Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!
Influencer Marketing Industry Resources
We hold influencers to an impossible standard. It is unsustainable – April 14, 2025
Influencing is no walk in the park. Charlie Oscar’s Hannah Cooke thinks we’ve set the bar way too high for content creators, and that needs to change. It’s 2025, and if you’re an influencer or creator, it’s tough. You’re expected to be a marketer, a public figure, an activist, a role model, a content creator, a media personality, and a moral compass – all while keeping your engagement rates high and your personal life Instagrammable.
Five Things We Learned About… The Increasing Influence of Creators – April 14, 2025
Experts debate the growing power of influencers, including Rahul Titus, Ogilvy’s global head of influence, and Suzy Barker, AMV BBDO’s strategy partner. Influencers are on the rise at an exponential rate. Whether it’s being sold mascara on TikTok, the promotion of a skin care product, or a 12-part storytime with an ‘#ad’ in the caption’, audiences are now used to a constant state of being influenced.
6 Standout Influencer Marketing Campaigns Food & Beverage Brands Nailed – April 12, 2025
If you haven’t noticed by now, influencer marketing isn’t just a trend—it’s a full-fledged movement, particularly in the food and beverage industry. With an estimated worth of $24 billion in 2024, this powerhouse strategy is expected to grow at a staggering pace, reaching $32.55 billion by 2025. And it’s no surprise, given how food content (hello, drool-worthy photos and viral recipe videos) dominates social media feeds worldwide.
Game-Changing Influencer Campaigns in the Tech Space – April 12, 2025
Influencer marketing in tech is like that secret sauce everyone’s been searching for—it’s finally been discovered, and now it’s making everything better. With influencer marketing spending hitting a record-breaking $35 billion in the U.S. alone in 2024, the tech industry is riding this wave of growth. And it’s not slowing down anytime soon. In fact, the global influencer marketing platform market is expected to soar to a jaw-dropping $25.44 billion by the end of 2025, growing at a clip of 23.3% year-over-year. Talk about an industry boom.
Why Liquid Death’s chief media officer pays special attention to the upper funnel – April 10, 2025
Ad Age is interviewing in-house media execs for their thoughts on trends, best practices and gripes they have with the industry. Below, the first edition of this recurring series.
What Brands Should Look For In An Influencer Marketing Agency – April 9, 2025
Nowadays, influencers play a large role in many brands’ marketing strategies. But finding the right influencers whose content aligns with your brand’s mission and values can be a challenge. Influencers also need to be reliable, professional and genuinely interested in collaboration.
TikTok Launches Expanded Creator Incentive Program To Fend Off Advances From Instagram – April 9, 2025
As Meta gears up to target TikTok creators in a new push, TikTok’s looking to retain them via a new, invite-only “Specialized Rewards Program”, which will provide additional monetization opportunities for selected creators in the app.
Meta Looks to Scoop up TikTok Creators Amid Ongoing Uncertainty – April 8, 2025
With TikTok creators facing another few months of uncertainty about the app’s future in the U.S., Instagram is preparing a new push to scoop up wavering TikTok influencers, as it seeks to capitalize on the TikTok sell-off saga, as well as the worsening U.S.-China trade war.
Liquid Death’s Latest Collab May Keep You Awake if You’re Scared of Clowns – April 8, 2025
Liquid Death, expanding its ongoing collab streak into the health and wellness space, partners with organic supplement maker MaryRuth for a limited-edition product called Sleep Like the Dead. The video to announce the nighttime sleep aid, though, might have the opposite effect on anyone suffering from coulrophobia—that’s the fear of clowns.
How Life is using influencers to market its new immunity cereals – April 7, 2025
Life cereal is making a new appeal to parents with varieties meant to support kids’ immune systems and bones. The lineup, called Mighty Life, began hitting shelves in January. Immunity-focused Mighty Life Strawberry Blueberry Bliss contains vitamins C and D along with zinc. Very Vanilla, which contains vitamin D and calcium, is positioned for bone health.
B2B influencer marketing is now an essential marketing strategy – April 4, 2025
B2B influencer marketing success requires careful influencer selection, data-driven measurement, and alignment with broader marketing goals. Marketers must balance AI-driven efficiencies with human creativity, ensuring that influencer partnerships remain trustworthy, measurable, and impactful. Influencer marketing budgets continue to gain traction. In a 2024 TopRank Marketing survey, 81% of B2B marketers cited dedicated influencer marketing budgets, including 53% who said their budgets were growing, while 9% will introduce such programs in 2025. However, more investment is needed for technology, research, and audience analysis to scale programs effectively.
Why Brand Partnerships Are More Meaningful Than Just Hiring An Influencer – April 3, 2025
For years, brands have treated creators like billboards. They’ve hired them to hold up products, hit share buttons, and boost reach. But the game has changed. As the creator economy matures, the most forward-thinking brands are rethinking their approach—not as buyers of influence, but as partners in creativity.
WFA sees 54% of multinational brands boosting influencer spending — with more relying on agencies to find creators – April 2, 2025
With influencer marketing budgets steadily rising, more multinational brands are partnering with influencer agencies as the industry becomes more complex. The World Federation of Advertisers released a report today showing that some 54% of multinational brand marketers plan to boost influencer marketing spend in 2025, with 61% agreeing that influencer marketing will become more important in the future. However, due to ongoing challenges navigating the space, like issues with disclosures and transparency on creator campaigns, more brands are employing the help of agencies that play a role in influencer marketing.
10 Essential Skills For Influencers In 2025 – April 2, 2025
Ninety-three percent of brands plan to increase their influencer marketing budget this year, but there are also more influencers and creators vying for work than ever before. My agency’s platform matches companies with the right influencers to promote their brands, and over the years, we’ve noticed a set of skills that help influencers stand out, maintain a consistent stream of brand partnerships and generate strong, reliable results for the companies they work with.
Influencer trips are out. Customer trips are in – March 25, 2025
While some gifts keep on giving, others, as certain brands have learned, can keep on taking. Extravagant influencer trips, like Tarte’s ventures to Bora Bora and Dubai, and large-scale influencer offerings, like Poppi’s decision to loan vending machines to creators ahead of the Super Bowl, have prompted consumer backlash, causing some brand marketers to reevaluate whether big-name creators are the best recipients for lavish gifts or trips.
Pharma
How Publicis Health Media is planning for pharma advertising disruptions – April 1, 2025
If you’re sick of hearing that one jingle about lowering your A1C, you may soon be in luck. On the campaign trail last year, then-presidential candidate Robert F. Kennedy Jr. said he’d ban pharmaceutical TV ads on his first day in office, claiming that the industry’s ad dollars had warped media coverage of the category. Today, he’s the secretary of Health and Human Services, which the Wall Street Journal recently described as something of a “worst-case scenario for drugmakers,” as he is now responsible for regulating the same industry he’s skeptical of. Other high-level Trump administration officials, including FCC chair Brendan Carr, have also voiced support for a drug advertisement ban.
Nonprofit
In An Era Of Eroding Trust, It’s Nonprofits’ Time To Lead – April 4, 2025
We’re living in an unprecedented moment of institutional mistrust. As major social media platforms embrace “anything goes” speech policies and misinformation proliferates, Americans are increasingly uncertain about whom to believe. The statistics are sobering: According to Pew Research Center, only 22% of Americans “trust the federal government to do the right thing,” a record 28% have unfavorable views of both major political parties and even traditionally respected institutions such as higher education and scientific organizations are seeing sharp declines in public confidence.
Social News
Meta Shares Insight Into How Brands Can Connect With Gen Z Audiences – April 13, 2025
Meta has published some new insights into the content consumption habits of Gen Z, and how marketers need to align with these shifts in order to maximize the impact of their promotional and branding efforts.
Snapchat Shares Research into Travel Purchase Influences – April 10, 2025
Snapchat has shared a new report into the latest consumer travel trends, and how Snap ads can help you connect with travelers ahead of the Summer season. The report, conducted in partnership with Publicis Media and NRG, looks at how different ad approaches can help to engage travel shoppers, along with the specific elements that drive purchase decisions.
Reddit Adds Partner Collaboration Within Its Ads Manager Platform – April 10, 2025
Reddit has added a new option to enable partner connection within Reddit Business Manager, so that advertisers can approve access to a third-party to either collaborate on, or help them manage their Reddit ads.
YouTube Shares Tips on How To Create Engaging Shorts – April 9, 2025
As with all social platforms, YouTube is looking to capitalize on the popularity of short-form video clips, with YouTube Shorts now driving massive growth in views and engagement within the app. Indeed, Shorts are now YouTube’s fastest-growing content format, driving over 70 billion daily views. Which means that if you want to maximize your YouTube opportunities, you need to at least be considering short-form content, and this week, YouTube’s shared some pointers on how to get into Shorts for your channel.
Snapchat Shares Data on How Happiness Drives Snap Ads Response – April 9, 2025
Snapchat has published a new study, in conjunction with IPG Mediahub and Amplified Intelligence, which looks at how happiness drives engagement in social apps, and what that means for brand promotions on Snap.
LinkedIn Tests Video Trends to Encourage Member Engagement – April 6, 2025
LinkedIn’s taking another step into TikTok territory, with a new video trends feature that will encourage members to add their own video responses to trending topics in the app.
Trump Extends US TikTok Sell-off Deadline Once Again – April 4, 2025
So it’s D-Day for TikTok, the final day of its 75-day extension to work out a deal in the U.S. to avoid being banned, the final chance for the Trump Administration to wrangle an arrangement that will appease all sides, and keep the app available for American users, and…President Trump has announced another 75-day extension of the deadline.
Amid ban uncertainty, TikTok’s role in brands’ social presences has decreased – April 4, 2025
January’s TikTok outage has served as a wake-up call for brands, reinforcing the need to diversify their spending across multiple platforms to avoid over-reliance on a single channel. That’s meant marketers have spent more on other platforms like Instagram and YouTube, both of which outpaced TikTok’s spend in the month following the platform’s Jan. 18 outage, representatives of influencer marketing companies Later, Collabstr, BENlabs and BrandCycle told Digiday.
YouTube Adds New Editing and Creative Options for Shorts – April 3, 2025
YouTube’s rolling out some new features for Shorts, including an updated video editing UI, automated beat-synching to music tracks, AI stickers, improved templates, and more. And with Shorts engagement continuing to rise in the app, these new options could be worth considering, as a means to maximize your video creation and channel boosting efforts.
The Best Time to Post in 2025, Based on 30K Brands and Creators – March 31, 2025
Yes, I know that these guides can be overly specific, and that there are nuances for every brand and industry. But best times to post overviews can assist in your planning, by giving you some additional considerations for your own experiments which could help to improve response to your social media updates. On this, Sprout Social has published its latest “best times to post” guide, based on insights gleaned from its user base (30k business users), and when they’re posts see the most engagement in each app. And again, while there are variances by business, these notes could give you some more guidance for your own tests, in order to find the right time to post for your business.
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