Advertisers are stepping back from TikTok: CPMs fell significantly YoY, but advertisers should focus on diversification, not total abandonment, for the best results.

While teens retain digital habits from childhood (such as a strong preference for YouTube), their newfound independence and desire to connect with peers has led them to new habits.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Snapchat enhances brand safety features: The changes stand in contrast with Meta scaling back its brand safety commitments.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

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.

Its text-to-image genAI tool reduces costs by operating on-device, but the company still faces high user acquisition costs and dominating rivals like Meta.

Social platforms agreed to tighten moderation of hate speech in the EU while loosening rules in the US, risking an unpredictable content environment.

Snapchat launches ‘Find Your Favorites’ campaign: Creator-focused strategy aims to grow engagement and revenue amid TikTok's uncertain US future.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

As social messaging takes off, marketers are trying to figure out how to show up within that context, whether through advertising, shareable posts, or customer service.

Social media dominates teen lives: Balancing screen time, mental health, and meaningful digital engagement becomes increasingly urgent for parents and educators.

2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

TikTok is driving social commerce sales and buyer growth: The platform’s popularity and influence with Gen Zers contributed to its 2024 successes. We look at how that could change in 2025.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Snap’s play for adrift creators: A simplified payment program could entice creators who are left stranded by a TikTok ban.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon’s ad partnerships with the social platforms start to pack a punch.