eMarketer

Since Instagram rolled out its Checkout feature earlier this year, brands have begun linking influencer content to shopping tools as a way to drive—and measure—direct sales. Should the platform hide likes from public view, which it began testing in the US this week, influencer marketers could be forced to look beyond vanity metrics to more advanced measurement tools, including social commerce and in-store purchase behavior.

Creators are all over the news, but are they different from influencers? While it’s easy to say yes, it’s hard to say why. For our latest report, “Video Ads in Social Media 2019,” we explored how the two are differentiated.

Video creators helped put YouTube on the map, but social properties want a slice of that success, too. New moves by Facebook, Snapchat, TikTok, Twitter and others show that the creator landscape is morphing. That’s putting pressure on YouTube and creating more opportunities for marketers to work with these valuable content providers.