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Gen Z鈥檚 complicated path to purchase leans heavily on digital platforms and channels. But offline resources still play a key role.

In 2025, TikTok鈥檚 share of US social ad spending (13.1%) will exceed the combined share of LinkedIn, Pinterest, Snapchat, X (formerly Twitter), and Reddit. Click here to view our full forecast for US TikTok ad revenues. Video will generate the lion鈥檚 share of TikTok鈥檚 US revenues this year. Meta will remain the market leader in US social video, with a 72.6% share of spending in 2024.

Platforms like X (formerly Twitter), run by Trump ally Elon Musk, have heavily boosted posts from Republican politicians, per The Washington Post. Trump鈥檚 established political brand, dedicated following, and support from conservative and right-wing media platforms reduced the former reality star鈥檚 need for hefty spending.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The team鈥檚 senior advisor, Miles Brundage, announced on X (formerly Twitter) that he left OpenAI to pursue external research avenues. Members of the AGI readiness team will be distributed throughout the rest of the company, per Brundage. The trend: In May, OpenAI disbanded its Superalignment team and multiple key safety operations leaders departed.

Major social platforms like Meta, TikTok, Snap, and X (formerly Twitter) are on high alert to manage a predicted surge in election-related disinformation,  per CNBC. Leading social platforms鈥� content moderation efforts face a litmus test and their success or failure in maintaining election integrity could have repercussions long after the election results are tallied.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.