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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.

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.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

There鈥檚 also TikTok Shop to consider, which is now the eighth-largest US beauty retailer, per NielsenIQ, just one spot behind Ulta. The game plan: Walmart鈥檚 strategy to lure shoppers is simple. On the one hand, the retailer is leaning on discounts and cheaper products to encourage increasingly cost-conscious beauty customers to spend.

Key stat: Health and beauty brands should leverage TikTok. Health and beauty care makes up 78.9% of TikTok鈥檚 CPG sales, the top CPG category on the platform, according to NielsenIQ. TikTok Shop became a top 10 beauty retailer within months of launching in the US, capturing over 6% of category sales, per NielsenIQ.

TikTok unveils new AI tools: The platform streamlines content creation with avatars and dubbing, highlighting new challenges like deepfakes and transparency in years to come.

TikTok could go dark in the US this weekend. 蘑菇AV what percentage of TikTok/Douyin鈥檚 worldwide ad revenues come from the US? A) Less than 10% B) 25% C) 50% D) 75%. TikTok鈥檚 US ad business will make up 25.7% of TikTok/Douyin鈥檚 worldwide ad revenues this year, per our forecast鈥攁ssuming a ban does not take effect this Sunday. January 16, 2025. True or false?

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.

Reddit, TikTok, and Snapchat are increasingly popular for banking research. Among consumers who use social media for their bank research, YouTube and Facebook remained the top platforms. But Reddit, TikTok, and Snapchat have all seen statistically significant increases in usage since 2023. Physical branches still reign supreme during the purchase stage.

Substack is also investing in visual content鈥攊t launched a scrollable video feed, capitalizing on interest in short-form video and positioning itself as (another) TikTok alternative. A partner, not a replacement: Substack sees itself as a tool to support publishers, not to take them from other media organizations.

Teens don鈥檛 feel supported, but Big Tech is making changes: Younger users don鈥檛 trust tech companies鈥� commitment to mental health and safety. 64% of teens said major companies like Google, Apple, Meta, TikTok, and Microsoft don鈥檛 care about their well-being, per Common Sense Media. 62% aren鈥檛 confident their safety will be protected when profits are at stake.

The agency has established partnerships with Snapchat, Amazon, Google, Instagram, TikTok, and Instacart, aiming to bridge creator commerce and performance marketing. Clients already working with Creo include Mountain Dew, Delta, and State Farm, with Creo citing the ability to unify creator messaging with performance marketing goals.

We could see similar features integrated into established social media platforms like Instagram or TikTok. Source: seven39.

While many retailers focus their social media efforts primarily on TikTok and Instagram, Claire's fastest-growing channel is YouTube, according to Hurley. 鈥淲e need to actually be where our consumer is the most, which is on YouTube Shorts,鈥� Hurley said.

But the social platform has gained traction and notoriety domestically thanks to an influx of overseas 鈥淭颈办罢辞办 refugees鈥� from the temporary ban in the US. China鈥檚 ecommerce players pivot to Asia-Pacific. As trade tension with the US rises, AliExpress, Shein, Temu, and TikTok Shop have accelerated their push into Asia-Pacific.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube. Twitch鈥檚 share of the livestreaming market is steadily declining鈥攇oing from 71% in 2023 to 61% in 2024, per Digiday鈥攖hough it is still by and far the leader in this market.

TikTok offers an account status page with information on whether specific videos have been flagged or downvoted. Reddit notifies users when content is removed, especially by automatic moderators, though its tools are less centralized than Meta鈥檚 or TikTok鈥檚.

The ICO is analyzing how TikTok uses 13-17 year olds鈥� data to recommend content and how platforms like Reddit and Imgur verify the age of child UK users. The investigation comes in light of mounting concerns over how these platforms are using data generated by children鈥檚 activity in recommendation systems, 鈥渨hich could lead to young people being served inappropriate or harmful content.鈥�.

TikTok shoppers were the most likely to follow creators or influencers. Every social platform but Facebook had a significantly higher share of shoppers who followed creators or influencers than those who didn鈥檛. But TikTok shoppers were No. 1: 84.4% of respondents who said TikTok content led them to make a purchase indicated that they followed creators or influencers on any platform.

Meta鈥檚 shifting focus on short-form videos designed to compete with TikTok and Reddit鈥檚 increasingly strict content moderation policies aimed at attracting more advertisers have taken away from the community-first element that makes social media appealing in the first place.

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.