Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "influencer marketing"
- Brands that meet Gen Z consumers with humility, support their goals and offer real solutions for real lives are better poised for success.
- Influencer management is increasingly collaborative, with 79% of brands working with influencer agencies.
- Brands remain determined to increase influencer marketing spend, according to a survey from the World Federation of Advertisers. The influencer marketing industry has grown over $22 billion since 2016 -- rising from $1.7 billion to $24 billion in 2024, based on reports by Sprout Social.
- Professional reviewers such as Consumer Reports remain a trusted source of product recommendations, especially among older consumers.
- Challenges include legislation that may limit social use and heightened brand risk due to AI-generated content.
- Today's post is about research on the influence of "news influencers." Based on the findings, you might want to take what I have to say with a grain of salt (see data at bottom of post).
- Sixty-nine percent of doctors engage with influencer content daily and 90% weekly, yet only 36% find social content to be extremely or very trustworthy.
- The decision to launch the practice was partially based on agency research finding that 98% of healthcare professionals globally will be influenced by earned media "at some point within their journey to prescription," and 86% trust earned media more than pharma-owned touchpoints.
- Using decades of survey-based research, Ipsos built a method that uses AI to simulate consumer acceptance of an ad before optimizing and releasing it across media.
- Publishers that depend on affiliate revenue also are concerned about changes to search-engine algorithms that prevent them from being discovered online.
- About two-thirds of social media shoppers said they plan to buy something for themselves during the back-to-school season.
- Powerful creative tools such as generative artificial intelligence have led to concerns that video and audio content can be easily manipulated to spread misinformation and propaganda.
- News coverage of the Bud Light firestorm received more than 11 million interactions during a nine-month period last year.
- Ads that show an influencer who demonstrates a product can help to lift brand recall by 25%.
- The survey of holiday shoppers shows getting a discount on a product or service is the most important piece of information they want to see in an ad this holiday season. Holiday and seasonal cheer follow.
- The study from influencer marketing research pioneer Ed Keller is based on a survey of 1,045 U.S. influencers fielded April 20 to July 11.
- Many consumers also will stop following social influencers whose values aren't aligned.
- A campaign grounded in organic social behavior enables customers to easily connect with the content while being inspired to try something new. With thousands of drink combinations, SONIC(R) is the Ultimate Drink Stop(R), and customers love to talk about their latest drink hacks on social media. Sr. Director of IMC for Sonic, Tamara Stanley, shares how Sonic used insights from TikTok to partner with Paramount+ and build an influencer led campaign teaching consumers how to build "Grease: Rise of the Pink Ladies" inspired drinks. The campaign not only taught customers how to make craveable creations using the SONIC App, but also provided the opportunity for influencers to create and share their new drink combination experiences. The campaign transported SONIC fans to the land of doo wops and pink poodle skirts, reminding them how to make new drinks they love!
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- As their consumers returned to IRL shopping last summer, Lively brought its full-funnel approach to re-engaging their community. WearLIVELY's Senior Manager of Lifecycle Marketing, Hayley Squire, walks us through a month-long tour of the brand hitting the road: coordinating partnerships, social, local influencers, retail, SMS and email (even swag bags) into a community-based surround-sound messaging model. What did she learn about the discrete and integrated impact of so many syncopated channels?
- The U.S., which already accounts for more than three-quarters of the market, is set to outpace global growth, according to PQ Media's new estimates.
- Are analyst firms equivalent to Industry Influencers in today's economics and perceptions?
- A group of automotive influencers and journalists and several OEMs came together in December and drove 3,200 miles to save four beagles and to bring an outfitted rig to one lucky rescue as part of Operation Frodo. The story began in 2018 when Miles partnered with Nissan to show how a pickup truck could be modified to serve as a rescue vehicle to save and transport animals after natural disasters. The truck was displayed at the SEMA show that year. That led to the founding of AnimalRescueRigs.com to encourage animal rescue. Editor and Publisher of Rides and Drives, Harvey Briggs and Producer and Auto Expert, Commentator, Producer, Anchor, Reporter of Our Auto Expert discuss how For Operation Frodo, Jeep and Subaru both lent vehicles to the project so the dogs could be transported safely to their adoptive and foster homes in Washington.
- A survey by user-generated mapping platform Atly suggests an "alarming level of distrust" in Google Maps, mostly based on outdated location-based search and saving methods.
- Creatives with disabilities are providing brands with an authentic way to connect with an audience that's actively seeking inclusivity, Nielsen said.
- A deep dive into college students' behavior reveals pain, pleasure and panic at their ceaseless scrolling. Underneath all that, they're remarkably well-informed.
- People First created a campaign with help from contractors and installers after research shows the real decision maker is often not the homeowner, but rather flooring professionals.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
- Short-form video is the most popular content format for influencer marketing, with more than half of brand marketers saying they use it.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
