Adults ages 30-44 are the most likely to have made a purchase based on an influencer recommendation, with 42% reporting having done so.
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Word-of-Mouth Seems to be More Influential Among Older than Younger Adults
A sizable portion of 18-29-year-olds report turning to TikTok for research before making a big purchase.
Consumers Value Authenticity When Learning About Brands on Social Media
Consumers find relatable personalities to be their most appealing influencer type.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
How Are Marketers Paying Influencers?
One of the biggest pain points marketers say they have when working with influencers is determining rates or making payments.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.
Influencer Marketing Cost-per-Engagement Benchmarks
Influencers with smaller follower counts tend to have the highest engagement rates, but not always the lowest costs per engagement.
US Offline Media Spend in 2022 and the Outlook for 2023
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
US Online Media Spend in 2022 and the Outlook for 2023
Total US online media spending is expected to grow by 10.8% this year, capturing 6 in 10 media ad dollars.
The Most Impactful Trends of 2023, per Agencies
Short-form video is again considered the most important this year, while story-driven visualization is rising up the ranks.
TV Ads Still Drive Purchases, US Consumers Say
For Gen Z, influencers have the most sway over brand and product decisions.
World Cup 2022: A Few Stats to Know
Almost half of sports fans in the US are interested in watching the event. That pales in comparison with some other countries.
How is Signal Loss Impacting Ad Spending Plans?
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
CMOs’ Major Resource Allocations to Remain Steady Amid Budget Pressures
Three in 4 CMOs are facing pressure to “do more with less.”
Podcasters Reportedly Have More Influence on Listeners Than… Influencers
Podcast listeners say that hosts’ influence matters more to them than social media influencers.