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2025 vision: Social platforms expect creators, Gen Z, and older users to wield more influence as a TikTok ban looms.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

At the same time, many Amazon merchants are being lured to sell on Temu and fellow ecommerce newcomer TikTok Shop with the promise of lower fees and other perks like platform-funded discounts and the ability for sellers to use their own fulfillment services.

How to build the perfect TikTok ad campaign, according to TikTok. Why it mattered:. In a report earlier this year, TikTok laid out its Web Auction Best Practices Guide. The guide included actionable tips, like 鈥渃onsider using under 20% of your budget during the learning phase鈥� and 鈥渨ait 1-2 days to observe KPIs before scaling鈥� your campaign.

Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won鈥檛 be Amazon鈥攂ut it will bring in new Gen Z shoppers.

Recent Supreme Court rulings could aid TikTok: The high court will rule on the platform鈥檚 ban months after it made strong statements about government interference with digital free speech.

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.

The news: The final countdown for a US TikTok ban has officially begun after a judge refused to grant an emergency injunction to halt the law requiring the platform to sell to a US company by January 19.

US Black consumers鈥� high use of social media and somewhat neutral attitude toward advertising make platforms like YouTube and TikTok ideal targets for campaigns.

Snap鈥檚 play for adrift creators: A simplified payment program could entice creators who are left stranded by a TikTok ban.

On today鈥檚 podcast episode, we discuss what actually ends up happening to TikTok, what an X and Truth Social alliance might look like, and who TikTok Shop might enter a joint venture with. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Zooming out: Instagram is trying to capture market share from TikTok, which faces a looming US ban, by adding new features like Spotify integration and resetting content recommendations. Our take: Trial Reels represents Meta's effort to compete with TikTok by addressing creator anxieties about experimentation and performance.

Temu, Shein, and TikTok Shop are winning this holiday season: Sales growth for all three outpaced larger players like Amazon and Target in November.

The majority of US ecommerce sales will come from mobile devices by 2028. In anticipation of this shift, brands and retailers must address any lingering inefficiencies in the mobile shopping experience they provide. They can do this by optimizing their customer acquisition, user experience (UX), and loyalty strategies.

Between 2021 and 2024, US linear TV ad spending had a negative 3.5% CAGR. During that period, upfront TV had a negative 2.7% CAGR. Politics will place pressure on the TV advertising market. A record $6.90 billion will be spent on US TV political advertising this year. Political advertisers typically don鈥檛 buy upfront and focus on local and regional ad placements.

On today鈥檚 podcast episode, we discuss if AI development is slowing down or speeding up, when it鈥檚 all said and done what happens to TikTok, if live sports are under threat from highlights, the potential impact of impending tariffs, which sports kids play the most, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Forecasts Oscar Orozco, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner.

The other top three are Instagram, X (formerly Twitter), and TikTok. Instagram remains popular, especially for reaching younger B2B buyers. Elon Musk鈥檚 acquisition of Twitter has made it less popular with B2B marketers. TikTok can be effective for content discovery, but its uncertain future and algorithmic preference for repetitive content make it less reliable for B2B.

Our top healthcare and pharma stories of 2024: Readers engaged with our stories on consumers鈥� health and wellness spending, pharma marketing to doctors, healthcare information on TikTok, and Trump鈥檚 impact on drugmakers.