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Other Snap developments: Meanwhile, it鈥檚 trying to woo advertisers from TikTok by offering ad credit packages to marketers ahead of the third potential TikTok ban deadline, per Adweek. Offers include an extra $10,000 in ad spend for brands that spend $50,000 on a campaign. Adweek said Snap鈥檚 鈥渁ggressive鈥� move is an attempt to capture a bigger share of the mobile video ad market.

By the numbers: The convenience that delivery platforms like DoorDash and Uber Eats offer is encouraging customers to place an order whenever the mood takes them鈥攚hether it鈥檚 to satisfy a sudden craving, or to try a TikTok food trend. Over 1 in 3 consumers (35%) have ordered delivery twice in one day, according to a DoorDash survey.

Twenty-five percent of respondents don鈥檛 use Instagram, while 28% aren鈥檛 using YouTube and 38% aren鈥檛 using TikTok. Behind the trend: Small businesses are struggling with social media adoption because of a lack of resources, expertise, and knowledge of the right tactics. 32% lack resources like time, budgets, and skills necessary for marketing a business successfully. Expertise is lacking.

Among social media platforms, Facebook (excluding Facebook Messenger), Instagram, and TikTok users spent less time on the social media apps in June 2024 compared with the year prior, per data by Comscore.

Both retailers are tapping into consumers鈥� growing appetite for playful, off-season Halloween d茅cor, which has been gaining traction on TikTok and Instagram. Unexpectedly early drops drive shoppers to share their finds on social, turning seasonal products into viral moments. Walmart鈥檚 Summerween Velvet Plush Throw, for instance, has already sold out in some designs, signaling strong early demand.

By embedding storefronts across the open web, PayPal is betting that personalized, in-the-moment purchasing鈥攄riven by its shopper graph鈥攃an rival the frictionless impulse buying that鈥檚 made TikTok Shop so potent. These ads are designed to address the emerging threat of agentic commerce鈥攚here AI shops for users鈥攂y helping merchants maintain control over their brand and connect with customers directly.

That compares with just 10% who visit Amazon first, and 12% who start their searches on TikTok. Google鈥檚 lead is narrower but still substantial when it comes to price comparison: 40% of the 16-to-24 age group turn to the company first, followed by 25% for Amazon and 12% for Walmart. More worrying for Amazon is Google鈥檚 rising appeal among Gen Z shoppers who already know what they want to buy.

Harris and Trump embraced TikTok鈥攁nd X. Harris鈥� team created memes and videos around viral internet trends like 鈥渂rat summer鈥� after singer Charli XCX seemingly endorsed Harris in a post on X. Meanwhile, Trump was the star of his TikTok account, and a video of him working a shift at McDonald鈥檚 went viral with close to 50 million views.

TikTok. Toluna. YouGov.

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.

Go further: Check out our FAQ: How the US-China Trade War Is Affecting TikTok Shop, Temu, and Shein and Impact of Tariffs on US Businesses.

With over 50% of users across YouTube, TikTok, and Instagram following virtual influencers, and AI influencers generating engagement rates similar to celebrities, there鈥檚 no denying the potential of the virtual influencer trend鈥攊f Google can position itself as a credible player in the space.

YouTube is best for long-form education and product demos, while TikTok excels at short, engaging brand storytelling. Instagram supports visual branding and community engagement, and Reddit helps reach niche communities and conduct market research. The best platform for B2B marketing depends on audience behavior, content strategy, and specific campaign objectives.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there鈥檚 a limit to how much social video people want to consume daily.

And while TikTok continues to attract new advertisers, much of this improvement is being driven by existing advertisers spending more on the platform. Among Tinuiti clients who鈥檇 been advertising on TikTok for a minimum of 12 months, the median advertiser increased their ad spend on the platform by 28% YoY in Q3 2024. Social鈥檚 second tier builds gains from the bottom of the funnel.

Poshmark and ThredUp may benefit from rising merchant prices on TikTok Shop and Amazon, where many third-party sellers get their items from China. Hubs for online ad spending鈥攊ncluding Facebook, Pinterest, and TikTok鈥攃ould see revenues decline if international companies like Temu and Shein reduce their budgets.

A lack of clarity around TikTok could divert money elsewhere. More than one-fourth of upfront digital video will be spent on channels outside of CTV in 2025. Some of that money was slated to go toward TikTok. Currently, TikTok is in limbo, with legal orders to find a US buyer or shut down stateside and a deadline that keeps getting extended.

Among these large players, Netflix, Walmart, TikTok, and Amazon are set for the fastest growth, at least in theory. Click here to view our full forecast for US digital ad revenues by company. If TikTok doesn鈥檛 survive its second reprieve this summer, half of its annual total will be up for grabs.

Nano-influencers with under 10,000 followers maintain the highest engagement rate on Instagram and TikTok, and engagement decreases as follower count increases; broader reach doesn鈥檛 promise the best results.

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.