We have upped our social user forecast since our last revision in December 2022. And next year, there will be nearly the same number of social users in the US as there are TV viewers, a historic audience shift. If there’s any medium that’s “dying,” it’s linear TV.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn’t taken off yet. Here are five charts to help elevate your social commerce strategy.

Google continues to lose ground to Amazon: Amazon is holding steady as shoppers’ search engine of choice for products, even as TikTok and other social platforms attract Gen Z consumers.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta’s Messenger.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

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.

On today's episode, we discuss the implications of the Federal Trade Commission thinking Amazon tricked customers into signing up for automatically renewing Prime subscriptions, whether it makes sense for companies to force livestream shopping on Americans, if speciality stores really work, the impact of Facebook and Instagram restricting news access in Canada, whether reduced inflation can save the day, what a real work-life balance looks like, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, vice president of Briefings Stephanie Taglianetti, and analyst Evelyn Mitchell-Wolf.

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.

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

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

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.

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.

Consumer packaged goods (CPG) brands have attempted to break into D2C ecommerce in recent years, to varying degrees of success. How can they avoid unprofitable strategies and develop a viable D2C ecommerce channel?