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Facebook was the leading social platform among US teens and adults in January, used by 61% of those in an Edison Research survey. Instagram came in second (44%), followed by TikTok (33%) and Pinterest (31%). Twitter and Snapchat tied for fifth, at 27%.

On today's podcast episode, we discuss a digital out-of-home (OOH) TikTok initiative, whether OOH ads have actually bounced back, and what we expect to see from in-store retail media. "In Other News," we talk about YouTube experimenting with longer but less frequent ad breaks and whether consumers are finally bumping up against a video streaming ceiling. Tune in to the discussion with our analyst Ross Benes.

Key stat: 蘑菇AV 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

Finding the time to develop ad campaigns specific to a particular social platform is challenging. At HelloFresh, the meal kit brand has embraced a 鈥渄on鈥檛 create ads, create 罢颈办罢辞办蝉鈥� mantra to inspire creativity and give teams their valuable time back.

On today's episode, we discuss why Apple and Amazon will be the two most consequential advertising companies for the rest of the decade, the ceiling on their streaming ambitions, and how their tech and health investments stack up. "In Other News," we talk about whether TikTok has been able to reassure advertisers after its recent government hearing and the Federal Trade Commission outlining how companies should communicate their environmental claims. Tune in to the discussion with our director of Briefings Jeremy Goldman.

Olipop uses TikTok and the promise of gut health to capture Gen Z鈥檚 attention, while Crocs leans on Gen Z鈥檚 sense of nostalgia and cool collaborations. Coach reinvented itself to appeal to a younger generation of fashion consumers who want to express themselves and GU makes its US debut as Uniqlo鈥檚 little sister.

Scroll through TikTok and you鈥檒l see young users explaining why acting millennial online is 鈥渃ringe,鈥� or embarrassing. But millennials are still the biggest buyers on social media. As Gen Z grows up, they鈥檙e gaining on millennials a bit. But millennials will continue to outnumber Gen Z鈥攁nd other generations鈥攐n social media through at least 2026.

Don鈥檛 let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And 鈥淭颈办罢辞办-famous鈥� is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.

On today鈥檚 episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

Last December, TikTok user Lukas Battle posted a video proclaiming that 2024 is all about loud budgeting, which encourages consumers to open up about how they spend their money and take pride in saying no to unnecessary purchases.

We slashed our 2023 US ad revenue estimates for almost every social platform. For Snapchat (revised down by $505.2 million), TikTok (down $649.0 million), and Twitter (down $991.0 million), the cuts are significant. For Pinterest (down $31.5 million) and Reddit (down $40.9 million), the cuts are smaller but still impactful鈥�$40.9 million is nearly 10% of Reddit鈥檚 annual revenues.

The 鈥淭he Sopranos鈥� turns 25 this year, and the 鈥渕ob wife鈥� look鈥攂ig hair, fur coats, animal prints, and lots of gold jewelry鈥攊s back and trending on TikTok.

On today's podcast episode, we discuss why Amazon is pulling back from "Just Walk Out" technology, how the Atlantic magazine turned things around, what will ignite TV shopping, whether LinkedIn testing TikTok-like videos is a good move, what science says about how to be happy, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.

In the marketing lingo bingo game, 鈥淕en Z鈥� ranks at the top. (Yes, there鈥檚 also 鈥淭颈办罢辞办,鈥� but that鈥檚 largely due to its proximity to Gen Z.) So what happens when the hot topic is also the thing that makes you the most uneasy?

US consumers are increasingly turning to Walmart.com, YouTube, Instagram, and TikTok to start their online shopping searches, according to Jungle Scout. Amazon, search engines, and Facebook have lost share since Q1 2022.

On today's podcast episode, we discuss whether the way people watch sports has changed, if Uber and Lyft will ever be able to turn a profit, whether Peacock can keep its head above water, what happened to the TikTok ban, what The Walt Disney Co. should do with ESPN, who's not on the internet, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Bill Fisher and Max Willens.

On today's episode, we discuss what the new normal looks like at Netflix, why its ad-supported tier isn't helping much, and what the first DVD ever mailed by the company was. "In Other News," we talk about Meta, TikTok, and YouTube facing off at this year's NewFronts and whether instant videos could be the next big AI development. Tune in to the discussion with our director of Briefings Jeremy Goldman.

Some 57% of US consumers started their online shopping searches on Amazon as of Q2 2023, according to Jungle Scout. That鈥檚 more than those who started on a search engine (42%), the Walmart website (39%), or TikTok (17%).

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed 鈥淎dd to Heart鈥� will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike鈥檚 finance chief said the company is planning for a 鈥渟ubdued macro outlook鈥� and Paramount mentioned 鈥渟oftness in the global advertising market.鈥�

In this new role, Krantz will help to expand the company鈥檚 鈥渇ast turn鈥� video strategy, creating six to 15-second videos optimized for social platforms like TikTok and Instagram. 鈥淛ake is somebody that our internal creative team always just loved.

The broader ecommerce ecosystem is also feeling the squeeze: Amazon sellers and TikTok Shop merchants, many of whom source goods from China, are now considering price hikes. In the US, the golden age of hyper-targeted Chinese ecommerce ads may be ending. Platforms like Meta and Google will need to find new spending to fill the gap.

From Goop and the New York Times to TikTok creators, everyone is putting out a gift guide this year, trying to get a piece of this year鈥檚 holiday sales pie, which we forecast to reach $1.31 trillion in the US.

Walmart x Celebrity Moms: Walmart launched the 鈥淢oms Answer Moms鈥� TikTok series, where consumers could ask parenting questions to celebrity mothers like Paris Hilton and Whitney Cummings. The campaign鈥檚 top video amassed over 120 million views and sparked a 5,000-comment thread of mothers sharing advice. Empathetic marketing: Recognizing emotional complexity.

Ad agencies are split on generative AI. Some are diving into the emerging tech with partnerships and acquisitions. Others are wary of the hype. With major ad platforms like Meta, Google, and TikTok developing their own AI tools, agencies need to establish a clear approach鈥攐r risk irrelevance.