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TikTok鈥檚 2024 revenues in the UK, Europe, and Latin America surged 38% to $6.3 billion, more than doubling 2022 levels, per filings cited by Forbes. The growth underscores TikTok鈥檚 strength outside the US, where a divest-or-ban standoff continues. Yet regulatory scrutiny in Europe looms large, with over $1 billion reserved for fines, ongoing probes across multiple countries, and potential penalties under the EU鈥檚 Digital Services Act. TikTok鈥檚 UK penetration tops 32%, with ad revenues projected to triple by 2027. Still, layoffs in trust and safety roles and a pivot to AI moderation could test regulators and user trust.

Reddit posted a standout Q2 2025, with revenues jumping 78% year-over-year to $500 million鈥攊ncluding $465 million in ad revenue, up 84%. Net income reached $89 million with strong EBITDA and free cash flow. Global DAUs grew 21% to 110.4 million, and US ARPU climbed 59% to $7.87, signaling improved monetization. Reddit is now a billion-dollar US ad business a year ahead of forecasts, driven by growth in AI ad tools. Yet challenges remain: Reddit still holds only 1.1% of US social ad spend and relies heavily on Google Search traffic. Sustaining growth means reshaping advertiser perception and boosting direct engagement.

YouTube is the top recipient of AI chatbot referral traffic, receiving over three times as much traffic than Facebook or Wikipedia, according to May 2025 data from Similarweb.

The news: Brands are ramping up influencer investment and creator rates are skyrocketing following Unilever鈥檚 commitment to allocate half of its advertising budget on an 鈥渋nfluencer-first鈥� strategy. Numerous influencer and social agencies 鈥渦nanimously鈥� claimed a notable increase in client spend on influencer marketing since Unilever鈥檚 announcement, per sources cited by The Drum. Our take: Unilever has accelerated a trend that was already in motion, signaling the broader shift among advertisers toward influencer-led strategies that deliver consistent engagement and targeted reach among key demographics.

Instagram head Adam Mosseri clarified that using 鈥渓ink in bio鈥� in post captions does not affect reach, aiming to dispel creator concerns that the algorithm punishes off-platform engagement. Despite his statement, creators remain skeptical, citing anecdotal dips in engagement when directing followers externally. As creators increasingly monetize through affiliate links, paid communities, and platforms like Substack, visibility control has become a high-stakes issue. Misinformation about Instagram鈥檚 algorithm leads to caution and second-guessing, creating friction for entrepreneurs growing businesses across multiple platforms. Real or perceived, lack of clarity undermines trust鈥攁nd for creators, platform policies directly impact their bottom line.

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Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

The news: Meta is axing political ads in the EU as of October, citing an uncertain regulatory environment with 鈥渦nworkable requirements.鈥� The company stated in a blog post that the pullback will include ads related to political, electoral, or social issues, and specifically pointed to conflicts with the EU鈥檚 Transparency and Targeting of Political Advertising (TTPA) regulation. Our take: Meta's decision signals how fast platforms can change ad policies and how little time marketers have to react. If labeling systems or ad review processes change for the EU鈥攐r broadly apply to topics adjacent to social issues鈥攁dvertisers may need to recalibrate campaigns to avoid triggering enforcement.

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

X鈥檚 ad business is beginning to recover. But the return to growth is complicated, and there鈥檚 still a long road ahead for X鈥檚 ad revenues to reach pre-Elon Musk levels.

The news: YouTube, Instagram, Twitch, and TikTok each offer unique advantages and drawbacks for gamer ad reach, per HypeAuditor鈥檚 2025 State of Gaming report. Choosing the right platform depends on what kind of impact marketers want to make. Our take: Marketers should boost campaign performance with influencer partnerships on these platforms since creators often understand their audience better than companies do. Track success platform by platform to help tailor ad strategies, capitalize on UGC, and maximize return on investment.

The news: Substack is exploring a larger shift from a newsletter-first platform to a more expansive media ecosystem鈥攐ne that could include ads and a social media identity. The company is doubling down on the Substack app and aiming to show that social media 鈥渃an be fun and rewarding without melting your brain,鈥� the company stated in a blog post. Our take: As AI search engines downgrade publisher content, Substack could become an important channel for brands to reach loyal and engaged young audiences. Marketers should research creators to find authentic voices that align with brand messaging, craft company newsletters to get onto user feeds, and be prepared with market analysis if and when Substack launches ad placements.

The news: Meta is experimenting with letting users sign up for Threads through Facebook, potentially attracting older users and further separating Threads鈥� identity from Instagram. Our take: Combining data from Facebook and Threads will give advertisers deeper insights and opportunities to optimize campaigns. Marketers can use this to tailor platform-specific campaigns or create unified cross-platform content to better resonate across demographics.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds鈥攂ut for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth鈥攁nd partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.

The news: Meta is refusing to change its 鈥減ay or consent鈥� model in the EU, per Reuters, risking fines to protect its ad-targeting capabilities. The company argues it鈥檚 being singled out and that 鈥渁 user choice between a subscription for no ads service or a free ad-supported service remains a legitimate business model for every company in Europe鈥攅xcept Meta,鈥� per Reuters. Our take: This is a battle for user data, and with the DMA鈥檚 prior victories over Meta, it鈥檚 one fight that Meta may not win. Marketers should track Meta鈥檚 changing compliance stance, prepare for restrictions on user-level data, and consider spending on platforms with fewer regulatory risks.

What do brands need to know about the next wave of digital growth?

The news: Bluesky added customizable notifications and activity alerts, helping users avoid notification fatigue and letting marketers reach more engaged audiences. Our take: If Bluesky continues building tools that prioritize user control and low-noise engagement, it could challenge X and Threads, especially among tech-savvy audiences who crave customization. Marketers should tailor content for small, more intentional user circles to increase the likelihood of notification subscriptions. This new feature highlights the importance of brand presence and engagement on Bluesky.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

AR/VR continues to evolve as a tool for marketers and retailers to develop deeper consumer engagement. Long-term growth will be helped by AI integrations and demographic shifts. And while gaming is still the top use case, smart glasses are on the rise.

The news: Gander Social is an upcoming Canadian social platform built on the decentralized AT Protocol, similar to Bluesky. Gander rejects algorithmic feeds, ad surveillance, and dark UX patterns, per Metricool. As an alternative to networks like X, Meta鈥檚 Threads, and Bluesky, it offers user-controlled content, privacy by design, and community-first tools鈥攈osted entirely within Canada. It will be available as a closed beta in August. Our take: As algorithmic fatigue and platform distrust grow, demand is rising for community-driven, ad-light spaces. Marketers should watch Gander as a testbed for the next wave of privacy-first, hyper-local platforms.

Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

The news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube鈥檚 big-screen push, per The Information. Our take: Advertisers may be hesitant to spend on placements before user adoption is proven. TikTok and Meta should prepare for initial losses and, to ensure a robust content pipeline for TV, introduce new simple editing tools or financial incentives to help creators optimize vertical posts for the horizontal big screen.

The news: News publishers are investing in social media presence that may not be creating meaningful referral traffic. Although publishers are working to meet audiences where they are鈥攐n social and video platforms鈥攖heir content is being watched, not clicked, per Digiday. Our take: Despite social media not converting engagement into referral traffic, news publishers have little option but to remain鈥攍eaving social platforms means losing user attention. Publishers may need to boost their efforts in community-driven channels like Substack and podcasts to foster engagement and reader loyalty.