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TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

TikTok deal with IMDb enables discovery feature: Users can link to TV and movie content in their videos.

Some 65% of TikTokers prefer content from brands that feature original sounds, according to 2021 MRC Data. TikTok sounds allow users to attach posts to songs and other audio which can then drive an association between the song and the brand. TikTok already has a Commercial Music Library of royalty-free tracks, but brands can push social campaigns a step further by creating their own viral songs.

Brands can capitalize on social trends with real-world products and programs, but they have to be able to act at the speed of TikTok. That means giving creators autonomy, having a strong brand identity, and keeping a close eye on trends.

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.

On today's episode, we discuss the effect TikTok has had on social media, what time spent on the platform looks like, and the impact of its new screen time limit for children and teens. "In Other News," we talk about whether social apps are taking up a bigger or smaller share of Americans' time spent online and what Meta's AR and VR hardware road map looks like. Tune in to the discussion with our analyst Debra Aho Williamson.

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

TikTok remains Gen Zers鈥� preferred social network in terms of time spent, but its growth is hitting a wall. That鈥檚 natural, given the enormous amount of time they鈥檙e already spending on the app.

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.

Shopify looks to competitors for help as growth slows: The company鈥檚 partnerships with TikTok and Amazon should help with customer retention and acquisition.

Just as Facebook became the platform that defined millennials鈥� social media experience, TikTok is cruising toward a similar status for Gen Z鈥攂ut it鈥檚 taking a different route.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

TikTok doggedly pursues ecommerce expansion: The platform inked several deals to help grow its merchant base, but it faces significant obstacles in its path to growth.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

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.

With the rise of TikTok and all its copycats, there鈥檚 a lot to keep track of in terms of paid advertising. Creators frequent TikTok, Reels, Shorts, and Spotlight in some capacity, but the ad ops on each platform vary. Here鈥檚 a quick guide to what鈥檚 available on each platform.

A ban isn鈥檛 swaying brands from spending on TikTok: Apple, Pepsi, and DoorDash are among brands increasing ad spend despite hefty political problems.

TikTok鈥檚 potential ban isn鈥檛 putting brands off TikTok Shop: The platform鈥檚 sales potential is driving companies like Rare Beauty and Tarte Cosmetics to deepen their investment.

One-fourth of creators said they go live to their followers via YouTube, making it the most popular livestreaming app ahead of TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), per an April 2023 survey by The Influencer Marketing Factory.

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 and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

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.