In this report, we look at the most important updates among the leading social platforms in Q2 and how those changes will impact marketers.

Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.

US social network user growth has slowed to a crawl, and that means the social platforms will compete fiercely for users and engagement. Marketers should optimize their spending to take advantage of shifting consumer behaviors.

Total time spent with media is more than 10 hours daily on average in Canada this year. In the years ahead, total time will shrink slightly, but digital formats will continue to steal time away from traditional media.

Adults in the UK are spending more time than ever with digital media. Time spent watching videos online, particularly via social, is soaring.

TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.

Communities, creators, and connection are the keys to success for brands looking to generate sales on TikTok in 2022.

The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

In Southeast Asia, total media ad spending snapped back to pre-pandemic levels in 2021 and will continue rising strongly this year. The growth in digital ad spending, though tamer in 2022, will again outpace that of the overall ad market.

TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.

TikTok is now the third-largest worldwide social network, according to our inaugural forecast. It will have 60% more users than Snapchat and twice as many as Twitter this year.

Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.

Nearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.

TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.

Over 500 million people in Europe will use social networks monthly in 2022—with more than half hailing from Central and Eastern Europe. Facebook will remain the largest platform, but its lead is shrinking as Instagram and TikTok expand.

Our exclusive primary research survey reveals which platforms US social media users feel most comfortable buying on, and why trust is essential for the future growth of social commerce.

The past two pandemic-driven years have accelerated digital transformation and consumer behavior. Here are our top 10 trends to watch in 2022.

Our fifth annual primary research survey reveals the level of trust US social media users have in nine major social platforms, and the role trust plays in the willingness to engage with advertising on those platforms.

Here’s how marketers can navigate Q3 2021’s product, commerce, and monetization changes on Facebook, Instagram, Snapchat, TikTok, and Twitter.

This quarter, we are adding TikTok to our social media update series, which analyzes key developments for marketers from the major social platforms.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Learn how the pandemic, the biggest disruption to consumer retail spending in recent years, impacted US retail—and how it will impact your planning for 2021 and beyond.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.