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Influencer marketing is becoming a need-to-have for payment brands鈥� marketing teams. While not without risks, it鈥檚 key to building awareness and creating relationships with young consumers.

Over half of Gen Zers discover products primarily on TikTok and Instagram: Google鈥檚 relevance is fading as social search takes over.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.

US children under 11 are over 10 times more likely to use YouTube than TikTok monthly, while social media usage among 12- to 17-year-olds is more divided across platforms, including Snapchat and Instagram. Both lawmakers鈥� and the platforms鈥� approach to youth safety can impact marketers.

X鈥檚 ad business is beginning to recover. But the return to growth is complicated, and there鈥檚 still a long road ahead for X鈥檚 ad revenues to reach pre-Elon Musk levels.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

What do brands need to know about the next wave of digital growth?

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.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

The new Account Status dashboard helps explain post visibility, giving Threads an edge over X by offering clarity amid Meta鈥檚 evolving content policies.

AI detection and watermarking could improve the user experience but deter brands and creators from experimenting with the technology.

Pitching itself as a collaborator, Substack empowers major outlets like The New Republic and smaller creators to expand their reach.

A new domain and improved desktop tools are part of Meta鈥檚 strategy to win over disillusioned X users and prove Threads鈥� value to advertisers.

Meta defends past acquisitions in FTC trial: The case could force Instagram and WhatsApp divestitures, disrupting ad buying and reshaping tech merger norms.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it鈥檒l need more than good vibes to scale

Western Europe isn鈥檛 the biggest market for TikTok in terms of user numbers. But its users are highly engaged and digitally savvy, so the platform should be an attractive proposition for marketers.

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

WhatsApp鈥檚 importance to Meta goes well beyond social messaging: A forced divestiture could disrupt customer service, commerce, and loyalty worldwide.

Undisclosed bots targeting polarizing issues expose a glaring vulnerability鈥攖hreatening Reddit鈥檚 brand as a forum for real voices just as its ad ambitions expand.

Younger generations seek out medical advice from social media and their peers: 鈥淒oing my own research鈥� is a health trend that took off during the pandemic. Healthcare providers and marketers must point out the dangers of trusting online medical misinformation while being more accessible on digital channels.

Despite mental health concerns and corporate distrust, teens still find value in social platforms鈥攅specially for connection, creativity, and emotional support.

YouTube ad growth is strong, but concentrated funding and economic uncertainty mean only the most distinct startups may thrive.