LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn’s push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

ShopMy gains traction in making creator marketing measurable: The platform, which is used by more than 550 brands, raised $77.5 million at a $410 million valuation.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. “We’ve had sleeper hits [with] micro-influencers,” said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is “going to be trial and error,” said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

The power of creators is alive and well—despite reports suggesting the opposite. Marketers are increasing, not cutting, their influencer spending, particularly on TikTok. But creator partnerships may not be right for every marketer, as challenges from brand safety to measurement persist.

On today's episode, we discuss the opportunities and challenges within social advertising and how automation will play its part. We then talk about what to expect from micro- and nano-influencers in 2022 and what the most interesting social media video statistics are. Tune in to the discussion with global director of marketing at Smartly.io Riikka Söderlund and eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

On today's episode, we discuss why viral commerce will be the "it" trend this year and why micro- and nano-influencers are making a comeback. We then talk about what to expect from TikTok in 2022 and livestream shopping expectations. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Small influencers poised to gain more brand followers: As social commerce capabilities expand and new tools power the creator economy, the demand for micro-influencers will take off.

The company formerly known as Facebook will face its toughest challenges ever, while viral commerce will take center stage, TikTok-style short videos will evolve, and social audio will fade away.

The past two pandemic-driven years have accelerated digital transformation and consumer behavior. Here are our top 10 trends to watch in 2022.

When Blink Fitness had to temporarily close its doors at the height of the pandemic, the company quickly shifted its focus to where consumers were: online.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

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.

After Facebook’s tumultuous year, the future of social media is in question. In this report, we predict what’s in store for 2019.

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.