Gen Z’s attention is split across social media for shopping and search: The cohort’s use of multiple social networks spells opportunity for platforms and advertisers.

Meta showcases robust Q3 growth with $34.15 billion in revenues: Facebook and Instagram parent surges, despite Threads struggling to find its footing.

Meta introduces Broadcast Channels to Facebook and Messenger: The goal is to improve user engagement—but subscribers could get notification fatigue.

US annual social commerce sales per buyer will nearly double from $627.8 in 2023 to $1,223.7 in 2027, according to our forecast.

Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won’t be Amazon—but it will bring in new Gen Z shoppers.

Half of shoppers worldwide have used social media to discover products, per Salesforce, but even more (59%) have used it to purchase something.

Even as TikTok ad revenues tick up, Meta will still account for 75.0% US ad dollars spent on social media this year, according to our forecast.

Facebook and Instagram Reels are growing in popularity, and provide an opportunity for brand marketers to extend their reach and engage with key audiences. With Meta’s new AI-powered brand suitability controls for Reels, marketers will be more empowered to craft suitable environments for their ads.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

Meta proposes ad-free subscriptions for EU users: A strategic shift ahead of 2024's Digital Services Act, with global implications.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

Just over 80% of US Gen Zers ages 15 to 26 use YouTube monthly, and almost the same percentage use Instagram or TikTok, per our July 2023 survey. More than half still visit Facebook. And though BeReal was the trendy app last year, only 15.1% of Gen Z respondents use it.

Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

By 2025, US adults will spend more time on TikTok than on Facebook, according to our June forecast. This marks a major milestone for TikTok, which is on track to become the largest social platform in total daily minutes by the same year.

Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.

Streaming video and music top Gen Z adults’ media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.