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.

Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.

Amazon continued to dominate ecommerce in 2022: But advertising, not retail, was the company’s biggest success story this year—although not enough to prevent the layoffs of 20,000 employees.

As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

“Attention must be earned in an instant.” That’s according to our analyst Paul Verna. “The dominant ad formats [on social media] are below 15 seconds and in some cases as low as 3 seconds.”

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.

We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.

TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.

Kroger Precision Marketing has added Snapchat to its retail media offerings, enabling advertisers to use Kroger’s first-party data to target consumers with Snap or Story ad campaigns.

Snapchat aims for millennials but hits Gen Z (again): We think the social media platform’s new fitness-focused augmented reality feature will be more appealing to Gen Z than its target audience.

Twitter and TikTok regulatory losses would be Meta’s gain: Musk’s Twitter acquisition has attracted federal scrutiny and TikTok could get banned. There might be hope for Facebook and Snapchat after all.

There’s still a large percentage of social media users who don’t buy via social. Understanding what makes current social buyers buy can help brands and platforms increase sales and potentially grow their customer bases.

Another brutal quarter for Snapchat: The company’s repeated failure to garner ad interest has left it in a bleak position with an uncertain future.

BeReal is the newest kid on the social media block. The app has already captured the attention of Gen Z, and its growing popularity has sparked copycat features from Snapchat, Instagram and, yes, even TikTok. But do brands of all stripes need to embrace BeReal—or is it not ready for primetime just yet

In this report, we look at the most important updates for social platforms in Q3 and how those changes will affect marketers. For the first time, we’re including updates for YouTube as well.

By 2025, nearly 60% of the US population and almost all social and communication apps users will be frequent augmented reality (AR) users, but brands are only just starting to recognize AR’s benefits.