蘑菇AV

And while TikTok continues to attract new advertisers, much of this improvement is being driven by existing advertisers spending more on the platform. Among Tinuiti clients who鈥檇 been advertising on TikTok for a minimum of 12 months, the median advertiser increased their ad spend on the platform by 28% YoY in Q3 2024. Social鈥檚 second tier builds gains from the bottom of the funnel.

Use TikTok as a testing ground. Even with the threat of a potential ban, TikTok remains useful both for creating content and for social listening. Insights from TikTok often translate to other platforms, helping brands fine-tune messaging and strategize new creative. 鈥淯se TikTok to discover what resonates with other platforms and people in general,鈥� Crockett said.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there鈥檚 a limit to how much social video people want to consume daily.

Jones Road Beauty, founded by Bobbi Brown, has built an authentic presence across age demographics on TikTok. 鈥淏obbi Brown got on TikTok and she spoke to people in a very authentic, real way,鈥� said Canaves. 鈥淭hey can see her, they can see her products, they can relate to her. And it鈥檚 not just the consumer who鈥檚 in her demographic, but it鈥檚 the younger consumer as well.鈥�.

The turmoil at TikTok and in the political landscape have accelerated their growth, and prompted other platforms to offer major cash incentives or bonuses to TikTok creators. Our take: The creator economy and influencer marketing are maturing, and that鈥檚 causing some growing pains.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta鈥檚 Messenger.

Amtrak avoids instant swipes with attention-grabbing, 鈥渁lt鈥� content geared toward a younger, digitally native audience for Instagram, TikTok, and X. For example, Amtrak posted an image on Instagram in January that read, 鈥淚 wake up, I choo choo.鈥�. Source: Amtrak on Instagram. Amtrak says this more trivial content drives users toward educational content.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

A pending TikTok ban has marketing repercussions well beyond NIL. Like many influencers, college athletes often have their biggest followings on TikTok. Up to four-fifths of athletes鈥� NIL revenues can come from TikTok, according to athlete branding newsletter Paycheck Playbook.

Harris and Trump embraced TikTok鈥攁nd X. Harris鈥� team created memes and videos around viral internet trends like 鈥渂rat summer鈥� after singer Charli XCX seemingly endorsed Harris in a post on X. Meanwhile, Trump was the star of his TikTok account, and a video of him working a shift at McDonald鈥檚 went viral with close to 50 million views.

Snapchat, Instagram, and TikTok are the most used platforms, followed closely by Facebook and LinkedIn. Further back, X (formerly Twitter) and Pinterest each have around 4 million Gen Z users. But neither will upset the status quo, with X set to see user numbers decline starting in 2025. In the top tier, TikTok is gaining fastest.

Go further: The above is culled from our FAQ on the TikTok ban, which will be updated as news arises.

TikTok, YouTube, and Pinterest are popular shopping destinations, too, with TikTok being the top social shopping platform in the UK. While China leads in social commerce adoption, other markets are catching up fast. "It's interesting to see how social media is evolving from being a discovery channel to a full-fledged commerce platform," said Perkins. Price matters most, but trust is important, too.

Social search is growing, fueled by consumer behavior and AI鈥攁nd so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn鈥檛 the same as traditional search. Here鈥檚 what advertisers should know.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn鈥檛 been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.

Less disruptive mid-roll ads could make YouTube more competitive and potentially draw advertiser attention and prevent users from turning to other platforms, like Instagram, Facebook, and TikTok, which it currently lags behind in digital ad revenues.

The news: Gen Z and young millennials are aggressively saving to retire by 40鈥攃hallenging stereotypes of overspending on luxury and leisure鈥攆ollowing the advice of TikTok influencer Mia McGrath, per Yahoo Finance. The details: McGrath is an advocate for the FIRE (financial independence, retire early) movement, which has gained popularity across social media.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

Gen Z adults spend more than double the amount of time on TikTok, Instagram, and Snapchat compared with the general population. TikTok leads among Gen Z adults ages 18 to 24, at an average of 57 minutes a day, more than triple the total population鈥檚 average of 18 minutes. There will be more Gen Zers on Instagram than on TikTok by 2028.