While consumers of all generations are most likely to follow and buy from brands and retailers over influencers, influencer marketing is on the rise, with, what else, TikTok leading the charge.
Turning away from celebrities with massive followings, marketers are finding success with micro- (5,000 to 20,000 followers) and mid-tier (20,000 to 100,000 followers) influencers, which will account for over half of all influencer marketing share this year.
Why it matters: Social commerce adoption is on the rise, but it may not be in its final form yet. As consumers become more comfortable with shopping on social media, brands and platforms will need to figure out the best way to capture those sales. But no matter how you look at it, social commerce is here to stay.
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