Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

As the creator economy continues to expand, consumer attention is further fragmenting across a growing number of creators and platforms. But revenues are increasingly consolidating into top names, squeezing the long tail of creators and other creator economy stakeholders.

Time spent with social media is plateauing, but Gen Z and Gen Alpha are still platform-hopping. As Gen Zers steadily overtake millennials in terms of share, brands must understand the nuances of how each generation uses its platforms of choice.

LinkedIn posted 9% YoY revenue growth in its June-ending quarter, fueled by rising engagement, B2B ad demand, and AI-powered tools. Despite soft hiring trends, sessions rose 11% YoY as more creators and professionals use LinkedIn for content, networking, and branding. Microsoft CEO Satya Nadella emphasized the platform’s evolution from a resume archive to a dynamic business hub. AI continues to drive efficiency and creativity across features, benefiting both users and advertisers. With strong identity data and a trusted audience, LinkedIn is carving out a stable, differentiated space in social media—positioning itself for long-term relevance beyond recruitment cycles.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.

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.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

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

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

More than just a cloud leader: Microsoft ad revenues surged 21%, gaming stabilized, and LinkedIn grew, too.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.