Meta’s short-form video product Reels and Instagram are losing younger viewers to TikTok. Updates to the metaverse: Zuckerberg reiterated that the metaverse, the company’s immersive VR platform, is still years away from making any significant contributions to the overall business. But he did give a glimpse on next steps for the metaverse.

“But it’s also clear that Facebook is still struggling to bring in new users, and it’s becoming increasingly difficult for Instagram to pick up the slack.” But Mitchell notes that a significant portion of that DAU growth came outside of North America, and those markets bring in less ad revenue per user than the US and Canada.

Once the domain of gamers and young social media users, AR and VR are entering the mainstream. This year, more than a quarter of the US population will use AR and nearly a fifth will use VR. As device-makers improve VR headsets and AR spreads to new use cases, the number of AR and VR users will continue to grow over the next four years, with AR outpacing VR.

The news: TikTok has supplanted Snapchat as the favorite social media app of US teens, with Facebook and Twitter lingering far behind, according to Piper Sandler’s “Taking Stock With Teens” survey.

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.

“But in terms of scale and distribution, Instagram is unmatched at this point. We put most of our campaigns on Instagram, Facebook, and Snapchat, and then target them accordingly.”. This year, we expect Snapchat will have 87.7 million US monthly users, compared with 122.4 million for Instagram and 179.1 million for Facebook.

Douyin has also emerged as a leading platform for livestream shopping, still nascent in the US but gaining interest among marketers and retailers. There’s not much that’s short about livestreaming. Instagram is closing the distinction between short and long video on its platform. When it shuttered the ill-fated IGTV app in October, it paved the way for video to be just video on Instagram.

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.

Evidence of the campaign goes as far back as February (before Meta had its own scandal about teens on Instagram), and it seems it was effective.

Instagram will account for well over half of Facebook’s US ad revenues next year, according to our forecast, but as younger users shift their attention elsewhere (i.e., TikTok), Instagram will be able to only grow if it can increase its uptake among older Gen Zers and millennials. Noteworthy in Key Industries and Geographies. Advertising and Media.

Instagram Grows Its Share of Facebook Ad Revenues. Instagram continues to grow faster than core Facebook. This year, Instagram will account for over half—52.6%—of Facebook’s total US net ad revenues. Its share will increase to 60.9% by 2023. Worldwide, core Facebook still accounts for most of Facebook’s total revenues, though it’s still losing share to Instagram.

Social media platforms such as TikTok, Facebook, and Instagram are at an inflection point where going after the youngest users may no longer be tenable.

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.

US senators Marsha Blackburn (R-TN) and Richard Blumenthal (D-CT) presented legislation last month to protect children's internet privacy.

Not a natural fit: Despite Twitter’s interest in building out social commerce as a revenue stream, the social media company’s chances of rivaling Facebook, Instagram, or TikTok as a commerce platform to be reckoned with are slim.

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.

It only makes up 1% of total US ad impressions on Instagram, according to Tinuiti, and that share is likely far lower on Facebook. So why the investment into Facebook Reels ads? Rather than a play for more revenues, it’s part of Meta’s long game to entice more creators to make content for the platform.