蘑菇AV

TikTok will be more of a mixed bag. Many of TikTok Shop鈥檚 US merchants are based in or ship goods from China. Business Insider reported that daily US sales from TikTok Shop were down 20% to 25% month over month in May as those sellers struggled to plan pricing and logistics amid the tariffs.

Meta leaned heavily on competitive pressure from TikTok during its defense, framing Reels as a necessary response to rising user demand for short-form video, per The Verge. Meanwhile, the FTC maintains that Meta鈥檚 control diminished product quality and weakened competition in social networking.

Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.

The Trump administration could be a lifeline for TikTok. But saving the app is easier said than done, and Trump could change his mind. The 'TikTokification' of social media will outlast the potential TikTok ban. Every platform is preparing for a TikTok ban. Every social app is now a short-video platform. Some are also combining short, long, and live video into one TikTok-like feed.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

In part two of this two-part podcast episode, we discuss why China and ByteDance might blink and sell TikTok to a US company, why a law around children's online safety will get passed, and what will happen if Dish Network and DirecTV merge. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell, and Max Willens.

Nearly three-quarters (71%) of US Gen Zers find new media content on YouTube, per Toluna, compared with 72% on social platforms like TikTok and Instagram and 60% via streaming playlists. In 2025, 50.2% of US marketers will use YouTube for influencer marketing, per our forecast. While that鈥檚 still behind 84.5% for Instagram and 61.2% for TikTok, YouTube is gaining ground.

Visual demonstration is the main reason TikTok users seek brands on the platform. The content that resonates most with consumers is both relevant and engaging. 58% of US TikTok users say relevance is the most important characteristic of brand recommendation, while 42% say the same about video length.

YouTube鈥檚 record label clash echoes TikTok-UMG feud: Major artists are unavailable on YouTube and its music platform as a deal deadline approaches.

Since the launch of TikTok Shop in September 2023, brands and retailers have been able to set up storefronts on the app and sell directly to viewers with embedded checkout. Beauty is a top-selling category on TikTok.

Why it matters: Saturation, platform fatigue, and increased competition from apps like TikTok and Meta鈥檚 own Instagram are pulling users away from Facebook in important international markets. In Japan and Hong Kong, younger demographics have clearly pivoted toward apps with shorter-form video and chat-first functionality like TikTok and Snapchat.

Creator economy wars heat up: TikTok launches new subscriptions, while Patreon鈥檚 Autopilot tool boosts fan conversion rates.

It also highlights Shorts鈥� presence beyond mobile, directly challenging TikTok in a CTV platform it isn鈥檛 competing in. Changing the game for a captive audience: Unlike TikTok, YouTube is building a strong TV presence, even at the cost of frustrating loyal viewers in the process.

Go further: Check out our FAQ: How the US-China Trade War Is Affecting TikTok Shop, Temu, and Shein and Impact of Tariffs on US Businesses.

Despite TikTok鈥檚 strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok鈥攁nd YouTube Shorts.

Its overall ad revenues are growing faster YoY than other social media platforms, outpacing giants like TikTok and Meta鈥攖hough its ad business is significantly smaller than even second- and third-tier platforms like Snap and Pinterest. Reddit is the only platform seeing notable time spent gains YoY in 2025 as time spent with platforms like Facebook, Snapchat, and TikTok declines.

While TikTok is a dominant force in short-form video advertising, the platform鈥檚 legal status in the US remains unresolved. It looks more likely that TikTok will stay in the US market, but Meta鈥檚 Reels, Snap鈥檚 Spotlight, and Pinterest鈥檚 AI-powered discovery ads are all positioned to capture potential ad spend shifts if TikTok faces more regulatory challenges.

Mayhew leverages his experience as an agency creative director to make viral social videos about the world of marketing on LinkedIn and TikTok, and will be launching a longer-format YouTube show next month filmed in different office spaces around New York.

TikTok Shop is Gen Z鈥檚 new favorite gifting destination: More than half plan to make a purchase on the platform this holiday season, lured by the prospect of a good deal.

Emphasizing Shorts engagement gives advertisers confidence that YouTube is continuing a path of sustainable growth鈥攕omething short-form competitors like TikTok can鈥檛 match in light of ongoing regulatory uncertainty.