Gen Z’s 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.
Article
| Aug 3, 2023
87.9% of US Gen Zers are social network users, according to our forecast.
Article
| Jun 18, 2024
Marketers are on the prowl for the next big social media platform. They’re eyeing names like BeReal, Lemon8, and Zigazoo, but so far, no platform has gained users the way TikTok did. “Understanding why certain apps surge and why some ultimately fizzle is vital to keep up with changing social user trends and behaviors,” said our analyst Jasmine Enberg. We took a closer look at what marketers are watching.
Article
| Apr 18, 2023
Netflix, Disney, and Amazon lead relief efforts for wildfire victims: Corporate and celebrity donations underscore the intersection of disaster response and cause marketing.
Article
| Jan 14, 2025
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.
Article
| Mar 27, 2024
List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.
Article
| Feb 12, 2025
Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.
Article
| Feb 12, 2025
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| Mar 25, 2025
Source: Deloitte
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| Mar 24, 2025
Source: The Verge; Rep Data; Two Cents Insights
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| Mar 24, 2025
Source: The Verge; Rep Data; Two Cents Insights
Chart
| Mar 24, 2025
Source: The Verge; Vox Media; Rep Data; Two Cents Insights
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| Mar 24, 2025
Source: The Verge; Rep Data; Two Cents Insights
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| Mar 24, 2025
Source: The Verge; Rep Data; Two Cents Insights
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| Mar 24, 2025
Source: The Verge; Rep Data; Two Cents Insights
With Facebook’s ad growth slowing, Meta is paying influencers to revive the platform—but can cash alone compete with TikTok and Instagram’s cultural dominance?
Article
| Feb 21, 2025
At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.
Report
| Jul 23, 2024
On today’s podcast episode, we discuss what Gen Alpha are up to on social media, where they are about to migrate to, and what advertisers need to know about these young people. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, and Vice President of Research Jennifer Pearson. Listen everywhere and watch on YouTube and Spotify.
Audio
| Feb 10, 2025
Nine in 10 consumers worldwide have a profile on Facebook, according to a January report from Sprout Social.
Article
| Feb 20, 2025
Chart
| Mar 11, 2025
Source: TeenVoice
This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.
Report
| Aug 12, 2024
Paywalls, contextual ads, and in-platform transactions could enhance Reddit’s profits without alienating its community-focused user base.
Article
| Feb 18, 2025
As the clock ticks on a required sale, regulatory risks could upend ad strategies and force brands to pivot.
Article
| Feb 18, 2025
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.
Article
| Jun 29, 2023
Time spent on social media is plateauing. Longer videos could keep users around longer while providing more monetization opportunities for platforms. But some short-form creators won’t be receptive to the shift.
Report
| May 21, 2024
Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.
Report
| Aug 7, 2024