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TikTok Shop wants to be a holiday season shopping hub: The platform鈥檚 Brand Palooza campaign features steep discounts, an extended returns window, and TikTok Lives from celebrities, brands, and creators.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

Social video is getting an additional boost in daily time spent this year. It鈥檚 mostly coming from a less expected place鈥擬eta鈥攅ven as TikTok continues to dominate in total time spent.

Instagram and TikTok each have well over 100 million users in the US, per our forecasts, a milestone LinkedIn won鈥檛 crack anytime soon. And users likely spend significantly more time on those platforms. We expect adult US TikTok users to spend an average of 54 minutes per day on the platform this year; on Instagram, it鈥檒l be 35 minutes.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.

Our take: Video clips often go viral on platforms such as TikTok and Instagram, and these new visual features could help bring attention to Spotify鈥檚 audiobook catalog and spotlight the individual authors on its platform.

And we did a lot of influencer marketing, and then we had it take off and go viral on TikTok, which was incredible when people were... And for us to go viral on a competitor is amazing, isn't it? Jasmine Enberg (16:12):. Mm-hmm. Alex Schultz (16:30):. I felt so awesome about that. And the way that we measured it is we have some things.

TikTok. YouTube.

Meanwhile, TikTok鈥檚 Brand Palooza campaign is pulling several levers鈥攕teep discounts, high-profile TikTok Live shopping events, and extended return periods鈥攖o draw shoppers in. It is also testing a feature that puts product links right at the top of a post's comment section to make it easier for shoppers to access recommended products.

And 13% earn money from creating social media content, participating in TikTok Shop, or through brand deals. These digital entrepreneurs say the side hustles are paying off.

TikTok aims to quadruple the size of its global ecommerce business in 2023. But TikTok 厂丑辞辫鈥檚 US rollout has been complicated鈥攁nd that could have implications for the company鈥檚 aggressive goal.

Instagram鈥檚 charm offensive for TikTok creators: Its product updates aim to prioritize smaller creators鈥� content to provide more visibility and bolster discovery.

TikTok and X ranked at the bottom of All 蘑菇AV Cookies鈥� consumer trust survey. 3. Use types of marketing consumers trust. Key stat: 61.9% of US consumers trust video ads at least some of the time, putting the format ahead of sponsored content (57.0%), affiliate ads (55.1%), targeted ads (54.5%), and banner ads (50.7%), according to 蘑菇AV data.

Here鈥檚 what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

Go further: Check out our US Holiday Shopping 2024 report.

Nor is there a clear advantage to shopping via Haul: Orders are ineligible for Amazon鈥檚 fast shipping, and the offerings and experience are similar to those of Temu, Shein, and TikTok Shop鈥攁ll three of which already have a strong hold on consumers.

Show why recent trends in US ad spending raise the possibility of brand safety challenges this year. Analyze social media platforms鈥� past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.