TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

The beauty and cosmetics sector brought in $94.36 billion in consumer spending last year, claiming the title of the fastest-growing retail category in the US, per our The US Beauty Consumer report. With most consumers planning to boost their beauty budgets in 2024, the sector’s defiance against cautious spending habits is set to continue, driven by the enduring “lipstick effect,” the rise of dupes and Chinese-associated ecommerce giants, and more.

In 2024, social will move from being a siloed, ancillary tactic to a core part of the marketing mix. And as more companies recognize the value of culture and community in driving conversions, creators will also shape more marketing plans.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.

It’s December, which means marketers should already have plans in place for 2024. The next year will be punctuated by increasing retail media and connected TV (CTV) ad spend, creator economy evolution, and even more AI. Here are five charts to prepare you for what’s ahead.

A private Swiss bank’s stock price dropped drastically after it disclosed a significant exposure to a troubled client—and social media amplified the news.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Problematic creator funds are a thing of the past: TikTok is sunsetting its creator fund one year after YouTube changed the game with a revenue-sharing model.

Gen Z is redefining family, community, and what’s expected from the shopping journey. Brands will need to meet these driven, digital natives where they are with dynamic media experiences to capture and retain loyalty.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it’s getting harder to convert new buyers. Here’s how retailers can encourage more social media purchases and boost their social commerce sales.

TikTok is extending its video content to an array of public screens, including those at airports, gas stations, and movie rental machines. The expansion into out-of-home (OOH) advertising marks TikTok’s ambitions to go beyond its roots as a mobile app.

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

By sticking to its values, Trader Joe’s has maintained the feeling of a neighborhood store while scaling across the country, while H-E-B’s commitment to caring for its community has won it the heart of Texas. Erewhon has taken a different approach, leveraging its famous clientele and access to lifestyle brands to become a pop culture icon.

Despite TikTok’s strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok—and YouTube Shorts.