The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth—indicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn’t discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

The news: US adults are increasingly dependent on digital platforms for news, with social media and video overtaking traditional news outlets for the first time. 54% of US adults get their news from social media, per the Reuters Institute’s 2025 Digital News Report, compared with 50% from TV news and 48% from news websites and apps. Our take: Linear platforms could offer personalized news digests and mobile- and social- friendly content to reengage younger users, while advertisers should diversify their campaigns across social media platforms to follow fragmented user engagement.

The news: Streaming and social media sites are the top beneficiaries of AI chatbot referral traffic. Out of 1.3 billion generative AI (genAI) search referrals in May, YouTube ranked first in traffic with nearly 40 million visits, per Similarweb. Our take: Focusing on what makes sites top the AI search results could help increase site visits. Expand knowledge-based articles, FAQs, and blog posts with educational and UGC content. Boost SEO with long-tail keywords that are likely to appear in prompts. Encourage inbound links since site authority is a factor in AI search results.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

The news: With scams on the rise, advertisers and brands need to be thoughtful with their communications to keep it out of junk folders. 96% of US adults get at least one scam email, phone call, or text message each week, per CNET. Our take: To stop volume fatigue, brands should avoid inundating users’ phones and inboxes with constant messaging. Social media could offer a less-saturated space where short-form content can exemplify brand personality and where users are more likely to expect engagement.

The news: A CBS investigation discovered hundreds of deepfake ads on Meta platforms promoting “nudify” apps that create sexually explicit content based on images of real people. The analysis of Meta’s ad library found at minimum hundreds of deepfake ads across Facebook, Instagram, Threads, Facebook Messenger, and Meta Audience Network. Our take: The rise of deepfakes on major platforms like Meta emphasizes AI’s potential to erode consumer trust and raise brand safety risks—forcing advertisers to navigate a growing gap between innovation and lagging safeguards.

It will rely on automated systems to approve algorithm updates and safety features, potentially sidelining privacy teams and risking half-baked feature launches.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

Businesses could soon plug in budgets and products, and Meta will handle the rest—threatening the role of agencies in the digital ad pipeline.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Fewer content removals signal better precision, but reduced proactivity could slow responses to hate speech and misinformation.

Post analytics and custom button tracking signal LinkedIn’s push to compete with TikTok and Instagram for creator attention.

Facebook is projected to lose users in several major markets: Meta may need to lean more heavily on its other platforms to sustain growth.

Separating research from product lets Meta build faster, think longer term, and prove it’s serious about becoming more than a social media company.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.

Meta’s ‘epidemic of scams’ is only worsening: As platforms fail to combat ad fraud, advertisers must be proactive to protect investments.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Meta aims to expand AI-powered ad creation: The early release initiative gives brands low-risk access to experimental creative technologies.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.