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Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

TikTok Shop rollout spurs concern about platform engagement: Our survey shows many users have actually boosted their usage since shopping debut, but time spent is slowing overall.

This year, we鈥檙e in a Brat girl summer. The lime green trend used by Vice President Kamala Harris鈥檚 campaign joins a handful of other trends going viral this summer. Marketers may be too late to capitalize with their own content, but there are still important takeaways from these TikTok trends that advertisers can apply long after the trends become outdated.

TikTok influencers drive the most engagement for sponsors: Our Industry KPIs show influencers on TikTok have more than twice the engagement as Instagram influencers.

Just two days ago, another TikTok ban bill was proposed. Though it鈥檚 not law, there are already state bans for the use of the social media app on government phones or accessed through Wi-Fi offered at some state colleges.

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

US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

Mobile and video formats will be key to a recovering ad market in the years ahead.

Although YouTube ad revenues were well below expectations, Shorts managed to hit a landmark 50 billion daily views, up from 30 billion in Q1 2022. That鈥檚 a promising bump in popularity for a platform which, like the other big tech competitor on the market, has had trouble distinguishing itself from TikTok.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

On today's podcast episode, our vice president of Briefings Stephanie Taglianetti hosts a mock-debate-style analyst showdown on Meta versus TikTok. Analyst Debra Aho Williamson and director of Briefings Jeremy Goldman go head to head, advocating on behalf of Meta (Debra) and TikTok (Jeremy) to prove which social platform is the bigger threat in three areas: getting people to spend time on each app, meeting 补诲惫别谤迟颈蝉别谤蝉鈥� needs, and AI innovation.

Alphabet's Q3 revenues hit $76.7 billion: Growth driven by Google Search, AI innovations, and YouTube ads.

Reaching consumers starts with knowing who they are. That means understanding consumer demographics, media and search behaviors, and ad consumption habits. Here are five charts to help you get to know your customers.

Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.

Although a TikTok ban isn鈥檛 in effect, it鈥檚 wise for advertisers to understand its potential impact and plan ahead, whether that means adjusting to other vertical video players such as YouTube Shorts or Instagram Reels, or experimenting with ads on streaming TV or audio channels,鈥� Nelligan said.

Key stat: Nearly 60% of TikTok viewers are more likely to trust a brand after hearing about it from a creator compared with hearing about it from a standard, in-feed ad, said Sam Kimmel, global creator partnerships lead at TikTok, during a CreatorIQ webinar.

TikTok is extending its video content to an array of public screens, including those at airports, gas stations, and movie rental machines. The expansion into out-of-home (OOH) advertising marks TikTok鈥檚 ambitions to go beyond its roots as a mobile app.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

The best ad practices for Facebook, Snapchat, or even Instagram Reels won鈥檛 convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We鈥檝e analyzed TikTok鈥檚 new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.

Search is undergoing a seismic shift. Google is still the go-to for most inquiries, but generative AI is changing how people search, and leading people to explore alternative search engines. Meanwhile, paid search dollars are moving to retail media networks as shoppers begin their searches on Amazon and other retailer sites. And Gen Z鈥檚 search habits look different from older generations, with the cohort flocking to social media sites like TikTok and using visual search and chatbots.

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.