From Influencer Marketing to Digital Payments
Article
| Jan 18, 2023
Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.
Article
| Nov 18, 2022
On today's episode, we discuss Netflix choosing Microsoft to help with the streaming service's upcoming ad-supported tier, the need for a chief media officer, what to make of inflation still not slowing down, whether YouTube is the future of cable, whether customers will buy into in-car subscription services, an unpopular opinion about the term "influencer," what exactly a "black box" really is, and more. Tune in to the discussion with our analysts Dave Frankland, Evelyn Mitchell, and Max Willens.
Audio
| Jul 22, 2022
On today's episode, we discuss Peloton's strategy to sell through Amazon, how much people really trust influencers, what to make of The Walt Disney Co.'s new membership program, what to do about a tidal wave of returns, which brand has the least intrusive ads, an explanation of what makes retail apps sticky, how much different countries spend on their militaries, and more. Tune in to the discussion with our vice president of Briefings Stephanie Taglianetti and analysts Dave Frankland and Suzy Davidkhanian.
Audio
| Sep 15, 2022
On today's episode, we discuss whether the metaverse is even a good idea, what comes after primetime advertising, how powerful gaming influencers are, what everyone is doing on their second screens while watching TV, dislike buttons getting the thumbs down, the best "working from somewhere" tips, a little-known secret about the Statue of Liberty, and more. Tune in to the discussion with eMarketer senior forecasting analyst Peter Vahle and principal analysts at Insider Intelligence Suzy Davidkhanian and Paul Verna.
Audio
| Nov 19, 2021
On today's episode, we discuss why the US is considering a TikTok ban; where influencers, users, and advertisers will go if there is one; and how marketers can prepare. "In Other News," we talk about what Meta's latest job cuts say about the company and what its plans look like for a Twitter rival. Tune in to the discussion with our analyst Jasmine Enberg.
Audio
| Mar 27, 2023
They must differentiate themselves through unique content, exclusive offers, and collaborations with influencers (also known as key opinion leaders, or KOLs, in China). The growing role of Douyin in consumer journeys offers both opportunities and challenges for retailers and brands.
Report
| Sep 14, 2023
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.
Report
| Jul 25, 2023
The Influencer Marketing Factory. The Information. The Wall Street Journal. Tinuiti.
Report
| Jun 7, 2023
Australia's creator economy has an authenticity problem: Many influencer campaigns don't include proper disclosures.
Article
| May 2, 2023
And younger consumers are open to buying scents endorsed by celebrities or key opinion leaders (KOLs), and they make purchases based on factors such as bottle design and packaging. To see the full forecast, click here. What it means for luxury marketers. Luxury fashion brands should invest in driving upper-funnel awareness through digital channels in China, prioritizing video for reach.
Report
| Oct 9, 2023
Social media influencers are affecting Gen Zers’ medical decisions. Some 60% of Gen Z adults in the US said online influencers have at least a minor impact on the choices they make regarding their mental health, while 54% said the same about their overall healthcare decisions, per the Able/Springbank study.
Report
| Aug 3, 2023
When members of Gen Z were asked about the research methods they use on social media, viewing and reading influencer content (50.0%) was second only to bank content (56.3%). Although bank content is Gen Zers’ most frequently used research tool on social media, it’s not the most trusted.
Article
| Dec 4, 2023
On social media, younger shoppers are far more likely to trust brands and influencers, while older shoppers prefer retailers. Just 9% of baby boomers worldwide follow and buy from accounts run by influencers, compared with more than 40% of Gen Zers and millennials.
Article
| Sep 12, 2022
Curated by eMarketer, this collection of articles, insights, and interviews will help you understand the social commerce landscape across key areas such as livestream shopping, TikTok, influencer marketing, and what we can expect to see in the future.
Article
| Mar 16, 2022
That's my problem with influencers is influencers have a big audience and they're always broadcasting out to that audience, but that audience may or may not be in the market for a new bank account. So why are influencers a valuable tool for this? Tiffani Montez:. I would say influencer are a valuable tool just given the amount of trust that Gen Zers place on influencers.
Audio
| Nov 28, 2023
We project 82.7% of US marketers will use influencer marketing (which overlaps with creator marketing) next year. “The creator economy, valued at $250 billion this year by Goldman Sachs, is expected to nearly double to $480 billion by 2027. Savvy marketers know that they need to reach their customers in content that resonates with them,” said David Cohen, CEO of the IAB, in a statement.
Article
| Dec 12, 2023
Chart
| Jul 1, 2023
Source: Insider Intelligence | eMarketer
Chart
| Jul 1, 2023
Source: EMARKETER
Chart
| Jul 1, 2023
Source: Insider Intelligence | eMarketer
Influencer videos, sponsored content, and organic content frequently have shoppable tags and an immediate purchase option. In very short order, social media users have become comfortable with this form of marketing and purchasing. Shoppable media is an effective way to entice buyers where they are.
Report
| Jan 11, 2024
Engaging with videos and creator/influencer content are the most common product discovery methods among Gen Z shoppers on social media. Discovery doesn’t necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations. Use this chart:. Strategize ways to advertise to Gen Z.
Article
| Dec 11, 2023
US influencer marketing spend will continue its double-digit growth through 2025, according to our July 2023 forecast. The industry is outpacing paid social ad spend in growth, and a lot of that spend is also coming from boosted creator campaigns. For 2024: Pay attention to creators, especially niche ones with smaller followings who may be less expensive and have a highly targeted audience. 5.
Article
| Dec 4, 2023
The number of US baby boomers that cite following influencers as a top reason for using social platforms has grown 22% since Q2 2021, per GWI. “Older lifestyle influencers like Barbara Costello, Lynn Davis, and Gym Tan are helping to increase visibility and representation of boomers on social media channels,” said Ashe. The key to getting them to buy? Earning their trust.
Article
| Nov 20, 2023
Chart
| Dec 1, 2021
Source: eMarketer