What this means for marketers: As TikTok competitors finally mature enough to warrant ads, options for short-form video marketing are expanding beyond influencer marketing.

While our survey didn’t address contextual relevance or the role of influencers in social commerce, these two factors could boost Pinterest and TikTok. Pinterest, a platform where users share and seek inspiration for recipes, fashion, home decor, and other areas, has a high degree of contextual relevance.

Watch the on-demand replay of our webinar, TikTok Commerce: Strategies for Success in 2022, as we discuss the growing social commerce opportunity on TikTok.

Watch the on-demand replay of our webinar, TikTok Commerce: Strategies for Success in 2022, as we discuss the growing social commerce opportunity on TikTok.

TikTok is the social commerce platform of the moment, as brands and marketers look to cash in on the #TikTokMadeMeBuyIt phenomenon. While TikTok may not have as large a shopper base as Facebook or Instagram, its shoppers are highly active and engaged.

On today's episode, we discuss whether Facebook has reached a turning point, how people now feel about digital ads, if the world is ready for eSports endorsers or finance influencers (aka finfluencers), the pandemic pet boom, what we keep learning about customers' needs, how to make sure you treat in-office and remote workers fairly, a town with free alcohol, and more. Tune in to the discussion with eMarketer analysts Nina Goetzen and Blake Droesch, and senior analyst at Insider Intelligence Jasmine Enberg.

Jane Ko tried to avoid TikTok. The blogger and creator’s platform of choice is Instagram, where her @atasteofkoko account has about 118,000 followers, and she felt she wasn’t the right fit for an app that burst on the scene with singing and dancing—things she says she isn’t good at.

Identifying public figures who inspire trends, such as social media influencers and content creators, to evaluate partnership opportunities. This is developing into a powerful tool at a CMOs’ disposal, as demonstrated by the steady rise of influencer marketing spend in the US.

It’s still early days, but augmented reality is showing real potential for social commerce. Brands can use the technology to improve the experience and help customers make more informed purchase decisions.

For many content creators, Instagram isn’t everything. In the US, 41.0% of creators run websites or blogs to reach their audiences outside of social media. Newsletters and podcasts are also tools they use to staying connected. But perhaps most notably, 43.3% do not use anything other than social platforms.

Over three-quarters of adult Gen Z respondents said they valued online health influencers—including health advocates, writers, bloggers, social media content creators, and support group moderators—for advice and tips, to learn about treatments, hear stories, and get recommendations about new medications and treatment options.

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