There will be 3.86 billion monthly social network users this year, equal to almost half (48.3%) of the world’s population. Despite concerns about content moderation and data privacy that have plagued Facebook, Twitter, and TikTok—to name just a few—the social audience is still on the rise.

TikTok launches Creative Challenge: It’s a potential win-win for creators and brands seeking innovative advertising content.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Our latest forecast for social network users around the world highlights the top platforms and key regional distinctions.

Social platforms are already great vehicles for introducing consumers to products and brands they may want to purchase. Advertisers should lean into that strength and:

Key stat: In the US, 71% of Gen Z adults say they are likely to make a purchase directly via Instagram, according to Jungle Scout. Just 40% of adults overall say the same, with the caveat that older generations are less likely to buy from social networks in general.

TikTok doggedly pursues ecommerce expansion: The platform inked several deals to help grow its merchant base, but it faces significant obstacles in its path to growth.

Every marketer wants to know: What do Gen Z consumers care about? How do they shop? What motivates them to make a purchase?

As Facebook loses relevance with younger audiences, D2C ad budgets for CPG brands are diversifying into emerging channels.

TikTok and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

Search is pivoting toward AI chat. Google has its Search Generative Experience (SGE) and Bard. Microsoft has its new Bing and a partnership with OpenAI. These fundamental changes to search will change user behavior and monetization. Here’s how the new era of search will affect advertising for brands, retailers, and publishers.

Social search is growing, fueled by consumer behavior and AI—and so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn’t the same as traditional search. Here’s what advertisers should know.

On today's episode, we discuss some predictions for 2023 that are too specific to be 100% certain but could still come true, including: why Microsoft would want to buy Roku, whether TikTok will make a splash in search advertising, who will be the runaway retailer of the year, if Instagram's new Twitter competitor app will be a hit, and more. Tune in to the discussion with our analysts Debra Aho Williamson, Andrew Lipsman, and Paul Verna.

Reaching consumers starts with knowing who they are. That means understanding consumer demographics, media and search behaviors, and ad consumption habits. Here are five charts to help you get to know your customers.

ChatGPT fever has hit social media. Advertisers need to pay close attention, but generative AI social media chatbots still have a lot to prove—and challenges to overcome.

TikTok aims to quadruple the size of its global ecommerce business in 2023. But TikTok Shop’s US rollout has been complicated—and that could have implications for the company’s aggressive goal.

Despite slow US adoption and economic downturn affecting advertising, TikTok’s 1 billion daily users and Instagram’s exit from live shopping present opportunities for growth.

Whether you’re an established brand like Wendy’s or a young D2C building an audience, understanding the right mix between organic and paid social is key, especially as the line between the two blurs. “I think paid is planned paid, and organic has opportunistic pay that could go along with it,” said Jimmy Bennett, vice president and global head of brand engagements and partnerships at Wendy’s.

Total media time is flattening out in the UK after the artificial bump brought about by the pandemic. Video consumption, though, via multiple platforms, is one area where marketers can count on continued consumer engagement.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn’t been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.