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TikTok is experimenting with conversational ads. Similar to Meta鈥檚 click-to-message ads鈥攚hich let users chat with a brand on Instagram, Messenger, or WhatsApp鈥�TikTok is testing ads that let users start conversations with businesses in the US. It鈥檚 also testing ads that direct users to Facebook Messenger or WhatsApp to have those conversations.

The 鈥淭颈办罢辞办 generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

The ability to sell to consumers directly via TikTok Shop and Amazon is contributing to healthy sales growth: US K-beauty sales on Amazon shot up by 122% YoY in Q3 2024, more than four times the growth rate for total skincare sales on the marketplace, per a Samsung Securities report.

Some of the most prominent social media companies鈥攊ncluding X, Meta, YouTube, and TikTok鈥攁re relying on their users to flag violative and potentially misleading content. While those and other platforms continue to use moderation teams and automated systems, community-based efforts are becoming the norm for lower-severity violations.

蘑菇AV $200 million of that went to Duetti, a company that purchases music rights from artists and partners with TikTok and YouTube for distribution. Our take: Rising tariffs and reduced consumer spending may prompt retailers to scale back influencer partnerships and slow down digital ad spend.

Venezuelan President Nicol谩s Maduro fined TikTok $10 million in December 2024 for failing to remove viral challenges linked to child deaths and injuries. He also threatened to ban the platform unless it opens local offices in the country. Prediction. Social media companies will implement parental controls and algorithmic adjustments.

TikTok is still booming. Despite the threat of a US ban, TikTok contributed significant revenues to parent ByteDance, a sign that marketers and users aren鈥檛 going away. President-elect Donald Trump may also nix the ban, concluding its period of uncertainty. LinkedIn flexes B2B advertising鈥檚 strength.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.

The hashtag #supplements surfaces 1.4 million posts on TikTok. And supplement video views topped 5 billion, per a USP report last year. The growing marketplace: Nutritional supplements are both popular and considered effective. 77% of US adults take at least one, according to Amway鈥檚 2024 Habits and Healthspan report.

On Netflix鈥檚 mobile app, it鈥檚 adding a vertical video feed, similar to those on TikTok or Reels, with buttons to start playing, save to watch later, or share with friends. Personalized feed: Netflix鈥檚 revamped suggestions system鈥擱esponsive Recommendations鈥攎ay be aimed to capitalize on the 45% of Gen Zers who frequently decide what to view based on an algorithm or a 鈥淔or You鈥� page, per Toluna.

TikTok plays hide and seek: The app went dark for existing users on Saturday, saying, 鈥淎 law banning TikTok has been enacted in the US. 鈥� We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate 罢颈办罢辞办.鈥�. The app restored service on Sunday, telling users that "as a result of President Trump's efforts, TikTok is back in the US."

The platform is winning over shoppers from rivals like Shein and TikTok Shop. In January 2023, Temu captured just 12% of the spend of US Shein customers. Fast-forward to September 2024, and Temu鈥檚 share more than doubled to 31%, per Earnest Analytics. In addition, 30% of shoppers who made a purchase from TikTok Shop re-purchased that same product from Temu later on.

The EC has already forced TikTok to retire the TikTok Lite Rewards program for violating DSA regulations, citing 鈥渋ts propensity to stimulate addictive behaviors, especially among minors and younger users.鈥�. The EC is investigating multiple parties for DMA noncompliance. This law is all about holding the internet鈥檚 largest 鈥済atekeepers鈥� to account to promote competition.

Smaller players and TikTok will lead in growth. If TikTok avoids a US ban, it will grow its ad revenues by 32.1% this year, reaching almost $35 billion. However, given that about 44% of TikTok鈥檚 ad revenues come from the US, its final 2025 figures could end up radically different.

With platforms like Meta, TikTok, and Pinterest offering turnkey ad solutions for SMBs, Reddit must match ease-of-use and targeting sophistication or risk being overlooked. While Reddit is leaning into user control鈥攍etting people block ads from individual advertisers鈥攊t still needs to prove to brands that their dollars can drive results. These new tools could help do that.

Meta argues that it鈥檚 not a monopoly, that those acquisitions fueled its growth, and that it faces strong competition from players like YouTube, TikTok, X, Apple, and more. If the court agrees with the FTC, a separate trial could force Meta to divest Instagram and WhatsApp. Looking back: When Meta purchased Instagram in 2012 for $1 billion, the app only had about 30 million users.

A potential US ban on TikTok remains a wildcard鈥攊f implemented, Snap could capture a larger share of short-form video users and ad spend. However, competition from YouTube Shorts and Instagram Reels means that a TikTok ban wouldn't guarantee an automatic win for Snap.

While TikTok pioneered the most recent short-form video trend, YouTube has comfortably overtaken it in terms of user count. This is due to YouTube鈥檚 ability to put its own competing product directly in front of such a large and captive audience. It鈥檚 even pulling away from TikTok, and a US TikTok ban would likely boost these numbers.

The research used eye-tracking and emotion detection across thousands of ad views in five countries and concluded that 鈥渏oyful鈥� ads on Snapchat correlated with higher attention and long-term brand lift compared to other platforms like Instagram, TikTok, and YouTube.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.