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.​

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.

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.

The European Court of Justice ruled that Meta and other platforms can’t use sensitive personal data for ads, a move that challenges current adtech business models.

By teaming up with banks, Meta aims to crack down on fraud and restore user trust amid rising concerns over scams on its platforms.

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

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Last month, JCPenney announced it was partnering with Bazaarvoice Visual Syndication Network to collect and post user-generated content (UGC) on its website’s product display pages. The department store is hardly the first retailer to recognize the value of UGC—over a quarter (28.4%) of ecommerce marketers in North America believe that images/video from real customers (aka UGC) is the type of visual content that impacts purchase decisions the most, according to a May 2023 survey from Nosto.

Apple, Google, and Meta pull services, isolating Russians and shrinking revenue opportunities for creators and advertisers.

The latest fine reflects both Meta’s data mishandling and the EU’s heightened regulatory crackdown on Big Tech.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform’s new suite of features introduced last week include Communities, a fan’s ability to boost creators’ videos, generative AI (genAI) video tools, and gifting. These innovations mimic what’s working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Harris outspends Trump 20 to 1 on Meta platforms: Though Harris is largely spending on CTVs, millions are going to Facebook and Instagram.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population’s, according to our May 2024 forecast.

On today's podcast episode, we discuss whether Facebook actually has a young person problem, what will be the most popular kinds of interactive ads, if Amazon’s ‘Just Walk Out’ cashierless technology has found a new home, can a ‘Spotify for news’ like service work, where Americans are moving too in the country, and more. Tune into the discussion with analysts Evelyn Mitchell-Wolf and Max Willens, and vice president of Briefings Stephanie Taglianetti.

With no protections in place, users are vulnerable to widespread data harvesting, highlighting the need for stricter privacy laws.

The Surgeon General’s plan to protect kids, backed by state attorneys general, could change how platforms and advertisers engage users.

Despite allowing cross-posting between Instagram and Threads, Meta’s lack of a clear messaging system for Threads reveals ongoing confusion about the apps’ integration.