蘑菇AV

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to Friday 5.

Medical misinformation 鈥榠nfodemic鈥� on social media: Influencers are promoting misleading information about medical tests. Here鈥檚 what healthcare and pharma brands should be doing to combat it.

Rising Airbnb rentals and Tinder鈥檚 weak ID verification create unchecked spaces for misuse. Colombia鈥檚 tourism boom worsens the problem as traffickers exploit platform anonymity and operate freely.

TikTok, Snapchat, and Instagram are the most popular social media platforms for Gen Zers, though only Snapchat draws a higher share of Gen Z teens than Gen Z adults, per our US Social Network Usage by Generation report. Millennials dominate on Reddit, where they represent about 40% of the user base. They鈥檙e also present on TikTok, though not as much as Gen Z.

Each generation navigates its health journey differently. Here鈥檚 what marketers need to know about tailoring their strategies to reach Gen Zers, millennials, Gen Xers, and baby boomers at each stage.

US children under 11 are over 10 times more likely to use YouTube than TikTok monthly, while social media usage among 12- to 17-year-olds is more divided across platforms, including Snapchat and Instagram. Both lawmakers鈥� and the platforms鈥� approach to youth safety can impact marketers.

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Strategic timing and markets: Mexico and Brazil are high-growth digital markets, where internet penetration and social media usage continue to reshape how people access information. By offering free, ad-supported content through platforms like Samsung TV+ that have traction in the market, NBC News Now removes barriers to entry.

The biggest shifts in social network usage will be seen in users鈥� choice of platforms. We鈥檝e already seen some inflection points鈥擳ikTok鈥檚 user base overtook Snapchat鈥檚 last year, for example. But more changes are on the horizon, particularly with Twitter鈥檚 rapid decline. Facebook is waning. It still dominates in the UK, but its user share is in freefall.

This year, declines among the stalwarts are creating room for TikTok and others to capture young audiences, creating a more fragmented landscape for social usage. 3 KEY QUESTIONS THIS REPORT WILL ANSWER. What do the declines in users for Facebook and Twitter mean for the social media scene in Canada? What platforms are gaining user share, and why?

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

Nextdoor bets on AI-driven content to fuel long-term growth: The platform鈥檚 NEXT initiative will transform past user discussions into monetizable recommendations, prioritizing engagement over short-term ad revenues.

A dedicated Instagram Reels app could give Meta an edge over TikTok鈥攐r fragment its audience. If users resist another app, Instagram鈥檚 video dominance could take a hit.

Our outlook for social media usage in Western Europe and Central and Eastern Europe, and a look at the market dynamics of the major platforms in the region. KEY STAT: Western Europe will account for just 8.7% of Facebook users worldwide in 2023. But the region will more than pull its weight among Instagram, Snapchat, TikTok, and Twitter users, with double-digit shares of the global totals. Key Points.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

We have upped our social user forecast since our last revision in December 2022. And next year, there will be nearly the same number of social users in the US as there are TV viewers, a historic audience shift. If there鈥檚 any medium that鈥檚 鈥渄ying,鈥� it鈥檚 linear TV.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

AI-powered summaries from OpenAI, Google, Microsoft, and Perplexity misrepresent facts, yet audiences buy in鈥攆ueling misinformation and risking brand reputation

Social users in the US will spend more than half their daily social time watching videos in 2023鈥攗p from one-third pre-pandemic. But social video鈥檚 growth is slowing, suggesting there鈥檚 a limit to the amount people want to consume daily.