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TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

A jarring deceleration in ad spending growth has shaken the advertising industry in many parts of the world. However, this softness is not universal, and it is likely to be short-lived.

We forecast 90.0 million people will use AR in the US this year, interacting with it in ways that increase retail sales and advertising engagements.

Even as shoppers grow increasingly focused on value, few plan to cut back on holiday spending this year. Ninety-two percent of US consumers plan to spend at least as much as last year, including 36% who expect their holiday expenditures to increase, per a Basis Technologies survey.

Social networks are ramping up ad loads to rally their stock prices and as they continue to wrestle with AppTrackingTransparency.

New holiday ad treats: Platforms’ advertising updates and additions for the crucial Q4 selling season aim to help brands reel in buyers and buttress their own revenues.

Softer demand coupled with excess inventory has resulted in a heavily promotional retail environment that benefits online ad channels. Retail and ecommerce advertisers have been driving ad revenue growth for the biggest publishers in the industry, as noted in recent earnings calls by Alphabet and Meta. The retail industry is still playing catch-up on mobile ad spending.

TikTok boosts movie success: The platform drives theater attendance and ticket sales, especially among younger audiences.

Twitter’s well-documented travails under Elon Musk will result in a 28.6% contraction in ad revenues, while Snapchat (down 1.8%) will stagnate amid wider market doldrums and its failure to respond to increased competition. Facebook will also underperform the market, with essentially zero ad revenue growth. Besides TikTok, LinkedIn will be the only real bright spot.

TikTok delivers best bang for the buck among rivals, studies show: The platform continues to put pressure on both Meta and Google.

Temu has overtaken TikTok as the most downloaded app in the US. The Chinese shopping app racked up 12.7 million unique US installs in Q4 2022, putting it second only to TikTok, per Sensor Tower. But after splurging on Super Bowl ads, Temu overtook TikTok in the next quarter—and extended its lead in Q3 with 30 million more unique installs. Shein is surpassing Facebook, Instagram, and YouTube.

These self-aware young customers know that their mental health drives their financial behavior. They need help making better saving and spending decisions.

The ad is on YouTube, a popular platform for Gen Zers researching banking solutions according to an Ä¢¹½AV survey. But the ad doesn’t appear to be running on TikTok, Facebook, or Instagram yet, which could limit the ad’s reach and impressions.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there’s a limit to how much social video people want to consume daily.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

The Surgeon General’s plan to protect kids, backed by state attorneys general, could change how platforms and advertisers engage users.

Generative AI is poised to reshape the search advertising market. With a significant first-mover advantage, will Microsoft grow its share of search ad budgets? How can advertisers stay ahead of the curve?

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

In January, The Information reported that Twitter’s daily ad revenues were down 40% year over year (YoY), and that 500 of Twitter’s top advertisers had paused spending since Musk took over the company in October. The loss of marginal users will exacerbate the decline.

This year, TikTok will ride the social video wave to become the third social platform with more than 100 million users in the US. But text-based platforms are also set for a revival thanks to Instagram Threads, Bluesky, and even Meta’s Messenger.

Social search is growing, fueled by consumer behavior and AI—and so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn’t the same as traditional search. Here’s what advertisers should know.

ChatGPT fever has hit social media. Advertisers need to pay close attention, but generative AI social media chatbots still have a lot to prove—and challenges to overcome.

For example, Walmart has formed ad partnerships with social platforms like TikTok and Snap, and Amazon recently inked a deal with Pinterest to put shoppable ads on the popular lifestyle platform. Generative AI will transform marketplace shopping.