B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.

TikTok shared new data to highlight the potential of its search ads for driving action. TikTok showed that activations with dedicated search campaigns led to 2 times higher purchase lift overall, while enterprise advertisers saw 2.2 times higher purchase lift and higher incremental return on ad spend (ROAS). TikTok’s success with search ads is promising, but advertisers ultimately need answers about the platform’s longevity in its core market. Questions about data security, content moderation, and political pressures are still casting a shadow.

A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17—emphasizing that short-form and digital video are leading the way. YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad. Gen Z’s digital buying power will only grow, and targeting younger Gen Z consumers will position brands for long-term growth—provided the right strategies are implemented.

Accenture Song has acquired Superdigital, a Florida-based social-first and influencer agency with clients including Microsoft, Welch’s, and Nerf. Founded in 2013, Superdigital specializes in TikTok-driven content, community building, and creator-led campaigns, with activations ranging from Welch’s pop-ups to Microsoft’s AI influencer work. The deal reflects a broader wave of M&A as consultancies and holding companies buy into the creator economy. With social and influencer marketing outpacing other formats, the move positions Accenture to win young, digital-first audiences and scale creator-driven growth.

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.

“The lines between social media and CTV are blurring, with more people watching social videos and creator content on TV sets,” said our analyst Jasmine Enberg. “Marketers must break down the silos between media and creative and think more holistically about their video strategies.”

The only certain thing about TikTok’s sale is more uncertainty: Washington keeps kicking the can on a US sale, leaving TikTok to convince advertisers not to panic.

The trend: Instagram is gaining momentum across Asia-Pacific, fueled by India’s 2020 TikTok ban and a projected 10% user growth in that market for 2025. Japan’s forecast has also climbed, with 44.4 million users expected next year. Our take: Instagram’s rise isn’t just reactive—it’s a sign of strong localization and feature depth. With TikTok facing stricter laws in Australia and Southeast Asia, Instagram’s Reels and group-channel tools position it as the more stable, advertiser-friendly option. Brands targeting APAC should reevaluate platform strategies as Instagram captures more of the region’s fast-changing digital attention.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube’s move positions it as a central hub for scalable, data-informed influencer marketing.

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

Lens integration sidesteps users to search without leaving the app. It sets up future monetization even if beta excludes ads and affiliate links—for now.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.

Advertising’s AI obsession is upside down: While genAI dominates for content creation, agencies are sleeping on AI’s real strategic edge—like SEO, workflow automation, and data insights

YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.

Snap faces ad revenue headwinds despite solid Q4: AI, AR, and creator investments need to deliver as brands seek better ROI in a tight ad market.

Instagram is looking more and more like TikTok: The company is launching a video editing app, Edits, which is strikingly similar to TikTok’s CapCut.

Recent Supreme Court rulings could aid TikTok: The high court will rule on the platform’s ban months after it made strong statements about government interference with digital free speech.

TikTok’s ban is officially happening, but there are caveats: A few potential escape hatches exist, but the January 19 deadline remains.