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Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

On today鈥檚 podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.

Meta's antitrust trial over Instagram and WhatsApp deals winds down: But the trial鈥檚 outcome could reshape tech M&A for years to come.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon鈥檚 ad partnerships with the social platforms start to pack a punch.

The news: TikTok tweens and teens who make popular 鈥淕et ready with me鈥� skincare routine videos may be harming their skin. The takeaway: Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.

Threads is now included in Meta鈥檚 Marketing API: The change positions Threads as not only an X alternative, but as an effective marketing channel.

However, much like general social media usage where trust is low but engagement persists, consumers are likely to interact with AI-driven content despite reservations. What does this mean for marketers? New advertising opportunities are emerging.

This year鈥檚 festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Reddit is suing Anthropic for unauthorized data scraping: The case highlights growing battles over content control in the AI era.

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Tools like Smart+ and Content Suite help brands find trending creator content, predict ad success, and target more precisely.

On today鈥檚 podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest鈥檚 latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

XChat introduces file sharing, disappearing messages, and calls鈥攂ut user skepticism over privacy and vague 鈥淏itcoin-style鈥� encryption may hinder adoption.

It will rely on automated systems to approve algorithm updates and safety features, potentially sidelining privacy teams and risking half-baked feature launches.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Businesses could soon plug in budgets and products, and Meta will handle the rest鈥攖hreatening the role of agencies in the digital ad pipeline.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.