蘑菇AV

There will be over 100 million social buyers in the US in 2024, according to our forecast. TikTok Shop, which launched in the US in September 2023, will be the single largest contributor to buyer and sales growth this year.

With divestiture unlikely, TikTok faces removal from US app stores, sparking uncertainty for creators, advertisers, and global regulation in an increasingly tense US-China standoff

On today鈥檚 podcast episode, we discuss the takeaways from Netflix鈥檚 record-breaking boxing event, the chances of TikTok dodging a US ban under a Trump presidency, the future of 鈥渞oadblock marketing鈥�, Perplexity鈥檚 new feature that lets you buy things directly within its search engine, the true story that inspired the 1992 film 鈥淎 League Of Their Own鈥�, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, Senior Analyst Evelyn Mitchell-Wolf, and Senior Director of Forecasting Oscar Orozco.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

Social media is an integral part of the digital lives of US consumers under age 18. What they see and how they behave on social also has real-world impact, which has resulted in increasing scrutiny from consumers and lawmakers.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

TikTok debuts AI Alive, an image-to-video generation tool: The feature is part of TikTok鈥檚 push to maintain dominance in a competitive short-form market.

TikTok brings DMs directly to livestreams: The update is part of TikTok鈥檚 broader livestream push, designed to keep brands and creators around.

The news: Shein鈥檚 and Temu鈥檚 influence in the US is fading quickly as both companies cut ad spending and look to Europe for growth. Our take: Shein and Temu are finding that the billions of dollars they plowed into US advertising have not been enough to secure US customers鈥� loyalty in the face of higher prices. But rather than find ways to extend the longevity of their US businesses, both companies are fleeing to Europe to take advantage of the (currently) more favorable trade environment.

The US-China trade war drives Shein to diversify its sourcing: Shein and Reliance Retail plan to start international sales of India-made Shein-branded clothes within six to 12 months.