Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution.

After a tumultuous year, the social platforms will close 2020 on a high note in terms of ad revenues and users—and with features that closely resemble each other.

In 2020, Instagram’s total number of monthly users will hit 1.00 billion for the first time, thanks to a worldwide user growth rate more than double what we had predicted before the pandemic.

In recent months, both Instagram and Snapchat have made several changes to their products that are reminiscent of growing contender TikTok. Instagram launched its highly-anticipated feature Reels, which allows users to create short videos set to music, and Snapchat introduced a slew of new features, including adding music and a test for vertical navigation.

This report explores the latest developments in the social media landscape, including a look at TikTok Global, Instagram’s launch of Reels, and new election-related moves from Facebook and Twitter.