US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

Only 8.3% of users who noticed shopping-related content changes said their TikTok usage decreased, the same report found, according to our April 2024 “US Social Commerce” survey.

On today's podcast episode, we discuss what happens now that the TikTok ban bill has been signed into law, whether AI is ready to significantly change search, the likelihood that Threads ads will be a hit, what social commerce's ceiling will be, the WNBA and the sports gender pay gap, and more. Tune into the discussion with analysts Jasmine Enberg, Minda Smiley, and Max Willens.

The TikTok ban is coming after all: President Biden signed a bill that gives ByteDance the rest of the year to find a buyer or withdraw from the US entirely.

Instagram could be the biggest beneficiary of a TikTok ban: Our Industry KPI data found that Instagram has a comparable reach to TikTok among the largest accounts.

Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube’s own best practices for Shorts ads from its ABCDs of effective video ads guide.

On today's podcast episode, we discuss why Amazon is pulling back from "Just Walk Out" technology, how the Atlantic magazine turned things around, what will ignite TV shopping, whether LinkedIn testing TikTok-like videos is a good move, what science says about how to be happy, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.

US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.

AI influencers on TikTok could streamline ads but threaten real creator incomes: Balancing innovation and authenticity could prove challenging.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss the role of the store for the beauty space, Walmart's involvement in this product category, and how TikTok is changing things. Then, for "Pop-Up Rankings," we rank the top three social media trends that have influenced beauty products and how they're marketed. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people use social media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024—but their path to purchase is anything but straightforward.

On today's podcast episode, we discuss our changing digital media consumption habits: how much time we spend per day with media, how TV watching is holding up, how much we digitally multitask, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and director of forecasting Oscar Orozco.

TikTok Shop rollout spurs concern about platform engagement: Our survey shows many users have actually boosted their usage since shopping debut, but time spent is slowing overall.

YouTube boosts creator income with Members Only Shorts, challenging TikTok's paywall feature: The battle for creator allegiance and platform supremacy escalates.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike’s finance chief said the company is planning for a “subdued macro outlook” and Paramount mentioned “softness in the global advertising market.”

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.

Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

Nano-influencers reign on Instagram with a 6.23% engagement rate: TikTok's top influencers, meanwhile, maintain a 4.95% rate.