Last year, Bud Light’s flip flop on working with transgender influencer Dylan Mulvaney and Target’s removal of some LGBTQ+ Pride displays left consumers upset. Some 77% of consumers say they would abandon brands that reverse their support for diversity, equity, and inclusion pledges, according to the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing.
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| Feb 20, 2024
Meta shares its earnings with creators: New Reels ads expand choices for brands and revenue opportunities for influencers.
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| Oct 10, 2022
Many brands on TikTok have even begun to turn to influencers from the Gen X and baby boomer generations to help distill their messages. With the threat of a TikTok ban waning in the UK, marketers should continue allocating spend to the platform. The UK banned TikTok from all government devices earlier this year.
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| Jul 25, 2023
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.
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| Apr 4, 2023
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| Apr 5, 2023
A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.
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| Mar 20, 2023
On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.
Audio
| Mar 17, 2023
US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay. Nearly two-thirds of US influencer marketers plan to use the video sharing app in 2022.
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| Jan 19, 2022
Despite inflation continuing into the new year, we believe that influencer marketing will endure. Why? Trust may have a little something to do with it.
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| Dec 23, 2022
We’ve increased our forecast for US influencer marketing spend for next year from $4.6 billion to over $6 billion, following TikTok’s explosion.
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| Sep 9, 2022
Will influencer marketing spending face budget cuts? Some sectors hit by economic turmoil could take a hit, but overall growth looks poised to continue.
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| Jun 28, 2022
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.
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| Dec 22, 2021
Marketing budgets, though under scrutiny, are expected to rise in 2023. That’s especially true for influencer marketing due to Instagram’s entrenchment and TikTok’s ascent with users.
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| Nov 18, 2022
Regulators enforce influencer marketing standards: Google and iHeartMedia face a lawsuit for radio ads in which hosts lied about using the Pixel 4 phone.
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| Nov 30, 2022
Creators and influencers are looking for ways to diversify platforms in order to increase audience outreach, foster community, and assure they’re not at the whims of any single social media algorithm.
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| Sep 30, 2022
Influencer marketing has a disclosure problem: The Crypto market in particular has seen top creators push what turned out to be scams, costing followers millions.
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| Aug 15, 2022
On today's episode, we discuss how companies feel about influencer marketing in a recessionary climate, how big the influencer space is, and the best practices for working with creators. "In Other News," we talk about how much Americans trust social media versus national and local news and what the user counts across Meta's platforms tell us. Tune in to the discussion with our analyst Jasmine Enberg.
Audio
| Nov 14, 2022
As political advertising grows, social media's role has evolved: More ad collars are flowing to CTV now, though campaigns are approaching influencers to support candidates.
Article
| Nov 8, 2022
TikTok’s influencer marketing takeover is nothing short of astounding. In 2019, the app accounted for 2.3% of US spending on creator campaigns. This year, TikTok’s share will reach 15.5%, beating Facebook’s 14.8%. Instagram will remain on top with 44.7%.
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| Aug 24, 2022
Close to 75% US marketers will tap influencers for campaigns this year, up about 5 percentage points from 2021.
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| Jan 20, 2022
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| Jan 21, 2022
On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.
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| Jan 23, 2023
On today’s episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.
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| Jan 9, 2023
On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Brad Essig, CMO at PDC Brands (which includes Dr Teal's), to discuss how the brand works with celebrities and influencers, the major consumer insight it gleaned that transformed its marketing, the partners it enlists to bring marketing campaigns to life, and the genesis of its new "Soak It In" campaign.
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| Jan 12, 2022
On today's episode, we discuss what to make of Meta's turnaround user growth and slowing ad sales. "In Other News," we talk about the most important thing to pay attention to when it comes to influencers this year and whether Reels is Facebook's future. Tune in to the discussion with our analyst Jasmine Enberg.
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| May 4, 2022