蘑菇AV

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.

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

There鈥檚 no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

The number of Gen Z social media users continues to rise, but it鈥檚 baby boomers who are fueling growth on TikTok and Snapchat.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

In the EU, the Digital Markets Act and Digital Services Act have prompted investigations into TikTok, Meta, and Google, with the potential for fines of as much as 10% of their annual global revenues. Regulators have also restricted platforms鈥� ability to collect data from minors, limiting advertisers鈥� access to sought-after demographics.

Social media adoption accelerates sharply in early adolescence, with TikTok, Snapchat, and Instagram reaching 43%, 33%, and 30% of children ages 11 to 14, respectively. These are all critical developmental years. 80% of children and teens have YouTube accounts, 59% use TikTok, and 90% have smartphones, nearly matching adult usage at 98%. Is this a problem?

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

3 2024 retail misconceptions: Retail media, QR codes, and microcommunities Brands and retailers got a lot right in 2024. Commerce media expanded further into non-retail channels like payments and travel. Brands found their own voices on TikTok. And in-person events helped drive traffic to stores. But the year also came with a number of lessons for retail. Here are three misconceptions retail experts noticed in 2024, and how brands can get them right in the 12 months ahead.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.鈥�

The share of US retail ecommerce sales transacted via marketplaces continues to rise and will reach nearly 40% by 2028. As more brands and retailers participate in this growing sector, they must understand consumer priorities and the complex and evolving dynamics of marketplace operations.

TikTok said it expected to spend about $2 billion on trust and safety by the end of 2024, including for election integrity. A real threat: Research from Microsoft showed that Russia, China, and Iran accelerated cyber interference attempts shortly before the November US presidential election.

We interviewed marketing executives Kate Kenner Archibald from Dash Hudson, Natalie Bastian from Teads, Laura Brooks from Made by Nacho, and Kate Jhaveri from TikTok to discuss their evolving roles, expanding responsibilities, and the challenges they face. Learn how they are redefining their roles and strategies for success.

China鈥檚 ecommerce disruptors will be disrupted: Shein, Temu, and TikTok Shop face a reckoning after breakneck expansion. These mobile-first ecommerce players with roots in China have taken off with consumers thanks to their ultra-low pricing, relentless digital marketing, and addictive shoppability.

TikTok鈥檚 growing influence: TikTok is becoming a key news source for Gen Z, with more young people using it for news than traditional media. Read article. Noplace tops App Store charts: The social app is drawing in Gen Zers with its aesthetic, user-friendly design, but its ability to compete with established apps depends on debugging and user retention. Read article. AI took over at work and at home.

蘑菇AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.