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Social media platforms have become a hub for communication, entertainment, and most importantly, shopping. Today, consumers worldwide spend their time on an average of seven platforms a day, GWI research shows. And many, if not all, of their shopping touchpoints take place on social media, per Meltwater.

Brands can take a page from lululemon athletica鈥檚 playbook and hold a dupe swap to show consumers what they鈥檝e been missing or use social media to give a behind-the-scenes look at how a product is made. Other strategies include leaning into secondhand and adding less expensive alternatives.

Many will struggle to build a meaningful audience considering podcasts require more active engagement than social media, i.e., they鈥檙e not being pushed out to users on an endless feed. Plus, the majority (51%) of podcast ad spend went to the top 500 shows in Q4 2024, per Magellan AI鈥攎eaning smaller podcasters and creators are less appealing to brands.

Political campaigns embrace the creator economy: It's a recognition of creators' ability to influence voters and drive engagement.

This level of engagement may not be universal across the region, but assuming similar user sentiment, the platform should be of growing interest to marketers looking to reach social media users, particularly in the coveted Gen Z cohort. Only Central and Eastern Europe has fewer users. This year, TikTok will have 96.5 million users in Western Europe.

Likewise, Old Navy was able to deliver some of its highest annual net sales in brand history and gain share due to a product assortment that offered both innovation and style, and strong social and influencer engagement.