蘑菇AV

Instagram shoppers and millennials are top spenders. TikTok shoppers buy most frequently. Gen Z has mixed habits on Facebook and Pinterest.

TikTok is dealt a brutal legal blow: 14 states sued the company for harming minors, adding to its enormous pile of litigation and brand safety controversies.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

What retailers and brands need to know: Like their Gen Z forebears, Gen Alpha has discerning tastes, honed by an incessant flow of beauty content on TikTok and YouTube. Bright, colorful packaging helps but isn鈥檛 enough to win them over.

Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

They鈥檙e meeting young consumers where they are: TikTok. Three-quarters of US Gen Z smartphone users will use TikTok monthly in 2024, per our forecast. And they spend more time on the app per day than any other social media platform.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

We forecast US influencer marketing will grow 14.2% this year to $9.29 billion鈥攏ot including paid media amplification or spend outside social media. While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just 罢颈办罢辞办,鈥� said Enberg.

TikTok鈥檚 brief US shutdown rattled creators and brands: With 10% of US traffic lost and uncertainty looming, influencers are reconsidering their reliance on the platform.

TikTok Shop became a top 10 beauty retailer within months of launching in the US, capturing over 6% of category sales, per NielsenIQ. Food is the second largest CPG category sold on TikTok, making up 14% of total CPG sales. Key stat: Retail media is proving its worth.

This is driven by the influence of social media platforms where audiences expect video content, like TikTok, Instagram, and YouTube. B2B marketers worldwide are looking to meet this demand. Social media and video content play a strategic role.

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.

TikTok adds AI buying tools as it fights for its US life: Smart+ will reduce the difficulty of buying ad space, but TikTok鈥檚 days may be numbered.

By comparison, 27% of US adults trust social media companies to use genAI responsibly, per Reuters. Confusing terrain: The rise of genAI has created an internet environment laden with misinformation pitfalls. Only 9% of people older than 16 are confident in their ability to spot a deepfake, per Ofcom.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

Short-form video offerings signal the platform鈥檚 push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.