TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.

If TikTok gets banned (and it’s a very big “if”), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

TikTok will see 11.6% global user growth this year, according to our forecast. That’s about double Snapchat’s and Instagram’s expected growth. The ByteDance-owned app will boast more than 900 million monthly users this year—if it manages to stay in the US, its biggest country.

The creator economy has permeated nearly every industry and redefined how people think about making a living. But the landscape is changing, driven by shifts in relationships between the key stakeholders.

The South by Southwest festival returned to Austin, Texas, in full force this year, with discussions on the future of technology, brands, and marketing. Here, we lay out the top trends and takeaways.

Scroll through TikTok and you’ll see young users explaining why acting millennial online is “cringe,” or embarrassing. But millennials are still the biggest buyers on social media. As Gen Z grows up, they’re gaining on millennials a bit. But millennials will continue to outnumber Gen Z—and other generations—on social media through at least 2026.

TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

Generative AI is a powerful brainstorming and content refinement tool for both marketers and creators. It will streamline the content creation process, but marketers need to be aware of its limitations.

Technology is now at the center of patients’ health journeys. To improve the consumer experience, healthcare providers and marketers must gain a better understanding of how digital health tools differ across platforms and populations.

Meta getting ready for more layoffs: Thousands of jobs could be lost as the company tightens its belt before Zuckerberg goes on leave. The cuts could spur other Big Tech companies to continue shedding headcount.

Search is already a major component of retail media; social is the next integration. Advertisers still view social media as a discovery medium and retail media as a conversion-driver. But both platforms are “potentially full-funnel,” according to Liz Cole, executive director and US head of social at VMLY&R, speaking at our “Attention!” summit.

Meta’s response to ATT could turn off agencies: While AI and automation are improving CPMs, some marketers complain about a lack of control.

The “TikTok generation” transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

Big Tech tries cooperation, not combat, with EU regulators: Platforms are trying to adapt to new norms around data privacy and advertising.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

While overall social network user numbers are rising slowly in the UK, there’s much greater movement in terms of the platforms being used.

Meta gained a strong hold over the US social media app rankings last year, with Instagram, WhatsApp, Messenger, and Facebook all boasting the highest numbers of downloads, according to Apptopia. Messaging app Telegram broke into the top 10 this year, as did relative newcomer BeReal.

Just as Facebook became the platform that defined millennials’ social media experience, TikTok is cruising toward a similar status for Gen Z—but it’s taking a different route.

As social media grows more “lean-back” than “lean-in,” it’s settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple’s AppTrackingTransparency.

The social audience remains massive: This year, for the first time, roughly two-thirds of the US population will use a social network at least monthly, per our estimates