The news: President Donald Trump is expected to sign another executive order extending TikTok’s sale deadline as the current June 19 deadline approaches, marking the third extension since Trump took office. Our take: Trump is likely to continue extending TikTok’s sale deadline—but with each extension, brand confidence plummets further as the platform’s long term sustainability remains shrouded in uncertainty. The brands that will be most successful aren’t those that are crossing their fingers for TikTok’s survival, but those that are investing in contingency plans and platform-agnostic strategies that can pivot quickly.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Meta's antitrust trial over Instagram and WhatsApp deals winds down: But the trial’s outcome could reshape tech M&A for years to come.

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.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok’s push to maintain dominance in a competitive short-form market.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

The new Account Status dashboard helps explain post visibility, giving Threads an edge over X by offering clarity amid Meta’s evolving content policies.

The update introduces a My Netflix hub and real-time personalization tools, all aimed at helping users find something fast—and not flee to YouTube.

WhatsApp’s importance to Meta goes well beyond social messaging: A forced divestiture could disrupt customer service, commerce, and loyalty worldwide.

Social and streaming platforms now drive Gen Z’s content choices as algorithmic recs eclipse word of mouth for viewing choices.

As feature parity becomes strategy, Meta chases engagement and relevance.

Meta introduces new AI ad capabilities: The changes include more investments in Andromeda, new tools for Advantage+, and more genAI use cases.

When Southwest Airlines announced they were charging for bags, Amtrak posted on X, “Guess we’re the only ones doing free baggage now.” The post, followed by more info on Amtrak’s baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.

Meta’s new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.

Everyone from big brands to independent marketers is expected to be comfortable with short-form video creation. But for those who have not worked as creators or have more experience with long-form video, it’s difficult to know where to start.

Reels may get its own app: Instagram is reportedly exploring a standalone platform as it vies to draw attention away from TikTok.

A dedicated Instagram Reels app could give Meta an edge over TikTok—or fragment its audience. If users resist another app, Instagram’s video dominance could take a hit.

TikTok returns to US app stores, hinting at a secure future: Regulators and storefronts say they want to keep the app around, putting it on much stronger footing.

Short-form video offerings signal the platform’s push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.