TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.
Article
| Jan 30, 2024
Chart
| Feb 22, 2024
Source: IPG Mediabrands; Snap Inc.
Chart
| Feb 22, 2024
Source: Snap Inc.; IPG Mediabrands
Chart
| Feb 22, 2024
Source: IPG Mediabrands; Snap Inc.
Despite TikTok’s strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok—and YouTube Shorts.
Report
| Sep 28, 2023
Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.
Article
| Mar 28, 2024
If you’re trying to appeal to Gen Z, “hire Gen Zers,” said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers.
Article
| Feb 22, 2024
Forecasts
| Jan 24, 2024
Source: Insider Intelligence | eMarketer
TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram—users' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok’s social commerce endeavors, the platform isn’t starting from scratch. Here’s a look at TikTok’s social commerce strategy and potential in five charts.
Article
| Sep 15, 2023
Super Bowl ads pack stars and influencers: It’s a strategic blend aiming to charm Gen Z and boost brands beyond TV.
Article
| Feb 6, 2024
On the podcast we discuss what to expect as banks deploy more AI in 2024. We chat about several use cases for AI, like customer service and chatbots, personalized banking services, fraud detection and prevention, credit scoring and risk assessment, as well as personalized marketing. In “Place Your Bets,” we distribute 10 points to four predictions in order to rank the relative likeliness that each one will come true. We rank the following to see which is most likely to happen in 2024: news stories about overzealous chatbots stops banks from rolling them out, regulators squash attempts to use AI for investment advice, the deployment of AI enables banks to initiate massive layoffs, and small banks and credit unions are able to win more customers because of their deployment of AI for customer service. Listen to the conversation with host Rob Rubin and our analysts Jacob Bourne and Gadjo Sevilla.
Audio
| Feb 6, 2024
The Hollywood strikes are revealing the full power of creators. They’re accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here’s how marketers, social platforms, and media companies should respond.
Report
| Sep 1, 2023
TikTok and Instagram battle for social commerce dominance. What the past few months of TikTok trends teach us about marketing to Gen Z. Methodology: Data is from a December 2023 Morning Consult survey as cited on LinkedIn. 2,201 US adults were surveyed online during November 2-3, 2023. There is an unweighted margin of error of +/-2 percentage points.
Article
| Dec 18, 2023
Report
| Jan 11, 2023
Chart
| Jan 24, 2024
Source: EMARKETER
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.
Article
| Jan 4, 2024
Chart
| Jan 12, 2024
Source: YouGov
Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.
Article
| Sep 1, 2023
Chart
| Sep 27, 2023
Source: Insider Intelligence | eMarketer
Chart
| Sep 27, 2023
Source: Insider Intelligence | eMarketer
As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.
Report
| Dec 19, 2022
The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.
Report
| Jun 27, 2023
Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn’t) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.
Article
| Nov 20, 2023
On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.
Audio
| Nov 9, 2023
On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.
Audio
| Nov 6, 2023