Snap is having trouble monetizing because Snapchat is primarily a chat platform, and “messaging apps are notoriously difficult to monetize,” according to our analyst Jasmine Enberg. The company could lean into its software as a service retail offerings, but consumers also aren’t sold on AR for shopping. Just 12.4% of US adults use AR for shopping, according to our forecast.

Snap’s new product lineup, revealed at Snapchat Partner Summit 2023, proves the company is still as innovative as ever. But under the excitement lie big questions about the state of its core ad business.

In March, 37% of US teens called TikTok their favorite social media app, up from 30% the same month two years ago, according to Piper Sandler. Snapchat dropped to second place, falling to 27% from 31% during that period. In the No. 3 spot is Instagram, which 23% of teens named their top choice.

Marketers are on the prowl for the next big social media platform. They’re eyeing names like BeReal, Lemon8, and Zigazoo, but so far, no platform has gained users the way TikTok did. “Understanding why certain apps surge and why some ultimately fizzle is vital to keep up with changing social user trends and behaviors,” said our analyst Jasmine Enberg. We took a closer look at what marketers are watching.

TikTok eclipsed Twitter, Pinterest, and Snapchat in US users within just a few years, according to our estimates, and now it’s chasing Instagram. After years of exceptional growth, TikTok will boast more than 100 million US monthly users in 2023—unless lawmakers stand in its way.

Latin America social network shifts to aid Instagram, TikTok, and Snap: Video-centric platforms are winning young users.

Nearly three-quarters of US TikTok users will also use Instagram this year, making it the most popular alternative to the social video app, per our forecast. That’s good news for Instagram Reels, which is positioning itself as a viable successor in the event of a US TikTok ban.

Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That’s where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.

If TikTok gets banned (and it’s a very big “if”), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

TikTok will see 11.6% global user growth this year, according to our forecast. That’s about double Snapchat’s and Instagram’s expected growth. The ByteDance-owned app will boast more than 900 million monthly users this year—if it manages to stay in the US, its biggest country.

The creator economy has permeated nearly every industry and redefined how people think about making a living. But the landscape is changing, driven by shifts in relationships between the key stakeholders.

Generative AI speeds and streamlines the process of creating content for brands’ social media accounts. But beware of taking steps that damage consumer trust.

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.