蘑菇AV

The number of Gen Z social media users continues to rise, but it鈥檚 baby boomers who are fueling growth on TikTok and Snapchat.

We expect social commerce sales in the US to reach $101.38 billion this year, driven by existing buyers increasing their spending. While social commerce plays a smaller role in holiday shopping, it's popular among Gen Z, who are more likely to make purchases influenced by creators. TikTok and Facebook are the top platforms, with apparel brands poised to benefit the most.

Microsoft, Oracle, and billionaire investors are vying for a TikTok buyout, with ByteDance keeping a stake. The deal could reshape TikTok鈥檚 data security and advertising model.

On today's podcast episode, we discuss what would happen if TikTok is (or isn鈥檛) banned in America, what marketers get most wrong about consumers, will AI smartphones be impactful right out of the gate, will most companies eventually ask employees to be in the office five days a week, the world's favorite drinks, and more. Tune in to the discussion with our analysts Blake Droesch, Bill Fisher, and Carina Perkins.

Texas claims TikTok violated privacy laws by illegally selling minors鈥� data, further intensifying scrutiny on the platform as it faces a looming ban in the US.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

Its relaunched Pink brand is gaining traction with younger consumers after going viral on TikTok and hosting back-to-school events on college campuses. After trimming its assortment to focus on underwear and beauty products, Victoria鈥檚 Secret is getting back into apparel categories like activewear, which offer the brand additional opportunities to boost engagement and purchase frequency.