蘑菇AV

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

On today鈥檚 podcast episode, we discuss how much time Gen Z are actually spending on their smartphones, the less discussed places Millennials are spending their social media time, and more. Join host Marcus Johnson, along with analyst Paola Flores-Marquez and vice president of research Jennifer Pearson.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.

鈥淚f you鈥檙e a marketer looking to reach Gen Z, you need to be everywhere,鈥� our analyst Blake Droesch said. Although Gen Z is known to spend a significant amount of time on social media, tapped into newer buying behavior such as social commerce, they also rely on physical stores. Here are three ways Gen Z鈥檚 path to purchase stands out.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

Why it matters: While tech giants and others are spending about $1 trillion on AI capital expenditures in the coming years, a Goldman Sachs report suggests the ROI, especially in the short term, is still in question.

From voice-activated AI to cutting-edge wearables, Meta's latest updates signal a push to dominate emerging tech markets.

The news: Despite spending more time on social media than other generations, Gen Z adults have mixed feelings about social platforms and their use, per a recent Harris Poll survey.

Snap introduces new AR glasses and creator tools: Updates include a unified entertainment feed and simplified app experience, positioning Snap to compete with TikTok and Meta.

Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.

In part two of this two-part podcast episode, we discuss why China and ByteDance might blink and sell TikTok to a US company, why a law around children's online safety will get passed, and what will happen if Dish Network and DirecTV merge. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell, and Max Willens.

Roughly 25% fewer shoppers made a purchase on Temu in August compared with January, per Earnest Analytics鈥攁 sign that despite the billions that parent PDD Holdings is spending on advertising, it鈥檚 becoming more difficult for the retailer to both attract new customers and convince existing ones to make repeat purchases.

Threads struggles to engage Gen Z: Meta faces challenge against the dominant TikTok.

Gen Zers are flocking to emerging payment methods, but card-based options, led by debit cards, remain supreme. Payment providers must align offerings with Gen Z鈥檚 preferences now as their spending power grows.

On today's podcast episode, we discuss the significance of a democratic country like Brazil banning X, how it will impact the platform in terms of users and ad dollars, and how advertisers in America are viewing the situation. Tune in to the discussion with host Marcus Johnson, vice president and analyst Jasmine Enberg and analyst Matteo Ceurvels.

The 鈥淭颈办罢辞办 generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

Spotify can expect another strong year for ad revenues: Investor pressure has the company capitalizing on podcasts for a video advertising expansion.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

In 2019, TikTok brought in less than $200 million in US ad revenues. Though its US ad revenues will grow only 36.0% in 2023, that鈥檚 faster than what we expect from any of its social competitors. Prior to this year, TikTok had recorded three consecutive years of triple-digit US ad revenue growth. Even with more modest growth projected for 2024, we expect revenues to rise 26.1%, to $8.62 billion.

To view the full forecast for TikTok/Douyin users worldwide, click here. Twitter鈥檚 struggles will result in hemorrhaging ad revenues. Since Elon Musk鈥檚 takeover, it鈥檚 been a tumultuous ride for Twitter. The good news is that user declines have not happened to the degree previously predicted. The bad news is that advertisers are losing confidence in Twitter, and ad revenues are in freefall.

Reddit was the fifth highest-visibility domain in Google鈥檚 organic search results in July 2024, up from No. 68 in July 2023, according to Sistrix. And since going public in March 2024, the company has introduced new ad products and search improvements.

After TikTok CEO Shou Zi Chew鈥檚 grilling in the US Congress, the app is facing more scrutiny around the world. Marketers in many countries need to be prepared in case lawmakers follow in the US鈥檚 footsteps.