2026年社媒营销趋势报告（英文版）

TheAnnualReport

2026

SociaITrends

byPulseAdvertising

SocialTrends2026xPULSEADVERTISING

Foreword

Theshifthasalreadyhappened.

InFebruary2025,Unileverannounceditwouldmove50%ofitsadvertisingspendto

social,over$5billion,witha20xincreaseininfluencerpartnerships.Twomonthsearlier,Coca-Cola'sCEOhaddeclared:"Influencersareournewtelevision."

ThesewerenItexperimentaIpiIots.TheywerestrategicrepositioningsbytwooftheworIdIsIargestadvertisers.Bymid-20251themajorityofbrandshadincreasedinfluencerbudgets1withnearIyhaIfraisingspendbydoubIedigits.

ThisisnItatrend.ItIsaIarge-scaIereaIIocationandhesitationcompoundsforyourcompetitors.

Fromreachtorevenue

TheshiftishappeningbecausesociaImediabecamecommerce.PIatformsprocessed$684biIIionintransactionsin20241approaching$920biIIionby2026.TikTokShopreached$33.2biIIioninGMV1achievingin16monthswhattookAmazon8years.

Thesameinfluencerpartnershipsreplacingtelevisionadvertisingarenowreplacingretailtouchpoints.Creatorsaren'tjustreachingaudiences,they'reconvertingthem.

Whyexecutionalonewon'twin

HereIstheparadox:justasbrandsrecognizedtheyneedtobeonsociaI1AIfloodeditwithcontent.ConsumercomfortwithAI-usingbrandsdroppedfrom57%to46%intweIve

months.OnIy26%trustbrandstouseAIresponsibIy.

WheneveryonegainsaccesstothesameexecutioncapabiIities1executionstopsbeingadifferentiator.ThebrandswinningarenItusingAItoproducemore1buttheyIreusing

categoryexpertisetoproducebetter.

The12-monthwindow

SpendingmoreonsociaIwithoutstrategiccIarityjustscaIesmediocrityfaster.TheadvantagebeIongstobrandsthatknowwhatIsworthsayingbeforetheyampIifyit.

Thewindowforfirst-moveradvantageis12-18months.UniIeverandCoca-CoIamovedas

theyrecognizedthatinfluencerpartnershipsarecommercechanneIs1notawarenesspIays.80%ofbrandsarenowincreasingspend.Thedecisionsdeterminingcompetitivepositionthrough2027arebeingmadeNOW.

Thequestionisn'twhethersocialcommercematters.It'swhetheryou'llcapturetheopportunity,orspendthenextthreeyearscatchingup.

ThisreportisbuiIttoheIpyoumovewithconfidence.

SourcesMeasureValuesForcesShiftsIntro

AccordingtoBCG1upto40%ofskincarepurchasesarenowdirectIyinfluencedbysociaIandwiththat77%ofB2CexecutivesareinvestinginsociaIcommercethisyear.TikTokShop

surpassed20241sCyberWeekperformanceby50%.

SociaITrends2026xPULSEADVERTISING

SocialTrends2026xPULSEADVERTISING

Lookingahead

ExecutiveSummary

Forces

Shifts

Particularexternalforcesare

acceleratingtheseshiftsbeyondwhattraditionalplanningcyclescanhandle,wideningthegapbetweenearlymoversandlateadopters.

Socialbecamecommerce

infrastructurein2025.Thisreportdocumentswhatchanged9whyitmatters,andhowFortune500

Thischapterdocumentsthe

structuralbreaksinhow

39

05

tacticaladjustment.07

marketingworks,eachrequiringorganizationalresponseratherthan

brandsmustrespondbeforethewindowcloses.

Sources

Values

Measure

Thissectionidentifieswheretofocusresourcesacrossplatformpower

shifts,contentevolution,creatorpartnerships,micro-communities,andglobal-firststrategy.

Thegapbetweenconsumer

attentionandspendcreates2026'sbiggestopportunity-withthis

sectionprovidingablueprinttomeasurement9reallocation9andorganizationaltransformation.

Thereportcombines11yearsof

industryleadershipwithresearchfromglobalconsultancieson

110

51

141

transformativeshiftsincompetitivedynamicsandsocialmedia

marketingstrategy.

SourcesMeasureValuesForcesShiftsIntro

5Shifts

ExecutiveSummary

Theoldmarketingplaybookisbroken.This2026reportshowsexactlywheretoreallocatespend9whichcreatormodelsdriverealROI9howtobuildcontentsystemsthatkeepupwithculture9andwhyglobal-firststrategynowoutperformsmarket-by-marketoptimization.

1

2

3

4

5

Socialiscommerce

TikTokShopreached$9billioninsalesinonly16months

Competencesucceeds

71%ofGenZvaluesdemonstrated

"authentic"

competenceover

connection

AIkilledaverage

73%ofcontentbecameAI-assisted,wideningtheperformancegap

Micro-communitieswin

Interest-basedtargetingdelivered3-5xbetterlifetimevalue

Legacymodelbudgetsfail

Your2020budgetmodelisburning40-60%ofeverysocial$

3Forces

Economiccompressionkilledpatience

CFOsdemandproofofrevenueimpactnow,notin18months

1

3

Platforminstabilitybecamenormal

Algorithmchangesandfeaturelauncheshappenweekly,notquarterly

Consumerbehaviorevolvedfaster

Newcommunitiesemergewithinafewweeks;planningcyclescan'tkeepup

2

5VaIues

1

Platformpowershifts

Wherealgorithmchangesand

commerceintegrationcreatenewcompetitivedynamics

2

Content&formatevolution

Whichformatswinattentionand

driveconversionasAIraisesthebar

3

Creatoreconomytransformation

WhichcreatorcategoriesandpartnershipmodelsdelivermeasurableROI

4Culturalintelligencenetworks

Brandsthatrecognizecreatorsasculturalinterpretersratherthancontentdistributorswillwin

5Global-firststrategy

Capturingcross-border

communitiesratherthan

optimizingmarket-by-market

5Measurements

1

2

3

4

5

Measurementthatmatters

Movebeyondvanitymetricstoamulti-dimensional,

revenue-focusedapproach

Vitalbudgetshift

Targeta50%+allocationtoward

creator,social,anddigitalchannels

Resourceallocationwithinsocial

Spendsmartisyournextcompetitiveadvantage

Speed&agility

Bemoreagiletomovefrom

reactivetopredictivemarketing

Globalcoordination

Centralizewhatscales,localizewhatdrivesrelevance

SocialTrends2026xPULSEADVERTISING5

SourcesMeasureValuesForcesShiftsIntro

5strategicshifts

reshapedsocialmedia

Fivefundamentalshiftsbrokehowmarketinghasworkedfor50years.Theseweren'ttrends-theywerestructuralchangesinconsumerbehavior,platformeconomics,andcompetitivedynamics.

Thefiveshifts:

1.Socialiscommerce-TikTokShopreached$9billionin16months

2.Expertisebeatrelatability-71%ofGenZvaluesdemonstratedcompetenceover"authentic"connection

3.AIkilledaverage-73%ofcontentbecameAI-assisted,wideningtheperformancegap

4.Micro-communitiesbeatdemographics-Interest-basedtargetingdelivered3-5xbetterlifetimevalue

5.Legacybudgetmodelsbecameyourbiggestthreat-Your2020budgetmodelisburning40-60%ofeverysocialdollar

EachshiftisdocumentedwithFortune500-leveldata.Eachshiftisalready

affectingyourcompetitors'performance.Andeachshiftrequiresorganizationalresponse,notjusttacticaladjustment.

SocialTrends2026xPULSEADVERTISING

Thegapcreatestheopportunity.

SourcesMeasureValuesForcesShiftsIntro

Shift1

SocialTrends2026xPULSEADVERTISING7

SociaIiscommerce

Socialcommercemarket

EUR(€)inM

CuIturaInuance,industrybehavior,andpIatform

dominanceaIIshapehowconsumersdiscoverandbuy-propeIIingsociaI

commerceintoa

muIti-biIIiondoIIarecosystem.

18.0

14.4

10.8

7.2

3.6

0.0

Size,byBusinessModel,2023-2033(USDTrillion)

17.8

1.5

1.2

20232024202520262027202820292030203120322033

Year

B2C

C2C

●B2B

SourcesMeasureValuesForcesShiftsIntro

SocialTrends2026xPULSEADVERTISING8

ShiftsIntro

ValuesForces

SourcesMeasure

1.1

SociaIcommerce

infrastructureaIreadyexistsatscale.

You'veseenit:Conversionshappeningon-platform,purchasesmademid-scroll,revenueyourattributiontoolscan'ttrack.Thisshiftisalreadyunderway.

TheUSdataconfirmstheshift:sociaIcommercereached$91biIIionin20241growing

20%year-over-year-nearIytripIetraditionaIe-commerceIs8%growth.TikTokShop

processed$9biIIioninjust16months.IncomparisonittookAmazon8yearstoreach$18BiIIioninsaIes.

ChinaoffersapreviewofwhatIspossibIe.WhiIewesternmarketsdebateviabiIity1

ChinesesociaIpIatformsaIreadyaccountforover50%oftotaIe-commercetransactions1withIive-streamshoppinggenerating$700biIIionannuaIIy.

ThemechanicsdiffersignificantIyinChina.InfluencersdonItjustrecommend-theyfaciIitatetransactionsdirectIywithinthepIatform.InskincareaIone140%ofpurchasejourneysaresociaIIyinfluenced:

●DouyinoperatesasacIosedIoop:Discovery1evaIuation1andpurchasehappenentireIyin-pIatform.

●REDfunctionsasdiscovery:UsersfindproductsthroughIifestyIecontent1thencompIetepurchasesonTmaII.

Thenumbersaresignificant.Douyinprocessed$490biIIioninGMVin20241up30%year-over-year-morethanAmazonIsentireUSrevenueofroughIy$400biIIion.

ThisiscurrentreaIityintheworIdIsIargestconsumermarket.

Socialisnolongerjusttop-of-funnel.It'sthestorefront.Commerceintegrationisnowfoundationalinfrastructure.

Sources:eMarketer1“USSociaINetworkAdSpendingForecastH1”1(August2025)1MomentumWorks&Tabcut1“TikTokShopintheUS2024”1

(2025)1BIoomberg1“TikTokDrivesBytedance1sGrowthWhiIeChinaBusinessSIows”1(ApriI2025)1BostonConsuItingGroup1“CrackingtheCodeofInfluencerMarketing”1(August2025)1Note:ByteDancedoesnotpubIicIydiscIoseDouyinGMV.FiguresrepresentindustryanaIystestimates.Statista1“SociaICommerceRevenueintheUnitedStates”1(November2025)1Statista1“SociaICommerceRevenueWorIdwide”1(November2025)

175

150

125

100

75

50

25

0

SocialcommercerevenueintheUnitedStatesfrom2018to2029(inbillionU.S.dollars)

151

141

130

91

118

105

76

55

17

34

23

14

201820192020202120222023202420252026202720282029

Sources:Statista(2025)

1500

1250

1000

750

500

250

0

Socialcommercerevenueworldwidefrom2018to2029(inbillionU.S.dollars)

1177

1089

9191010

819

683

449

571

220

338

82

137

201820192020202120222023202420252026202720282029

Sources:Statista(2025)

SociaITrends2026xPULSEADVERTISING9

SourcesMeasureValuesForcesShiftsIntro

Amazon

took8yearstoreach$18billioninsales.

TikTokShop

reached$9billionin16months.

Thisisn'tjustatheory.

WesternbrandsareaIreadywinning.

TikTokShopgsglobalGMVhit$26.2billioninH120259up100%year-on-year

GIobaI1TiktokShopGMV1‘21-125H1(US$B)

66.3

+100%!

33.2

+100%!

+270%!

4.4

0.9

20212022202320242025H1

Sources:MomentumWorksInsights:Tabcut12025

H2Estimate

H2ActuaI

26.2

16.3

40.1

TikTokShophit$26.2billioninH12025-up120%YoY.IntheUSTikTokShopgrewfromabout$15millionto$1.1billioninmonthlyU.S.GMVinjusttwoyears.Thequestionhasshiftedfrom"willitwork?"to"howfastcanwescale?"

Categoryleadersproveinfrastructureviability:

Pacsun1e.I.f.1Crocs1andPureDaiIyCarehavecommittedtothisshift.Brandsgenerating$30miIIion+inannuaIrevenuejumped95%YoY.Over11000majorpIayersarenowIiveandprofitabIe.

BeautyaIonedrove$2.49biIIioninGMV1makingTikTokShopthe8th-IargestbeautyretaiIerintheUS.HeaIthexpIoded10xYoY.ThesearenItexperientiaItestingstrategies-theyIrerevenueengines..

The2025-2027momentummakesthewindowurgent:

77%ofB2CmarketingexecutivesareinvestinginsociaIcommercethisyear1with86%expectingROIwithin12months.eMarketerforecastsUSsociaIcommercereaching$144.5biIIionby2027-cIimbingfrom6.0%to8.4%oftotaIe-commerce.

Yourcustomersarealreadyshoppingthere.Theplatforminfrastructureisproven.Westerncategoryleadersarescalingnow.Everyquarteryouwait,competitorswhomovedfirst,takethelead.

SourcesMeasureValuesForcesShiftsIntro

11

SociaITrends2026xPULSEADVERTISING

Sources:eMarketer1“USSociaINetworkAdSpendingForecastH1”1(August2025)1Forrester1“TheStateofSociaICommerce”1(JuIy2025)1McKinsey1“StateofFashion2025”1(ApriI2025)1Amazon/NieIsenIQviaRetaiIBrew1“AmazonandTikTokShopGainingBeautyDoIIarShareonStagnantBrickandMortarStores”1(March2025)1EFuIIfiIment1“HowTikTokShopBecame..”1(2025)

SourcesMeasureValuesForcesShiftsIntro

Oursocialcommerce

initiativeshave

meaningfullyboostedsalesandengagement.

KatieWelch,CMOofRareBeauty

“

“

TikTokShop

democratizestheUK

marketplace.(.)TikTokShopis(.)goingto

deliverincremental

growthforthebeautyindustry.

JackTimpany,L'Oreal

2026SocialTrendsxPULSEADVERTISING13

SourcesMeasureValuesForcesShiftsIntro

EverymarketbehavesdifferentIy-andpIatformsarecompetingtosecuregIobaIreIevanceinthefast-growingsocialcommercelandscape.

Europe

Fastgrowingsocialcommercemarketbuthighculturalandplatformfragmentation.Focusontestimonialsandreviews.

China

47%ofalle-commrevenue

#2digitaladmarket

Leadingsocialcommercemarket

Tactics:KOLliveshopping,in-appcheckout;creator-runstores;discounting

USA

#1digitaladmarket

India

Massivediversitybyregionandlanguage;strategiesarehyper-localandhardto

Advancedbutfragmentedpurchasejourneys.

Tactics:influencercodesandaffiliate

standardizeglobally

schemes,whitelisting,shoppableposts,linkandmixedmediaattributionto

Brazil

standarde-comm.

Hugesocialcommercegrowth.71%of

peoplealreadybuyviasocialmediainBR.

SourcesMeasureValuesForcesShiftsIntro

SociaIcommerceproofcases

Pacsun

Pacsungenerated20miIIiondoIIarsinsaIesonTikTok

ShopinNovember2023aIone.Onecreatordrove111000jeanpurchasesinjust48hours.Today1TikTokShop

accountsfor10percentofPacsun1secommercerevenue1andthebrandexpectsthistoreach12percentby2026

weIIabovethe6to10percentindustryaverage.Pacsun1searIybetoncreatorIed1pIatformnativeretaiIiIIustrateshowcuIture1communityandcommercearerapidIy

converging.(Forbes12025)

e.l.f.Cosmetics

Crocs

e.I.f.CosmeticswasthefirstbrandfeaturedinTikTok

Shop1sSuperBrandDayinMarch2024.Itreported40percentnetsaIesgrowthinQ2FY20251partIydrivenbyTikTokShop.ByearIy20251digitaIsaIeswereup30

CrocsbecameTikTokShop1stopseIIingfootwearbrandin20241whichcontribuItedtoCrocs2024resuItswithan

percentyearoveryearacrossAmazonandTikTok.WithsociaIcommercestiIIonIy3to5percentofbeauty

annuaIrevenuesof$4.1BiIIion1growing4%over2023.InOctober20251thebrandIivestreamedaroundthecIockfor31daysstraight744consecutivehoursfeaturing

e-commerce1e.I.f.1sprojected25percentgrowthputsit

aheadoftheindustryandshowshowpIatform-native

ceIebrities1excIusiveproductsandnonstopgiveaways.ItisacIearsignthatCrocscontinuestotreatsociaI

commerceasacorepiIIarofitsbusiness.

retaiIcandrivebothcuItureandcommerce.(Sources:e.I.f.Beauty1March2025)

SociaITrends2026xPULSEADVERTISING14

Forbes1“PacsunBuiIdsViraIProductsWithHeIpFromItsConsumers”1(March2025);e.I.f.Beauty1“e.I.f.CosmeticsDebutsTikTokShopSuperBrandDay”1(March2025);CosmeticsDesign1“FinanciaIFocus:HowE.L.F.CosmeticsIsWinningWithMuItiGenerationaIAppeaIandStrongCashFIow”1(December2024);Crocs1“Record2024ResuItsPressReIease”1(February2025)

SourcesMeasureValuesForcesShiftsIntro

Whatthismeansforyou–

fourstrategicimperatives

1

2

3

4

ContentmustbeshoppabIebydefauItnotpost-production

adjusted.

Measurementmustcapture

influencedrevenuemuIti-touch

attribution1notjustIast-cIick.Trackdiscovery-to-purchaseacross

pIatforms.

YourorganizationaIstructuremustintegratesociaI+commerceintothesameteamorsameKPIs.SiIosarestrategicIiabiIities.

BudgetsmustmatchreaIity.If10%ofe-commercehappensonsociaI1yourspendshouIdtoo.Matchingthatshareisn1taggressive-it1ssimpIycatchingup.

Thewindow:12-18months

Sources:StatistaConsumerInsights"YoungConsumersExpectBrandstoSpeakOut"(October2025)

Socialmediaplatformsofferingthebestsocialcommerceexperienceworldwidein2025

18%

6%

11%

17%

17%

0%2.5%5%7.5%10%12.5%15%17.5%20%

Sources:Statista(October2025)

Instagram

TikTok

WhatsApp

Facebook

Youtube

Brandsactingnowcapturefirst-moveradvantageinalgorithmicpositioningandaudienceloyalty.

Brandswaitingfor"moreproof"areriskingconcedingtheIearningcurvetocompetitorswhoIIIbe2-3yearsaheadinpIatformexpertise1creatorreIationships1andconsumer

association.

SociaIbecamecommerceinfrastructure.

ButhereIswhatmostbrandsmiss:thetypeofcontentthatactuaIIydrivescommerceonthesepIatformsisnItwhattheyIrecreating.

SociaITrends2026xPULSEADVERTISING15

That'sShift2.

SourcesMeasureValuesForcesShiftsIntro

Shift2

Competence

SocialTrends2026xPULSEADVERTISING16

beatsauthenticity

SourcesMeasureValuesForcesShiftsIntro

1.2

"ReIatabIe"stoppedworking.

Expertisenowdrivessales.

Thebiggestmindsetshiftsince2020

Between2020and20231everybrandchasedthesamegoaI:be"authentic"and"reIatabIe."Theeraofraw1unpoIishedcontentpromisedgenuineconnection.ButhereIswhatactuaIIyhappened-everyonegotremarkabIygoodatfakingauthenticity1andwhenconsumerswerefinaIIyreadytoopentheirwaIIets1theydidnItwantreIatabIeanymore.TheywantedreIiabIe.

ThenumbersreveaIexactIywhatdrivespurchasedecisionstoday.Trustisn'tjustimportant-it'stheentrypoint.

81%ofconsumerswonItevenconsiderbuyingfromabrandtheydonIttrust(EdeIman12025).Andoncethattrustis

estabIished1ittransIatesdirectIytovaIue.87%ofconsumersactiveIypaymoreforbrandstheytrust(SaIsify12025)1with60%namingtrustandtransparencyasthemostcriticaIbrandtraitsin2025(CMSWire12025).

Whatchangedthegameentirelyisthis:trustcorrelatesdirectlytoperceivedexpertise.

(HanandBaIabanis120241viaPsychoIogyandMarketing)

InpracticaIterms1thismeansthatwhenreaImoneyisinvoIved1audiencesdonItwantbrandsthatactIikefriends-theywantbrandsthatdemonstrabIyknowwhattheyIredoing.

ThetransIationforcontentstrategyisstark:competencebeatscamaraderie.Theeraof"weIrejustIikeyou"ended.Theeraof"weknowwhatweIredoing"hasbegun.

Thisfundamentallychangeshowconsumersjudgecredibility.

Relatabilitynolongerconverts.Winnersdemonstrateexpertiseandsystematicthinking.

EdeIman1“TrustBarometerSpeciaIReport”1(June2025);InstituteofCustomerService1“UKSearch”1(2025);SaIsify1“2025ConsumerResearchReport”1(January2025);CMSWire1“ConsumerTrust

Survey”1(2025);Han&BaIabanis1“MetaAnaIysisofSociaIMediaInfluencerImpact:KeyAntecedentsandTheoreticaIFoundations”1(2024)SociaITrends2026xPULSEADVERTISING17

SourcesMeasureValuesForcesShiftsIntro

“

Brandsthattransformedinfluencerstrategiesthroughsystematiccompetenceachieved50%efficiencygainsand30%effectiveness

improvements.

BostonConsultingGroup(August2025)

SourcesMeasureValuesForcesShiftsIntro

Culturalrelevance:

ThesystematiccompetencebrandsactuaIIyneed

Assumingexpertisemeanssterileordisconnectedfromcultureisfalse.

Winnersin2025understandexpertisemustbeculturallyfluent-andculturalrelevanceitselfrequiressystematiccompetence.

Theculturalrelevancepieceiscritical.Whenweexaminegenerationalattitudestowardbrandactivism,weseeastarkdivide:51%ofbothGenZandMillennialsagreethatbrandsshouldtakestandsonpoliticalandsocialissues-butonly31%ofGenXand21%ofBabyBoomersagree(StatistaConsumerInsights,2025).

Thisisn'tjustapreferencegap-it'sastructuralrequirementforreaching

youngerconsumerswhowillcontrol$28billionindirectspendingpowerasGenAlphaalone,andwhoalreadyinfluence35%+ofhouseholdpurchasing

decisions.

Here'stheexpertiseelement:Takingstandsrequiresknowingbothyouraudienceandyourbrand'sauthenticvalues.Thegoalisn'ttoalignwitheverytrendingissueyouraudiencecaresabout-it'stounderstandwhatyourbrandgenuinelystandsforandcommunicatethat

consistently,whetherit'spopularornot.Opportunisticactivismerodestrustfasterthan

silence.Youneedframeworksforevaluatingculturalmomentsatspeed-becausebythetimecommitteesapprovemessaging,themomenthaspassed.Andyouneedmeasurement

systemsthattracknotjustengagementbutactualpurchaseintentandbrandequityimpact.

ources:BostonConsultingGroup,“CrackingtheCodeofInfluencerMarketing”,(August2025);StatistaConsumerInsights,“YoungConsumersExpectBrandstoSpeakOut”,(July2025);BostonConsultingGroup,“FashionResearchonGenZandAlphaPurchasingPower”,(October2025)

Thecompetitiveadvantagein2025:Turningculturalrelevanceintoarepeatableprocesswithframeworksthatassessbrandfitand

measurebusinessresults.Mostbrandsarestillbuildingthisexpertise-whichiswhyleaderspartnerwithteamswho'vealreadydevelopedthesecapabilitiesatscale.

Youngconsumersexpectbrandstospeakout

Shareofrespondentswho(dis)agreethatbrandsshouldtakeastandonpoliticalandsocialissues,byage.

61%

51%

51%

52%

35%

31%

32%

21%

GenZMillennials

Agree

Disagree

GenXBaby

Boomers

2,050U.S.adults(16-64y/o)surveyedJul.2025,Source:Statista(July2025)

SocialTrends2026xPULSEADVERTISING19

SourcesMeasureValuesForcesShiftsIntro

DeepconsumerknowIedge

=yourstrategicadvantage

Thebrandswholosemarketsharein2026arethosestillsegmentingbyage9gender9andincome.Thebrandswinningarethosewhounderstandconsumertribes-emotionallyconnectedgroupsdefinedbysharedvalues9passions9andexperiencesratherthansurfacedemographics.

TheBostonConsuItingGroup1sresearchdemonstrateswhythismatters:tribe-basedtargetingimprovesconversionratesby40-60%comparedtodemographictargeting.Butidentifying

tribesrequiresdepth:youneedtoanaIyzesociaIconversations1understandemotionaIdriversbeyondtransactionaIdata1andmapconsumerjourneysthatareincreasingIynon-IinearandpIatform-fluid.

Tribe-basedtargeting

improvesconversionratesby40-60%comparedto

demographictargeting.

Sources:BostonConsuItingGroup1“CrackingtheCodeofInfluencerMarketing”1(August2025);StatistaConsumerInsights1“YoungConsumersExpectBrandstoSpeakOut”1(October2025);BostonConsuItingGroup1“InfluencerMarketingPrecisionWins”1(2025);eCommerceDB1“PIatformPerformanceData”1(2024)

HereIswherethegenerationaIdivideonbrandactivism(Statista12025)iIIuminatesthetribaIinsight:itIsnotthat"GenZwantsactivism"-itIsthatvaIues-drivenconsumers1whohappentoskewyounger1evaIuatebrandsthroughavaIues-authenticityIens.A23-year-oIdfinance

professionaIanda45-year-oIdsustainabiIityadvocatemaysharemoretribaIDNAthantwo23-year-oIdswithdifferentvaIuesystems.DemographictargetingmissesthisentireIy.

ExecutionmakescompetencemeasurabIe.Brandswi