Affiliate marketing shifts to creator-driven strategies: Influencers bring engagement and trust to brand partnerships.

Influencer marketing is a core part of many brands’ strategies. Sponsored content spend on social media will total $8.14 billion in 2024, nearing the $10 billion mark by 2026, according to EMARKETER’s March 2024 forecast.

Influencing the influencers: Harris and Trump rely on creators to mobilize younger voters and drive social media buzz.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

TikTok employs 6,000 content moderators in Europe: The platform disclosed it has 150 million users in the region in a regulatory filing.

Podcasters can now let Spotify take over control filters, but with election season looming, the platform’s ability to manage offensive comments will be tested.

The ad agency ecosystem is vast, complex, and ever-changing. It now faces changes brought on by AI and clients’ shifting preferences over how and where to spend their advertising dollars.

On today's podcast episode, we discuss the most important measurement considerations for marketers, how brands are able to stand out on TikTok, and how to best determine the true impact of media buys. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Aashish Takkala, Product Marketing, Media Measurement at TikTok.

TikTok’s influence on Gen Z engagement grows: Presidential candidates use the platform to shape the race and drive voter participation.

The company’s denial of full damage raises alarms over internal data threats and ongoing legal pressures.

Instagram integrates with Spotify: Users can now save songs from Reels directly to their Spotify library.

TikTok Shop doubles down on livestreaming as ecommerce sales grow: The platform sees an opportunity to grow order frequency and drive more impulse purchases.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Havas Lynx’s global healthcare influencer offering reflects channel shift: Marketers increasingly devote resources to digital channels that physicians are engaging with, like social media.

Nordstrom targets teens with curated beauty selection: The department store hopes to capitalize on their growing appetite for premium products and desire for in-store purchases.

TikTok is betting big on AI for content moderation: The company laid off hundreds of employees who reviewed harmful content as legal battles mount.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.​

Marketers know the basics for reaching Gen Z: They like authenticity, they cringe at highly curated content, and they prefer raw, honest content from their favorite creators. So why are some brands still getting advertising to Gen Z wrong?

TikTok is dealt a brutal legal blow: 14 states sued the company for harming minors, adding to its enormous pile of litigation and brand safety controversies.