Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.​

Marketers know the basics for reaching Gen Z: They like authenticity, they cringe at highly curated content, and they prefer raw, honest content from their favorite creators. So why are some brands still getting advertising to Gen Z wrong?

TikTok is dealt a brutal legal blow: 14 states sued the company for harming minors, adding to its enormous pile of litigation and brand safety controversies.

We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.

For social media managers, popularity is often measured by follower count. Here are three key trends from our exclusive KPI data on brand TikTok account growth.

Meta’s Ray-Ban glasses can record and identify individuals, feeding AI models, but concerns grow over covert use and lack of transparency in public spaces.

TikTok adds AI buying tools as it fights for its US life: Smart+ will reduce the difficulty of buying ad space, but TikTok’s days may be numbered.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

As AI search tools like Perplexity drive massive referral traffic to sites like Forbes and The New York Times, publishers struggle with crawlers ignoring web-scraping blocks.

Amazon and Google are enhancing their visual search tools as consumers seek more seamless, intuitive ways to search for products online.

Texas claims TikTok violated privacy laws by illegally selling minors’ data, further intensifying scrutiny on the platform as it faces a looming ban in the US.

YouTube lengthens Shorts video limit to 3 minutes: The platform is trying to aligning with competitors like TikTok and Instagram to offer more flexibility to creators and advertisers alike.

Social media becomes engine for big buys: Platforms’ role in expensive transactions like travel and cars is rising.

Platforms must brace for regulation of algorithmic content: EU regulators are widening their net, which could restrict advertisers’ ability to target teens.

Sephora-related content resonated best with Gen Z consumers, but legacy brands like Neutrogena struggled to maintain relevance. Cultural moments like Pride and back-to-school drove Q3 UGC, while video tutorials on platforms like TikTok provide more effective ways for brands to connect with Gen Z. Here are four insights into how beauty brand-related, UGC performed among Gen Z consumers in Q3, according to research firm dcdx’s Gen Z's Top 50 Beauty Brands Report Q3 2024.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

American Eagle sues Amazon for trademark infringement in fight against product dupes, knockoffs: The retailer accused the ecommerce giant of unauthorized use of its “Aerie” trademarks, which it said helped drive traffic and sales on the marketplace at American Eagle’s expense.

YouTube’s record label clash echoes TikTok-UMG feud: Major artists are unavailable on YouTube and its music platform as a deal deadline approaches.

TikTok, World Health Organization join forces to combat medical misinformation: After being scrutinized for the impact that misinformation on its platform has had on younger users, TikTok is taking a page out of YouTube’s book to fight it.

Marketers should play to social media’s positive traits: Gen Z adults have mixed feelings about social media use that can inform marketing strategies.