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.

On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

The “TikTok generation” transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

Snapchat sees user bump amid economic headwinds: Company outlines the steps it’s taking to bolster direct-response ad performance.

Francophones in Canada’s second-largest province have been slower to adopt digital devices and services compared with the rest of the country. But the latest data reveals the increasingly digital lives of Quebecois in 2023.

Snap continues its Q3 storyline into Q4: Users top estimates in fourth quarter, but dwindling cash is a hurdle to innovation and growth.

The number of social network users in Europe is still growing. But the relative strength of major platforms is shifting, as Facebook continues to lose market share. Instagram and Snapchat will be the biggest winners in 2023.

The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.

The UK is seeing stagnant social network user growth. But while reach remains huge, marketers should look at how their target markets are spread across platforms because this is where the real change is happening.

Nearly 80% of the world’s internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.

It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.

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.

Elon Musk’s reign over Twitter stirs chaos and user losses in Asia-Pacific. The region is propping up Facebook user growth that is flagging in most of the world. And TikTok is looming large among marketers as its popularity skyrockets.

It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our “US Digital Trust Benchmark 2022” report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

TikTok delivers best bang for the buck among rivals, studies show: The platform continues to put pressure on both Meta and Google.

Q4 was another turbulent quarter for social media: Support for a US ban on TikTok grew; Elon Musk announced he would step down from Twitter once he finds a replacement; and Meta suffered its first-ever major round of layoffs. But there were still bright spots for marketers.