Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That’s because the dynamics of the influencer-brand deal landscape are evolving.

Digital grocery will become the largest ecommerce category by 2026, according to our US Digital Grocery 2024 report. To grow their share of digital grocery sales, brands need to understand what motivates consumers to buy groceries online, how the digital grocery experience can be improved, and where growth opportunities lie.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024—but their path to purchase is anything but straightforward.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike’s finance chief said the company is planning for a “subdued macro outlook” and Paramount mentioned “softness in the global advertising market.”

Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

Brands and marketers have an increasingly prominent presence at the annual technology, arts, and culture festival in Austin, Texas, which this year took place from March 8 to 16. We break down the key topics that drew the most attention from attendees.

They feel they’re lagging behind others they see on social media, but they don’t understand exactly what financial goals to aim for.

Don’t let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And “TikTok-famous” is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

MrBeast will create a reality series for Prime Video: In a move that defies platform allegiance, YouTube’s most popular creator will help generate a hit for Amazon.

Our latest forecast and exclusive consumer surveys highlight the most compelling omnichannel opportunities for fashion brands, retailers, and marketers.

YouTube’s streaming lead is solidified: The platform enjoyed a yearlong reign as the leading streaming service, strengthening its position in measurement negotiations.

Gen Zers’ financial aspirations and spending habits aren’t in line with their economic reality. Banks can help them manage their expectations and plan for the future with engaging financial education—boosting Gen Zers’ customer lifetime value in the process.

Last December, TikTok user Lukas Battle posted a video proclaiming that 2024 is all about loud budgeting, which encourages consumers to open up about how they spend their money and take pride in saying no to unnecessary purchases.

To out-influence Gen Zers’ favorite financial social media creators, banks should mimic certain finfluencer strategies.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

The beauty and cosmetics sector brought in $94.36 billion in consumer spending last year, claiming the title of the fastest-growing retail category in the US, per our The US Beauty Consumer report. With most consumers planning to boost their beauty budgets in 2024, the sector’s defiance against cautious spending habits is set to continue, driven by the enduring “lipstick effect,” the rise of dupes and Chinese-associated ecommerce giants, and more.

In 2024, social will move from being a siloed, ancillary tactic to a core part of the marketing mix. And as more companies recognize the value of culture and community in driving conversions, creators will also shape more marketing plans.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.