The power of creators is alive and well—despite reports suggesting the opposite. Marketers are increasing, not cutting, their influencer spending, particularly on TikTok. But creator partnerships may not be right for every marketer, as challenges from brand safety to measurement persist.

The creator economy is thriving, with a market size of more than $100 billion. Here’s how two leading creators, including Amanda Hirsch of Not Skinny But Not Fat, are leveraging the power of community to drive success.

TikTok’s rapid entry onto the social scene in Canada makes it a prime venue for marketers to increase investment. Brands of all stripes should test new ad formats, work with creators to engage audiences, and aim to trigger social commerce transactions from TikTok.

On today's episode, we discuss whether Instagram is starting to look a little too much like TikTok, why we're seeing more brands pop up in movies and TV shows, how to win young people's loyalty, what comes after the iPhone, the potential of NFL+, an unpopular opinion about vinyl versus digital audio, some interesting population facts, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Blake Droesch and Paul Verna.

Canada’s consumers are slowly but surely shifting to online shopping, with ecommerce more than doubling its share of total retail sales since 2019. In this report, we look at the various retail milestones Canada will reach in 2022, as well as our first-ever breakdown of the country’s ecommerce sales by product category.

Meta’s Q2 shows how far its ad business has fallen: Wounded by privacy changes and a lack of young users, the value of Meta’s ads is plummeting.

TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.

Shopify broadens the services it offers merchants: It partnered with YouTube to allow creators and merchants to sell products on their channels and bolstered its logistics platform by buying Deliverr.

It’s been eight months since Facebook rebranded to Meta, but as our analyst Jasmine Enberg notes, “there won’t be a magical moment when we all suddenly enter the metaverse.”

Shopify offered a lifeline for merchants during the pandemic. Now, as the ecommerce environment grows more challenging, the company is devising new strategies to help brands expand their reach.

Meta’s going back to basics: The social giant is one of many major companies tasked with focusing on key priorities in the second half of the year.

On today's episode, we discuss what to expect from Prime Day 2022, Instagram's projected growth, what Americans watch on TV, the latest social commerce moves, movie theater ads 2.0, an unpopular opinion about comparing TV and digital video, how much time we spend doing meaningless work tasks, and more. Tune in to the discussion with our analysts Blake Droesch and Paul Verna and senior director of Briefings Stephanie Taglianetti.

This year, US adults will spend 25.7% of their social media time on Facebook, down 9.6 percentage points from 2019. As Facebook’s share drops, TikTok’s will continue to grow. US adults will devote 16.7% of their social time to TikTok this year, up 12.2 percentage points from 2019.

In this report, we look at the most important updates among the leading social platforms in Q2 and how those changes will impact marketers.

This year, 4.0 million Gen Zers (born between 1997 and 2012) will become social network users, up 8.4% over 2021.

For companies across an expanding range of industries, community offers a distinct, competitive business advantage in everything from customer acquisition to R&D.

Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.

US social network user growth has slowed to a crawl, and that means the social platforms will compete fiercely for users and engagement. Marketers should optimize their spending to take advantage of shifting consumer behaviors.

Total time spent with media is more than 10 hours daily on average in Canada this year. In the years ahead, total time will shrink slightly, but digital formats will continue to steal time away from traditional media.