Beauty creators over 40 are reshaping the industry, and consumers are paying attention. In this data-driven report, Traackr uncovers the creators, brands, and trends driving one of beauty’s fastest-growing segments.

Creator participation in #Over40Beauty grew 41% year over year, and posting activity increased 25%. Several brands saw major surges in attention, including Sacheu Beauty, Kérastase, and Neutrogena. Read the report to understand what is fueling this shift and how your brand can stay ahead.

How do influencers and social platforms affect how people consume content, research and buy products, and connect with community and brands? Learn more about how consumer social media usage and purchase behavior are impacted by influencers.

Brands now face a real choice: work with AI-generated avatars that deliver perfect on-brand visuals in minutes or stick with human creators who bring lived experience and spontaneous interaction. Each path carries clear upsides and real risks. We pulled engagement rates, cost ranges, and audience reactions from HypeAuditor to give marketers an objective side-by-side view. The goal is not to pick winners but to show when an AI influencer fits the brief, when a human voice matters more, and how to balance both without losing credibility or budget.

Social networks are more saturated than ever. Consumers continue to demand authentic, original content and quality in the businesses they buy from. The right influencer marketing strategy (and content) can help a brand break through the noise, engage audiences at scale and stand out from competitors.

We surveyed over 2,000 consumers, 650 marketers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Download these five reports to create influencer marketing content that resonates, and dive into the evolving expectations of consumers and influencers themselves.

Everyone loves a good rivalry, and the digital marketing world is no different. SEO vs. SEM. Email vs. SMS. And increasingly, many marketers find themselves debating: influencer marketing vs. paid social—which deserves more of my budget?

Here’s the truth: it isn’t an either/or situation. The brands seeing the strongest ROI aren’t choosing sides—they’re strategically integrating both influencer marketing and paid social to create full-funnel strategies that engage consumers at every touchpoint.In the modern buyer’s journey, consumers don’t experience your brand in silos. They see your paid ads, watch creator content featuring your products, engage with your organic social, and discuss your brand in relevant communities—often all before they’ve ever made a purchase. The question isn’t which channel deserves your investment, but how to blend these channels to create a cohesive experience that converts.

As retail navigates macroeconomic headwinds, platform disruption, and increasingly cautious consumer spending, a new dynamic is emerging: creators are evolving into strategic commercial collaborators, not just storytellers. Supercharged by artificial intelligence (AI), creators are rewriting the rules of affiliate and brand partnerships, becoming leaner, smarter and more resilient in the process.

Social commerce is no longer just a trend; it’s reshaping how consumers discover, evaluate and purchase products. Fueled by younger generations, platforms such as TikTok Shop, Instagram Shops, and YouTube Shopping have transformed shopping into an interactive, content-driven journey. By 2030, the social commerce market is projected to reach $5.32 billion to $8.5 trillion, making it one of retail’s fastest-growing sectors.

“92% of consumers trust recommendations from individuals over brands,” according to Nielsen’s Global Trust in Advertising Report. That stat tells you everything you need to know about why influencer marketing has outpaced traditional advertising in 2025. It’s not about flashy campaigns - it’s about trust, relevance, and connection.

At Torro Media, we’ve spent years helping brands in Boston and beyond navigate the evolving digital landscape. We’ve launched influencer campaigns, tested platforms, tracked ROI, and one thing is certain: the influencer economy is no longer optional. It’s essential.