On today’s podcast episode, we discuss where creators make their money, why nano-influencers are becoming increasingly sought after, why it’s getting harder for creator content to break through, and the biggest challenges in measuring the impact of influencer campaigns. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.

As brands incorporate creators and influencers into more of their marketing and advertising strategies, they are fueling the growth of the creator economy, while making it more competitive and complex.

Health influencers drive real behavior, but trust rests with doctors and patients. As creators gain reach, healthcare marketers must harness influence while protecting credibility, safety, and compliance in a high-risk category.

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.

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.

Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.

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.

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