Unilever’s new CEO, Fernando Fernandez, formerly CFO, announced plans to work with 20 times more influencers across its brand portfolio in a fireside chat. This is part of a broader effort to increase Unilever’s social media platform spending from 30% to 50% of its total advertising budget, with the goal of rapid growth and change.

As 2024 comes to a close, I’m reflecting on 10 key trends in social media, influencer marketing, and the creator economy (in no particular order) that have shaped the year and what they mean going forward.

YouTube launched a beta test of creator-initiated video linking for creators in the YouTube Partner Program with at least 4,000 subscribers.

Instagram has announced a big change to Insights: Views will now be the primary metric across all formats—photos, Carousels (which can now be up to 20 photos or videos), Reels, Stories, and Live. This update will apply to both organic and boosted posts featuring these formats.

LinkedIn has expanded the capabilities of its Thought Leader Ads.

Solo Stove has announced its inaugural Brand Ambassador team, aimed at 'connecting audiences to Solo Stove's passion for fire, cooking, and unforgettable moments.'

Allure has announced the Allure Creators Network, a curated group of beauty creators that includes digital-native creators, beauty journalists, beauty professionals, and more, all of whom will receive Allure credentialing.

I break down eight key trends from this year, covering the evolution of the definition of a creator, the integration of AI across social media, tightened regulations for influencer marketing, and much more. I also dive into three of my predictions and big bets for 2024, including which social media platform will play a bigger role in influencer marketing.

As the new year approaches, the pressure is on to perfect those 2024 strategies—for yourself, your clients, and the brands you're championing. The key to success? Staying one step ahead of the trends that will shape the months to come.

Kohl's has launched "The Influencer Shop," a collection of creator storefronts featuring influencers such as Dani Schaffer, Gerald Fluellen, Candace Smith, and Liz Webber.

LinkedIn has introduced a new feature, Brand Partnerships Search, which allows users to search for posts by LinkedIn creators who have been tagged with the Brand Partnership Label.

Influencer marketing spending is surpassing ad revenue growth on major social media platforms, according to a new report from Insider Intelligence.