US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

A ban isn’t swaying brands from spending on TikTok: Apple, Pepsi, and DoorDash are among brands increasing ad spend despite hefty political problems.

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

On today's episode, we discuss the significance of Facebook's 2 billion daily active user milestone, what's contributing to continued negative growth, and what to expect from the metaverse this year. "In Other News," we talk about how much Reels and YouTube Shorts are creeping up on TikTok's short video lead and how Americans feel about where social media is headed. Tune in to the discussion with our analyst Debra Aho Williamson.

TikTok’s future is anything but guaranteed: While the app remains king of video for now, Meta and Google are making strides to steal market share.

Previously, we didn’t expect video to hit the 50% milestone until after 2024. With advertisers preserving more of their social video budgets during the downturn, this trend was accelerated.

TikTok’s magic is no longer in its mystery. The illusion of TikTok content being personalized for users through an all-powerful algorithm is fading. Two weeks ago, Forbes reported TikTok’s use of a secret “heating” tool. But TikTok’s heating controversy doesn’t mean marketers should immediately retreat to Instagram Reels. Rather, they should think of TikTok and Reels as two different tools.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

Though Meta’s sheer size makes it a platform that advertisers can’t afford to ignore, the titan of advertising’s throne has never sat on shakier ground.

Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what’s ahead in the next two years.

Meta succeeds against US regulators but takes a major blow in the EU: Meta insists that news isn’t part of its business model, but its pivot to Reels hits a major roadblock.

Meta shares its earnings with creators: New Reels ads expand choices for brands and revenue opportunities for influencers.

Ahead of its third-quarter earnings, Meta has expanded its ad offerings for Instagram, Messenger, and Reels.

Reels, Reels, and more Reels: Facebook released an API for Reels, allowing users to share short-form videos to the app from outside platforms.

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.