencer market has evolved toward microinfluencers, and why influencer marketing is here to stay.