We are pleased to announce our new State of Influence: Fashion, which covers the first eight months of 2024! In this State of Influence report, you’ll get top fashion brand strategies, creator insights, and rising trends from an analysis of data covering 2024 so far. 

A few highlights include:

• Fashion creators are posting less content in the US, UK, and FR, but video views for their content continues to climb (hint: Instagram has a big part in that)

Most people don’t get how hard it is to be an influencer marketing manager or social media manager. They think you just sit around eating snacks and posting on social media all day. If only they knew… You have too many clients to manage and not enough time in the day. You need to come up with amazing campaigns on a tight budget, and with only a small team to help you (or none at all). And you’re under the constant pressure of hoping your campaigns get good results.

Creators today aren’t just shaping product decisions—they are shaping lifestyle decisions. Check out our guide for the latest tips, trends, and strategies for reaching the modern consumer and integrating your brand into their daily lives.

TikTok creators are revolutionizing influencer marketing as we know it. For the last several years, these creators have pushed brands into virality, driving mass awareness and sales through their authentic content. To help you harness the power of TikTok and navigate the creator community on the platform, we’ve compiled internal data from our platform and external resources to bring you the complete guide to influencer marketing on TikTok.

How do influencer and social platforms affect how people consume content, research and buy products, and connect with community and brands? Find out in the 2025 Influencer Marketing IMPACT Report. We asked 1,000 Millennial and Gen Z consumers.

Where do you consume influencer content? Which social platforms are you most likely to purchase products from? What makes an influencer’s product/service recommendation trustworthy? What factors play into your purchase decisions? And more…

Creating virtual influencers could potentially save brands and retailers millions of dollars otherwise spent on human influencers. Their virtual personalities can be tailored to specific customers, and they aren’t limited by “working hours, unionization, and other physical and legal constraints that may factor into human influencer partnerships,” posing a risk of job displacement for influencers and further depressing wages for human influencers, PitchBook noted in its report. 

Influencers routinely promote goods and services to their followers on Instagram and TikTok.  Federal law requires influencers to “clearly and conspicuously” label content for which they are paid, but the social media environment deliberately blurs the lines between paid and unpaid content.  We study whether Instagram and TikTok users can identify paid influencer marketing content from six different influencers.  On average, 29% of respondents believed paid marketing content from six different influencers were not paid ads and 8% were unsure, with significant variation by influencer.  The labeling used by influencers to identify influencer marketing content is not consistent – let alone clear and conspicuous.  There is also considerable heterogeneity in how respondents interpreted the labels that are being used by influencers.  We also find evidence of two-way blurring; on average, 29% of respondents thought unpaid influencer content on Instagram and TikTok were paid ads, and 9% were unsure, with significant variation by influencer.  Influencer marketing on Instagram and TikTok involves a significant risk of deception that is not adequately addressed by current policies.

Social media may appear saturated with beauty content, but audiences are more engaged than ever, according to new research from Traackr, the leading performance-driven influencer marketing platform. Traackr today released the State of Influence: Beauty report, including insights from Pinterest, and highlights the beauty brands, creators and trends with the most influence on social media. 

Analyzing content from a select panel of more than 155,000 beauty creators on its platform, Traackr found that engagement with creator content across makeup, skincare, hair care and fragrance increased in H1 2024 compared to H1 2023. Skincare saw the biggest increase in engagement (+44%), video views (+49%) and Brand Vitality Score (VIT) (+46%), Traackr’s proprietary metric for measuring influencer marketing performance. Beauty brands continue to lean into sponsored content and boosting, increasing engagements and VIT at a higher rate than organic mentions.