蘑菇AV

On today's episode, we discuss why TikTok isn't as algorithmically driven as we once thought, the significance of its less expensive ad rates, and the likelihood of a US ban. "In Other News," we talk about Americans' brand engagement on social platforms and some upcoming milestones for social media in 2023. Tune in to the discussion with our analyst Jasmine Enberg.

In March, 37% of US teens called TikTok their favorite social media app, up from 30% the same month two years ago, according to Piper Sandler. Snapchat dropped to second place, falling to 27% from 31% during that period. In the No. 3 spot is Instagram, which 23% of teens named their top choice.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

TikTok, Instagram, and Snapchat are where Gen Zers spend most of their daily time. Across the US population ages 18 to 24, time spent on TikTok will average 58 minutes per day in 2023, compared with 38 minutes for Instagram and 30 minutes for Snapchat.

On today's episode, we discuss why the US is considering a TikTok ban; where influencers, users, and advertisers will go if there is one; and how marketers can prepare. "In Other News," we talk about what Meta's latest job cuts say about the company and what its plans look like for a Twitter rival. Tune in to the discussion with our analyst Jasmine Enberg.

TikTok steps up its PR in the US capital: It鈥檚 hard for a Chinese company to make friends on the Hill, but it won鈥檛 be for lack of trying.

Time spent with TikTok will reach 55.8 minutes per day among US adult users this year, per our latest forecast, about 9 minutes more than expected in last year鈥檚 update. In 2024, time spent will increase to 58.4 minutes, up 4.8% year over year. We also expect TikTok鈥檚 US user base to cross the 100 million mark this year.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

On today's episode, we discuss whether it's time for Google to spin off YouTube, how people feel about targeted ads, what consumers think about using AR to shop, what an in-car TikTok app might look like, the US Supreme Court examining Section 230, paid health leave in the US versus the world, and more. Tune in to the discussion with our analysts Blake Droesch, Evelyn Mitchell, and Paul Verna.

Key stat: $6.19 billion (9.0% of US social media ad spend) will go to TikTok this year, according to our forecast. Marketers need to make sure they鈥檙e putting their TikTok budget to good use by choosing the right ad types for the right activations. Here鈥檚 an overview of in-feed versus Spark Ads on TikTok.

鈥淲hat will happen next?鈥� That鈥檚 the big question marketers have following the signing of a potential TikTok ban into law, according to Liz Cole, chief social officer at VML. While marketers don鈥檛 know if parent company ByteDance will sell TikTok, shut the platform down in the US, or find a way to fend off the legislation in court, they can prepare now for what鈥檚 to come.

TikTok parent ByteDance has until January 19, 2025, to sell the company or face a US ban. The company is suing to avoid the ban, but if the platform goes away, marketers need to know how to reach TikTok users on other platforms. From Gen Z to niche communities, here are five key stats showing the places marketers should be able to reach TikTok users.

Since its launch in September 2023, over 11% of US households have purchased items via TikTok Shop, according to data from a recent Earnest Analytics鈥� report, which analyzed credit card transaction data to learn more about TikTok Shop users.

Despite Meta鈥檚 strong year, ByteDance is close behind: TikTok owner鈥檚 $29 billion in Q2 revenues rivals US giant, which lags far behind in growth.

Social platforms are gaining in search: More US consumers are researching products on TikTok, YouTube, and Instagram, which could bode ill for Amazon and Google.

Over half (53%) of US adults ages 18 to 29 will use TikTok for holiday shopping this year, per ESW.

TikTok will beat Facebook in time spent in 2025, with US adults spending over 5.19 billion total minutes per day on the platform, while they will spend a total of 5.02 billion total minutes per day on Facebook, according to our forecast.

By 2025, US adults will spend more time on TikTok than on Facebook, according to our June forecast. This marks a major milestone for TikTok, which is on track to become the largest social platform in total daily minutes by the same year.

Regulatory pressure mounts in EU: The European Commission is following in the footsteps of various US agencies, states, and schools by banning the TikTok app on devices. Will the rest of Europe comply?

New app makes a play for Gen Z: As TikTok teeters on the verge of a ban in the US, Zigazoo is one social media app that is vying for market share.

Affiliate marketing isn't just for fashion creators on TikTok. At launch in September 2023, TikTok said that 100,000 US creators were participating in its native affiliate program. But almost all (97%) of US creators who participated in affiliate marketing programs did so on Instagram, compared with 61% for TikTok and 44% for Facebook, per October 2023 CreatorIQ data.

The US isn鈥檛 the only country with serious talks of TikTok bans. Japan, the UK, Germany, and France are all countries with over 15 million TikTok users each that could be left with a lot of time on their hands if TikTok bans succeed.

Chewed out on Capital Hill: TikTok CEO testimony fails to convince lawmakers, leaving platform's future in the US uncertain

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.