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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.

Gen Z鈥檚 entry into adulthood will be the main source of growth in US social media users over the next five years. While there are some parallels with millennials, this is a generation that has long been immersed in social media and has come up with its own rules to navigate it. They are self-aware, quick to adapt, and ready to push back on the standards set by their predecessors.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Marketers are on the prowl for the next big social media platform. They鈥檙e eyeing names like BeReal, Lemon8, and Zigazoo, but so far, no platform has gained users the way TikTok did. 鈥淯nderstanding why certain apps surge and why some ultimately fizzle is vital to keep up with changing social user trends and behaviors,鈥� said our analyst Jasmine Enberg. We took a closer look at what marketers are watching.

Social media users in select countries (US, UK, Australia, France, and Saudi Arabia) trust brands over influencers when it comes to finance, apparel, and skincare, per an October study from Snap Inc. and IPG Magna. Finance is where this trend is most pronounced.

Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.

On today鈥檚 podcast episode, we discuss what actually ends up happening to TikTok, what an X and Truth Social alliance might look like, and who TikTok Shop might enter a joint venture with. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Recent Supreme Court rulings could aid TikTok: The high court will rule on the platform鈥檚 ban months after it made strong statements about government interference with digital free speech.

Get the correct answers to our Big Question quiz in the eMarketer Daily newsletter from Insider Intelligence.

A growing list of legal problems for large platforms: A Texas investigation is a reminder of the coming era of privacy regulation.

TikTok鈥檚 ban is officially happening, but there are caveats: A few potential escape hatches exist, but the January 19 deadline remains.

Snap鈥檚 play for adrift creators: A simplified payment program could entice creators who are left stranded by a TikTok ban.

Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.

Social media usage in Asia-Pacific is unique. For example, in China, many Western platforms are blocked, paving the way for homegrown sites like Douyin to proliferate. In India, TikTok was banned in 2020, leading to a higher rate of penetration for Snapchat.

Gen Zers and millennials are increasingly turning to social media platforms for health-related information. Here鈥檚 the data you need to ensure your marketing campaigns are reaching these cohorts.

Mothers in the US spend over twice as much time on Facebook and Facebook Messenger than they do on TikTok, according to September Comscore data.

Bluesky, the microblogging alternative to X, has found impressive growth and public interest following the US elections, adding 1 million new users in a single day. However, its murky monetization plans have left its value for marketers unclear.