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Here鈥檚 what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

TikTok Shop drove $100 million in Black Friday sales: Efforts to introduce social commerce to users are working, but the ban looms large.

TikTok is developing similar capabilities with AI-generated creator avatars that speak over 30 languages. Platforms like Reddit are also investing in AI-powered translation tools in over 35 countries. Our take: This feature鈥檚 potential to transform global content distribution is significant.

The tech giant started sending influencers a questionnaire to provide information about product testimonials they鈥檝e posted on TikTok, YouTube, and Instagram, per Bloomberg. The questionnaire probes influencers on their interactions with sellers and products.

Show why recent trends in US ad spending raise the possibility of brand safety challenges this year. Analyze social media platforms鈥� past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.

Established platforms like TikTok and YouTube have built stronger relationships with creators, leaving Meta struggling to catch up. The platform continues to struggle with its identity as it attempts to simultaneously serve niche communities and broader audiences.

TikTok integrates with Nielsen ONE: Advertisers can measure and compare campaign performance across digital, linear TV, and CTV platforms.

In fact, 48% of US adults think advancing AI in the workplace will decrease the number of jobs, per YouGov. Already this year, 37% of companies have replaced workers with AI, per ResumeBuilder. The CEO of fintech company Klarna said in August that the company plans to use AI to cut 2,000 jobs. TikTok laid off hundreds of employees in October, replacing content moderators with automated tools.

AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement

Despite its popularity, TikTok鈥檚 ad revenues are relatively small compared with those of the social behemoth Meta. But CPMs on TikTok are inching closer and closer to Meta鈥檚 each year, per our forecasts

Platforms like TikTok, YouTube, and connected TV (CTV) are all competing for marketing spend. Without clear KPIs, marketers lack an understanding of鈥攁nd the ability to communicate with leadership about鈥攈ow campaigns are performing and where they should invest digital video marketing money.

Its errors show the dilemma of curbing misinformation while protecting users鈥� rights, especially as pressure mounts under new US leadership.

Steep discounts drove shoppers to spend on Cyber Monday: The Monday after Thanksgiving is poised to be the biggest online shopping day in US history.

Time spent on social media by US users is set to plateau in 2025. But there are substantial differences in how different age groups spend time on social platforms.

Oz's TikTok and X profile pages do note that he's global advisor and a stakeholder of iHerb. Public Citizen alleges that Oz violates the FTC鈥檚 guidelines, which require social media influencers to place disclosures about their relationships with brands on endorsement messages鈥攏ot just on their profile pages.