Nearly 80% of the world’s internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.
Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.
2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.
As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?
TikTok bans in colleges go viral: The fallout from students and teachers could be indicative of wider pushback against banning the app.
Twitter’s balance sheet is looking rough: The company lost more than 500 of its top advertisers, and Q4 revenues tanked 35%.
Instagram’s new Quiet mode offers an olive branch to parents and regulators as the Biden administration vows to go after Big Tech for “put[ting] our children at risk.” All social platforms can sense a new era of accountability, and they’re making active moves to stay on regulators’ good side.
Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.
TikTok isn’t solely driven by its famous algorithm: ByteDance employees can make posts go viral without any disclosures.
TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.
Discord doubles down on youth with Gas acquisition: The app is huge with teens, and the deal shows the acquirer’s interest in moving beyond its gaming roots.
TikTok’s recommendation oversight could usher in a new era for social media: The embattled app promised regulators access to its algorithm, which could mean similar changes for competitors.
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.
Content creation is changing as platforms share ad revenues with creators and all content becomes monetizable. “That’s going to send a wave of quick-hit, low-value content across social media as creators scramble to get more content out,” said our analyst Jasmine Enberg. Enberg predicts smaller creators will shift strategies as they try to earn more from their content.
Though Meta’s sheer size makes it a platform that advertisers can’t afford to ignore, the titan of advertising’s throne has never sat on shakier ground.
2023 layoffs expose Big Tech’s dirty laundry: Tone deafness, overexpansion, and lack of focus on security are the industry’s pressing problems that need to be resolved before the economy recovers.
CES delves into the creator economy: Sessions included topics such as data accessibility and influence of AI, underscoring the rising power of the booming creative class.
TikTok deal with IMDb enables discovery feature: Users can link to TV and movie content in their videos.
A quarter of US adults pay the most attention to TV commercials, making them the top ad format, followed closely by online ads, per CivicScience. Magazine and newspaper ads rank near the bottom, with only 4% and 5% paying them the most attention, respectively.
Meta’s latest EU fine is more than a minor shakeup: The ruling, which Meta will appeal, could markedly limit its ability to target advertisements.