After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Social teams are rethinking YouTube as Shorts surges, both long-form and episodic content gain traction, and generative search reshapes discovery. But legacy silos and cost concerns still hold many back, even as audiences and creators are leaning in.

Podcasts surge in B2B marketing: 36% of B2B marketers plan to use them, citing flexibility and trust-building attributes.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

As cookie alternatives proliferate, the Interactive Advertising Bureau (IAB) is stepping in to provide order: The newly launched id-sources.json framework is meant to clarify which new IDs are being used by ad networks and publishers.