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TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L鈥橭r茅al and live-shopping events will boost GMV.

Meanwhile, Chinese users are picking up TikTok slang. This blending of communities demonstrates an overwhelming preference for social apps with TikTok-like engagement. Safety and security fall by the wayside: Despite the enthusiasm for RedNote, questions remain about data privacy, data sovereignty, and effects on minors, which are key reasons behind the impending TikTok ban.

Zooming out: Despite being a relatively new and uncanny phenomenon, virtual influencers are already showing promise for brands. 29% of US consumers have made a purchase based on endorsements from virtual influencers, while 27% would consider this in the near future. 59% percent of YouTube users follow virtual influencers, while 56% follow these creators on TikTok and 51% follow them on Instagram.

Shein is losing share to Temu and TikTok Shop and facing a number of government investigations into its labor and selling practices. While Shein is angling to go public as soon as April, that could now be pushed into the second half of the year鈥攚hich would force the company to refile with the UK authorities, lengthening an already protracted process. Our take: Shein is in trouble.

That鈥檚 more than the 47 minutes US adult TikTok users will spend on the social platform per day, according to our estimates. Read the full report, US Creator Podcast Revenues Forecast 2025.

While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just 罢颈办罢辞办,鈥� said Enberg. As the creator economy evolves, it鈥檚 become harder for brands to identify the right partners.

TikTok, meanwhile, faces a January deadline to divest or be banned鈥攁lthough Trump has expressed a desire to 鈥渟ave 罢颈办罢辞办鈥� in a reversal of his previous stance against the platform. In the EU, the companies have been classified as very large online platforms (VLOPs), which subjects them to stricter scrutiny.

While CreatorIQ named Netflix the most dominant brand on TikTok and Instagram, Spotify was the most dominant brand on YouTube. Spotify also had the total highest EMV in 2024, which is tied to its high creator retention rate (83%), according to the report.

The four-day event could also help the retailer counter the likes of Walmart, Target, and TikTok Shop, which have been holding competing sales in the lead-up to Prime Day in an effort to steal shoppers away.

US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015. This rapid rise has been fueled by a boom in digital video consumption and a significant improvement in its ad products.

Facebook will have the most social network users (177.9 million) in the US in 2025, per our May 2024 forecast, followed by Instagram (148.7 million), TikTok (117.9 million), and Snapchat (94.1 million). Use this chart: Marketers can use this chart to defend social initiatives and having a continued social presence, particularly if they want to be a part of cultural trends.

The influx of shopping content hasn鈥檛 put users off. 70% of TikTok users who noticed changes in shopping-related content actually increased their TikTok usage because of it. TikTok Shop鈥檚 initial rollout in the US was marked by news stories of users revolting against the wave of shopping content washing over their For You pages.

Channels like Amazon and TikTok Shop are gaining beauty share鈥攖he former for its convenience and wide product selection, and the latter for its ability to drive impulse purchases. Younger consumers are spending happily. Teen spending on beauty jumped 10% YoY, according to the spring edition of Piper Sandler鈥檚 teen survey.

On today's podcast episode, we discuss how much people are actually searching on social media platforms versus looking elsewhere, what a TikTok ban could do to social search, and how AI-powered chatbots are changing how we look for things. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

TikTok World unleashes a slew of updates: The video platform taps creators and AI to court new ad dollars and keep apace with Meta.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.