Meta announced updates to its brand safety and suitability capabilities for Threads and Instagram this week as it looks to gain advertiser trust in its platforms amid regulatory scrutiny. The new restrictions are a double-edged sword. On one hand, advertisers will have increased confidence in their ability to appear next to safe content that doesn’t damage brand image. But on the other hand, reaching younger audiences helping drive growth could become more challenging and require nuance.

Reels revolution: Meta doubles down on short-form video to better compete with TikTok.

The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.

TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.

The pandemic led to many upward revisions of our UK digital user forecasts. Some changes (podcast listeners) will be permanent, while others will be temporary (digital gamers). Our social network user numbers, meanwhile, didn’t change much at all.