YouTube is the top recipient of AI chatbot referral traffic, receiving over three times as much traffic than Facebook or Wikipedia, according to May 2025 data from Similarweb.
The news: Brands are ramping up influencer investment and creator rates are skyrocketing following Unilever’s commitment to allocate half of its advertising budget on an “influencer-first” strategy. Numerous influencer and social agencies “unanimously” claimed a notable increase in client spend on influencer marketing since Unilever’s announcement, per sources cited by The Drum. Our take: Unilever has accelerated a trend that was already in motion, signaling the broader shift among advertisers toward influencer-led strategies that deliver consistent engagement and targeted reach among key demographics.
Instagram head Adam Mosseri clarified that using “link in bio” in post captions does not affect reach, aiming to dispel creator concerns that the algorithm punishes off-platform engagement. Despite his statement, creators remain skeptical, citing anecdotal dips in engagement when directing followers externally. As creators increasingly monetize through affiliate links, paid communities, and platforms like Substack, visibility control has become a high-stakes issue. Misinformation about Instagram’s algorithm leads to caution and second-guessing, creating friction for entrepreneurs growing businesses across multiple platforms. Real or perceived, lack of clarity undermines trust—and for creators, platform policies directly impact their bottom line.
The news: A US TikTok ban will take effect if a sale isn’t completed by the September 17 deadline, per comments from US Commerce Secretary Howard Lutnick. Lutnick said on CNBC that TikTok will “go dark” if China does not agree to sell to a US owner. He also noted that any deal would require the US gaining control over both the app and its algorithms. Our take: Whether or not a full TikTok ban comes to pass, Lutnick’s comments reinforce a troubling trend: Advertisers are increasingly wary of the platform’s stability, accelerating the shift toward cross-platform strategies.
The news: Meta is axing political ads in the EU as of October, citing an uncertain regulatory environment with “unworkable requirements.” The company stated in a blog post that the pullback will include ads related to political, electoral, or social issues, and specifically pointed to conflicts with the EU’s Transparency and Targeting of Political Advertising (TTPA) regulation. Our take: Meta's decision signals how fast platforms can change ad policies and how little time marketers have to react. If labeling systems or ad review processes change for the EU—or broadly apply to topics adjacent to social issues—advertisers may need to recalibrate campaigns to avoid triggering enforcement.
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The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post. TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match. Our take: TikTok and Apple TV’s newest move is another bid to capitalize on a well-known athlete in a profitable genre, where advertising opportunities are plentiful and success is essentially guaranteed. Sports are one of the most reliable ad environments, offering scale, loyalty, and global reach.
YouTube is the No. 1 US media platform when it comes to time spent by US adult users, reaching 11.4 billion minutes per day in 2025.
The news: A report from DoubleVerify unveiled insights on the state of the digital ad landscape as audiences and brands go digital-first. More than three-quarters (77%) say short-form vertical videos (think Reels) perform better than marketers’ campaign baselines, while 75% say the same for social media feeds, 69% for connected TV (CTV), 67% for commerce media networks, and 58% for audio and podcasts. Our take: As time spent with digital grows, advertisers are pushed to invest—but with ad blockers and brand safety remaining concerns, advertisers must rethink how they earn attention and invest in meaningful, trustworthy, and well-placed experiences.
The news: Forecasters are mixed on the future of Elon Musk-owned platform X after CEO Linda Yaccarino, whose experience as an advertising executive at NBCUniversal helped X reclaim some ad revenues, stepped down. But things aren’t all gloom and doom: We forecast that X’s ad revenues will increase by 25% YoY in 2025. Our take: While X’s ad revenues will likely grow in the short term, the shift toward AI could alleviate long-term struggles resulting from a turbulent few years for the platform—and even if some advertisers shift away, many will feel pressured to stay or face consequences.
In today’s podcast episode, we explore the blurring of social media and streaming, focusing on how content from social media platforms like TikTok and Instagram is increasingly being consumed in the living room. We also discuss the significance of YouTube and whether streamers should be concerned about the rise of social media platforms. Join the conversation with Director of Reports Editing and host, Rahul Chadha, Vice President of Content, Paul Verna, and Senior Analyst, Minda Smiley. Listen everywhere you find podcasts and watch on YouTube and Spotify.
The news: Reddit’s ad business is on a path of steady growth, with ad revenues expected to reach $1.8 billion this year and grow 29% to reach $2.5 billion in 2026, per a new WARC forecast. Brand participation on Reddit shows promising results: One organic brand post per week increases positive mentions by 3.5%. Our take: Though Reddit’s massive growth is partially attributed to its smaller reach, its ability to reach users that aren’t frequenting more popular platforms warrants investment, and a diversified approach combining Reddit’s unique community-driven base with larger platforms’ massive reach is key.
The news: YouTube, Instagram, Twitch, and TikTok each offer unique advantages and drawbacks for gamer ad reach, per HypeAuditor’s 2025 State of Gaming report. Choosing the right platform depends on what kind of impact marketers want to make. Our take: Marketers should boost campaign performance with influencer partnerships on these platforms since creators often understand their audience better than companies do. Track success platform by platform to help tailor ad strategies, capitalize on UGC, and maximize return on investment.
The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report—and smaller tier influencers are leading the charge. In an exclusive interview with EMARKETER, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands—especially those who are cost-conscious amid economic uncertainty.
The news: Substack is exploring a larger shift from a newsletter-first platform to a more expansive media ecosystem—one that could include ads and a social media identity. The company is doubling down on the Substack app and aiming to show that social media “can be fun and rewarding without melting your brain,” the company stated in a blog post. Our take: As AI search engines downgrade publisher content, Substack could become an important channel for brands to reach loyal and engaged young audiences. Marketers should research creators to find authentic voices that align with brand messaging, craft company newsletters to get onto user feeds, and be prepared with market analysis if and when Substack launches ad placements.
The news: Meta is experimenting with letting users sign up for Threads through Facebook, potentially attracting older users and further separating Threads’ identity from Instagram. Our take: Combining data from Facebook and Threads will give advertisers deeper insights and opportunities to optimize campaigns. Marketers can use this to tailor platform-specific campaigns or create unified cross-platform content to better resonate across demographics.
The news: Weight loss drug prescribing for children and teens increased significantly after the American Academy of Pediatrics (AAP) recommended the medications’ use, per a new Harvard study. Our take: Word-of-mouth recommendations and testimonials on social media are driving weight loss drugs’ popularity with young people. GLP-1 marketers have an opportunity to provide medically responsible, but social friendly and engaging content by partnering with influencers, creating behind-the-science video content, and developing edutainment FAQs for interested young consumers.
While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and EMARKETER.