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A lot can happen in a week. Rue21鈥檚 customer overlap with TikTok Shop could position the brand to benefit from a potential TikTok ban. Meanwhile, Gen Z consumers are increasingly choosing alcohol-free lifestyles, reflecting health-conscious preferences. Cost-consciousness drives brand switching, but convenience remains key in purchase decisions. Here are five stats that caught our eye this week.

It is also planning an app marketplace to offer inventory, logistics management, and other tools to merchants鈥攕imilar to existing app stores on Shopify, TikTok Shop, and, of course, Amazon. How it works: Under the pilot program, merchants can pay to boost their rankings on search results as well as for display ads on the marketplace.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn鈥檛 been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta鈥檚 Messenger.

After TikTok CEO Shou Zi Chew鈥檚 grilling in the US Congress, the app is facing more scrutiny around the world. Marketers in many countries need to be prepared in case lawmakers follow in the US鈥檚 footsteps.

US Black consumers鈥� high use of social media and somewhat neutral attitude toward advertising make platforms like YouTube and TikTok ideal targets for campaigns.

Brands can鈥檛 run ads within DMs, but they鈥檙e getting close, and TikTok is experimenting with conversational ads.

Social fuels streaming: Netflix invests in BookTok sensation 鈥淭wisted Love鈥� as TikTok reshapes publishing and adaptation strategies.

The majority of US ecommerce sales will come from mobile devices by 2028. In anticipation of this shift, brands and retailers must address any lingering inefficiencies in the mobile shopping experience they provide. They can do this by optimizing their customer acquisition, user experience (UX), and loyalty strategies.

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

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.

There鈥檚 no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. However, creators strongly favor Instagram for audience growth.

Between 2021 and 2024, US linear TV ad spending had a negative 3.5% CAGR. During that period, upfront TV had a negative 2.7% CAGR. Politics will place pressure on the TV advertising market. A record $6.90 billion will be spent on US TV political advertising this year. Political advertisers typically don鈥檛 buy upfront and focus on local and regional ad placements.

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.

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.

Every platform is preparing for a TikTok ban. Every social app is now a short-video platform. Some are also combining short, long, and live video into one TikTok-like feed.

The other top three are Instagram, X (formerly Twitter), and TikTok. Instagram remains popular, especially for reaching younger B2B buyers. Elon Musk鈥檚 acquisition of Twitter has made it less popular with B2B marketers. TikTok can be effective for content discovery, but its uncertain future and algorithmic preference for repetitive content make it less reliable for B2B.

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

In the EU, the Digital Markets Act and Digital Services Act have prompted investigations into TikTok, Meta, and Google, with the potential for fines of as much as 10% of their annual global revenues. Regulators have also restricted platforms鈥� ability to collect data from minors, limiting advertisers鈥� access to sought-after demographics.

鈥淯nderconsumption core鈥� trends on TikTok: 3 in 5 Gen Zers are following the trend, leading many to cut back on online shopping.