The pace of change in social media won’t slow in 2024. The rising number of disruptors—whether it’s AI, creators, social search, or TikTok Shop—will both reshape old trends and create new ones.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

Meta enhances teen safety on platforms: Amid FTC litigation, emphasizes stricter content controls.

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

Until Google rolls out generative search to all users, most consumers won’t adopt the technology. That means AI isn’t driving search ad spending—yet.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.

Creator content isn’t an experimental area for advertisers anymore. It’s an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they’re staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss whether TikTok Shop will face the same challenges as Instagram's social commerce efforts, how much Amazon's partnership with Meta's social media platforms will affect TikTok, and if TikTok Shop is ruining TikTok. Then in a newish segment, "Loyalty Point, Counter Point," we discuss whether Instagram or TikTok has a better overall ecommerce experience. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Blake Droesch.

On today's podcast episode, we discuss whether Humane's new AI pin is about to become as ubiquitous as the smartphone, just how much ground brick-and-mortar retail will give to online shopping, the next big social media app, if folks will start shopping on Amazon right from their Facebook and Instagram feeds, how news consumption on social media is changing, which airlines carry the most passengers, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Max Willens and Yory Wurmser.

How does social media influence Gen Z’s customer journey?

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Time spent on Facebook and Instagram this year was up 7% and 6%, respectively, according to Meta’s Q3 earnings. “It’s just incredible growth considering how much time people are already spending on these platforms,” our analyst Jasmine Enberg said on a recent episode of the “Behind the Numbers” podcast. “And that, of course, is a really important metric to advertisers.”