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Brand storytelling is evolving fast, and last week our team headed to the The PR Net Future Focus event in NYC to discuss exactly where it’s headed. Our SVP of Growth Sara Daniels Feder joined co-panelists Mary Blanton Ogushwitz, Jo Cronk, and Patrick Janelle to discuss “What’s Next in Influencer Marketing?” Key Insights from the Panel: 📢 What you say as a brand only matters 10% of the time on social media. The other 90%? That’s driven by earned media; what others are saying about your products, talent, and campaigns, etc. ➡️ The real impact happens when your story is retold, reshaped, and shared by creators and communities across socials. This is mission-critical in ensuring you protect your brand equity and marketing effectiveness (aka 💰). 📉 With social engagement on the decline and creators moving toward short-form, low-caption content, brands must work smarter - not louder. 🔍 AI-powered search across visual, audio, and text is a must-have for Brands and Agencyies looking to Futureproof. Not just for tracking mentions, but for uncovering missed metrics and hidden impact. 💡 When you truly know what’s working - which creators, which markets, which products are impactful - you know how to craft your strategy to make your💲work hardest for you. Huge thanks to Lisa Kay Smith and The PR Net team for curating such an energising day of insight and conversation across the PR, influencer, and communications landscape. Anita Lee Jeannette Chang

Our Sports & Athleisure 2025 State of Influence interactive report is live, and uncovers the brands redefining relevance for 2025. From Nike’s AI-designed sneakers to adidas’ viral Sambas moment and Gymshark’s creator-powered energy, the lines between sport, fashion, and digital influence blurred like never before. The real winners? Not trend chasers, but community builders. This is your playbook for what’s next: 👉 Data on the impact of influencers across Sports and Athleisure. 👉 Key insights on EMV, Global Ripple Impact, Resonance, and more. 👉 Strategies to help you grow and defend market share in 2025. Tap in to see who’s leading the charge and how to follow. #SportsandAthleisure #Activewear #Sportswear #SportsMarketing #AthleisureMarketing #DataAnalytics #SocialMediaMarketing #InfluencerMarketing #SportsFashion #Adidas #Nike #Gymshark #Athletes

In 2025, beauty influencer gifting isn’t just about sending PR packages, it’s about curating relationships. Grace Fung, Influencer Marketing & Communications Lead at Coty, in our latest webinar, explained how her influencer gifting strategy has evolved: “It's still about influencing people and building that community. What's different now is we really try driving more advocacy and ambassadorship.” 1️⃣ The Beauty Industry is Oversaturated with Repetitive Content 🔁 Brands relying on generic “unboxing” and “GRWM” influencer content are struggling to break through the noise. Consumers crave authenticity, not just another gifted product review. 2️⃣ Makeup is Losing Ground: Advocacy is the Game-Changer 📊 Makeup brands saw a 10% drop in EMV & engagement, while skincare and fragrance continue to thrive. The brands winning in this space prioritize loyalty, advocacy, and long-term relationships over one-off influencer campaigns. 3️⃣ Strategic Gifting Fuels Brand Advocacy & Loyalty 🎁 Instead of mass PR drops, personalized, relationship-driven gifting creates real advocates. As Grace from Coty puts it: “It’s about building relationships, not just transactions.” 4️⃣ Brand Advocates Drive Authentic Stories & Bigger Impact 📢 Community-driven brands like SEPHORA generate up to 3x more EMV & 8x more engagement than traditional influencer partnerships. Strong advocacy leads to organic storytelling, deeper consumer trust, and higher ROI. 💄 Beauty brands - are you building lasting relationships and using influencer gifting effectively? Find out more about how to win in beauty in our Beauty 2025 State of Influence report: https://lnkd.in/ewbGqMwX Read more on Seeding & Gifting here: https://lnkd.in/esUMvbc2 #InfluencerMarketing #BeautyMarketing #InfluencerGifting #PRPackages #Sephora #Beauty2025 #BeautyReport #MarketingWebinar #MarketingStrategy #SocialMediaMarketing #BeautyInsights #WeArismaData

Thank you Robin Caillaud for sharing our Beauty 2025 State of Influence report. As Robin says: In 2025, the question is no longer "Should we influence?," but "How much of our marketing strategy and resources should influence take up?" Fashion consumer preferences have changed, and so has the definition of “success” for brands. Across the fashion industry, it's brands with strong aesthetics and narratives that are breaking the mould, as consumers are drawn to curated, lifestyle-rooted storytelling. Influential voices don’t just amplify reach, they help brands maximize their global impact and build lasting community resonance. 📥 Access the full insights here: https://lnkd.in/db3z3VGt

How are US consumers feeling about the tariffs? We’ve been doing some influencer listening across the US to understand influential conversations. Here is what we found:       💬 The conversation on tariffs and price hikes has steadily gained traction, surging +250% in Mentions and +960% in Engagements over the last five months.       ♻️ In parallel, second-hand & pre-owned are experiencing a resurgence, aligning with the Underconsumption trend that gained momentum last year. Mentions of thrifting and digital marketplaces like Vinted, Depop, and Poshmark rose +40%, with Engagements increasing by +54%.       👗 In fashion, influential voices are sounding alarms about rising costs from retailers like Shein & Temu, likely to affect a wide range of brands given the impact on supply chains.       🎮 Within gaming, TikTok is buzzing about the potential impact of tariffs on consoles and gaming PCs, with an average of 100K+ Engagements per post.          💚 And the Project Pan movement (finishing what you own before buying new) is gaining momentum with 7.5M Engagements on TikTok and 6.8M views. Influential voices will be instrumental in shaping the ongoing narrative, and driving consumer preferences towards brands and industries undergoing changes. We will be following the wider impact in the next few months. Stay tuned for more updates. #Tariffs #Sustainability #Fashion #Gaming #SecondHand #TikTokTrends #InfluencerInsights #influencerlistening #influencermarketing #influenceranalytics #influencers #creators #creatoreconomy #WeArisma

🇺🇸 From riding in a Waymo driverless car through San Francisco to diving into the future of influence in LA, this trade mission has been nothing short of incredible for our CEO Jenny T.. The conversations in San Francisco were bold and thought-provoking, reinforcing how AI is transforming industries—just as it's reshaping the world of influencer marketing. In LA, the focus shifted to how brands can harness data-driven strategies to cut through content saturation and build real consumer connections. This trip has been a testament to the power of global collaboration, innovation, and community. At WeArisma, we help brands cut through the noise, turning influence into measurable impact. Huge thanks to Grow London for bringing together such an inspiring group of founders and entrepreneurs! 🌍 Algomarketing Conode AI DeepFlow Honu AI KLIQ Moonhub Move AI NearSt Odicci Qonstrue Robin AI Sevva AI VE3 VividQ WeArisma Yomi Tejumola Johanna Clary Jonathan Gilmore Imad Riachi, PhD Ben Camara Dami Hastrup Tino Millar Nick Brackenbury Jacques Prothon Tai Alegbe Maryam Salehijam, PhD Silash Ruparell Manish Garg Samantha Creswick Vanessa Romer Anna Carson-Parker William Kilmurray James Cummings Matthew Kolkin Persephone Godwin

Young fragrance brand NOYZ amassed 61M Engagements and $6.7M in EMV within the first 7 months of launch. 🤯 Our Beauty 2025 State of Influence report reveals a paradox: 💬 Fragrance has the weakest Ripple Impact (just 1.2x EMV vs. brand-owned content) 🔥 Yet NOYZ exploded by breaking every rule: 1️⃣ They embraced imperfection: No polished tutorials. Instead, scents inspired by messy, real-life moments - like "Sh**ty Day" and "12:00." Founder Shaun Neff saw a gap in the market and filled it with scents that are anything but filtered. 2️⃣ They weaponized word-of-mouth: 97% of their impact came from organic mentions (hello, Ulta Beauty's influencer army 👀). 3️⃣ They ignored "best practices": While legacy brands chase cinematic ads, NOYZ let creators like Tara Yummy showcase unfiltered reactions (”I still smell like scrumptious perfume from the night before"). The lesson? Fragrance isn’t struggling - it’s being marketed wrong. Gen Z craves authenticity over virality. 👇 Want to replicate this? Our report shows: How Parfums Christian Dior dominates EMV with celeb collabs Why Hermès is resonating with Gen Z The #1 tactic for fragrance virality (hint: it’s not visuals) Access your copy here: https://lnkd.in/ewbGqMwX #fragrance #perfumes #beautymarketing #fragrancemarketing #noyz #dior #parfumsdior #hermes #beautyinsights #beautyreport #beauty2025 #fragrance2025 #marketinginsights #influencermarketing #topbeautybrands #beautyinfluencers

90% of Creator Marketing impact is hidden. 👀 Last week, I spoke with Net Influencer about the biggest challenge brands face—measuring the full impact of creator campaigns—and how we solve this problem through AI-powered data and insights. Creator marketing isn’t just art or science—it’s both. The science portion can help set the strategic frame, but the individual creators and influencers you trust will create art in their own way. Thank you for the great conversation Cecilia Carloni and Anthon Garcia! #netinfluencer #creatoreconomy #influencermarketing #influencermeasurement #influencers #celebrities #influentialvoices #vips #earnedmediameasurement #earnedmedia #wearisma #aiinfluencermarketing #digitalmarketing #marketingstrategy #influencerstrategy https://lnkd.in/e2jP9fv6  

Our Fashion 2025 State of Influence Report is now live! This report explores the evolving landscape of fashion marketing, uncovering how brands like H&M, Fashion Nova, Calvin Klein and JACQUEMUS are leading the charge by leveraging influential voices to create lasting impact, far beyond just reach. Discover how Resonance, Virality, and Authentic Engagement are reshaping the future of fashion. Here’s what you’ll find inside: 👉 Data on the impact of influencers across Affordable Fashion and Aspirational Luxury. 👉 Key insights on EMV, Ripple Impact, Resonance, and more. 👉 Strategies to help you grow and defend market share in 2025. Read the full article for the key insights and takeaways for brands. Access the report here: https://lnkd.in/db3z3VGt Stay tuned for our Athleisure report coming up next!

Dior is dominating in both the luxury and beauty sectors this year. What’s driving their success? According to our latest reports, Dior ranked #1 in EMV (Earned Media Value), Impressions, Mentions, Engagements, and Community Size globally, outshining competitors in both the luxury fashion and fragrance sectors. The brand led EMV in 22 countries, including key markets like the US, Japan, China and France. 👢 How is Christian Dior Couture winning Luxury? Globally luxury fashion conversations are shifting, engagement is softening, and virality is declining as consumers increasingly seek more authenticity. Dior has not only adapted to but leveraged these shifts: • Maximizing influencer impact: The fashion house’s Global Ripple Impact was 3x greater than its owned media footprint, driven largely by influential accounts. • High-profile partnerships and leveraging strategic ambassador roles with profiles like Blackpink’s Jisoo amplified their success. As the #2 Global Luxury Voice in our Luxury 2025 State of Influence report, the Kpop singer played an important role in strengthening Dior’s share of voice in APAC. 🌸  How is Dior leading in Fragrance with Parfums Christian Dior? While the fragrance industry has seen a subdued Ripple Impact, with numerous conversations left with untapped potential - Dior managed to break the mold. • Impressively, Dior’s owned accounts generated almost half of its Global Ripple Impact across EMV and engagements. • The appointment of Rihanna as the new face of the iconic ‘J’adore’ perfume has significantly boosted the brand’s Global Ripple Impact through both brand-owned and influential accounts. Dior’s dominance across these two major sectors proves that cultural relevance isn’t just about visibility - it’s about forging meaningful connections through strategic nuanced campaigns, meaningful cultural association and authentic storytelling. 📊 Want to learn from Dior’s success? Access our interactive reports for exclusive insights into how top luxury and beauty brands are driving their global impact. 💄 Beauty 2025 State of Influence report: https://lnkd.in/ewbGqMwX 👗 Luxury 2025 State of Influence report: https://lnkd.in/euvgR35k #Dior #LuxuryFashion #LuxuryMarketing #FragranceMarketing #InfluencerMarketing #LuxuryBrands #2025StateOfLuxury #BrandStrategy #RippleImpact #InfluencerPartnerships #EMV