Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed “Add to Heart” will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

How does social media influence Gen Z’s customer journey?

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Amazon turns to Meta, Snap partnerships to keep TikTok at bay: As the retailer moves in on social commerce, TikTok is beefing up its supply chain.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it’s getting harder to convert new buyers. Here’s how retailers can encourage more social media purchases and boost their social commerce sales.

Which platforms are Gen Z’s top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

Snapchat+ growth is defying expectations: Messaging apps are historically difficult to monetize, but Snapchat+ has hit 5 million in one year.

Streaming video and music top Gen Z adults’ media activities, but their digital lives aren't just about entertainment. The multitasking, multidevice cohort treats the intersection of media and technology as a lifeline for socializing and staying informed.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.

Social networks are ramping up ad loads to rally their stock prices and as they continue to wrestle with AppTrackingTransparency.

Effect House by TikTok rolls out: As TikTok broadens its AR horizon, creator incentives play a pivotal role in its evolving digital strategy.

The Hollywood strikes are revealing the full power of creators. They’re accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here’s how marketers, social platforms, and media companies should respond.

TikTok’s addictive videos add up to a huge amount of time spent on the platform. It’s already the No. 2 social app in daily minutes and will top the list by 2025.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there’s a limit to how much social video people want to consume daily.

By 2027, there will be a combined 135.5 million Gen Z and millennial social network users in the US, over half of total US social network users, according to our forecast.