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鈥淟ittle treat鈥� culture has taken over TikTok. The hashtag #littletreat has amassed 41.4 million views, and video after video shows users justifying their small purchases because they 鈥渄eserve a little treat.鈥� But little treats can add up. So Gen Z and millennial consumers are using rewards apps to pay for their little luxuries, according to Wes Schroll, CEO of the rewards app Fetch.

Discovery鈥攏ot influencers鈥攊s what separates TikTok and Amazon鈥檚 ecommerce businesses: The retail giant is trying to replicate TikTok鈥檚 success via its 鈥淚nspire鈥� video feed.

On today's podcast episode, we discuss how this year will look as Google's cookies fade away, the biggest threat to Google's search dominance, how many consumers are moving to ad-supported streaming, whether Apple can move the VR needle, Peloton's content hub on TikTok, the first person to ever complete Tetris, and more. Tune in to the discussion with our analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

On today's episode, we discuss why Snap's growth continues to stall, what to make of their TikTok-esque short form video feed Spotlight, and what to expect from the company in the second half. "In Other News," we check in on Pinterest and discuss the most interesting trends in social media usage by generation. Tune in to the discussion with our analyst Jasmine Enberg.

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.

Even as TikTok ad revenues tick up, Meta will still account for 75.0% US ad dollars spent on social media this year, according to our forecast.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

On today's episode, we discuss what AI-generated ads will look like, TikTok testing a new AI chatbot called Tako, Formula One finding a new way to advertise on its cars, ESPN offering its channel as a standalone streaming service, what using VR in a car will look like, visualizing the US workforce as 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of forecasting Oscar Orozco, and analyst Max Willens.

According to Piper Sandler鈥檚 45th semi-annual survey of US teen consumers, Gen Z spending was up 2% YoY to $2,419 annually. We dig into some of the key findings from the survey and offer our perspective, including why Ulta Beauty is proof the 鈥渓ipstick effect鈥� is in full swing and how Amazon can keep up with platforms like TikTok.

Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they鈥檙e shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.

If it feels impossible to keep up with Gen Z slang, that鈥檚 because it is. TikTok has turbocharged an already fast-moving content cycle, so you鈥檝e probably heard about trends that sound like gibberish. It鈥檚 tempting to give up on the spiraling influx of new language, but marketers need to understand at least some of the lexicon to avoid creating 鈥渃ringe鈥� content. Here are some terms marketers should know.

On today's podcast episode, we discuss how much audiobooks can move the needle for Spotify, how engaging its app is versus Netflix and TikTok, and how much of its podcast success is tied to Joe Rogan. "In Other News," we talk about how badly AI can hurt your company's customer service and why Google has called for a ban on personalized ads for minors. Tune in to the discussion with our analyst Daniel Konstantinovic.

E.l.f. was one of the first brands to embrace TikTok and has maintained a creator-forward approach to advertising. This approach requires 鈥渂uilding a culture and ethos at e.l.f. that is rooted in positivity, in inclusivity, in accessibility, but also rooted in every single person at e.l.f. believing that we are here to disrupt norms, shape culture, and connect communities,鈥� Lam said.

But one of the things I wanted to start out by pointing out is that for the third year in a row, our forecast is seeing a decrease in usage for TikTok and Snap, which is fascinating. But that being said, they are still spending more time on TikTok, like twice the amount of time on TikTok than they are on Snap and Instagram. So TikTok still reigns supreme for the time being. Marcus:.

With Discord ranking behind competitors like Instagram, TikTok, and Snapchat in social media adoption. One 2024 estimate suggested that only 18% of US teens and adults used it frequently鈥攎obile Video Quests could make the platform more attractive for advertisers. The move could also help Discord monetize non-gaming audiences by courting brands looking to reach younger demographics.

Retailer-owned streaming services like Amazon Prime and Walmart鈥檚 Vizio, along with full social platform integrations like Amazon鈥檚 shoppable TikTok ads, are the exception rather than the rule.

TikTok is the go-to platform for social health influencers. TikTok users are frequently exposed to health information on the app, including sensitive topics like mental health and weight loss. While faulty advice from influencers is common on TikTok, it鈥檚 hardly the only social media platform where this is a problem. Who are social health influencers?

"Especially on these fast-moving platforms like TikTok, getting a ton of content to stay top-of-mind has been transformative.". This shift reflects how consumers actually use social platforms today. Brands are questioning the value of a million impressions if they don't come from their target demographic.

These brands, spanning various verticals such as beauty, household, pets, and accessories, have seen success with paid social advertising on platforms like Meta, TikTok, Snap, and Pinterest. The company鈥檚 ecommerce gains during the 2024 holiday season shows the effectiveness of its AI-driven ad platform in sectors beyond gaming, including fintech and retail.

If successful, this feature could help Instagram win over influencers who are leaving platforms like TikTok because of uncertainties over the app鈥檚 future. Still, brands should remain cautious and avoid over-investing in Testimonials before results show whether the method is effective.

MCoBeauty has built a thriving business by pumping out dupes of TikTok favorites such as Charlotte Tilbury鈥檚 Flawless Filter foundation and Glow Recipe鈥檚 Watermelon Glow Drops. The brand is among the top three cosmetics brands sold at Kroger and recently expanded into 1,200 Target stores.

For example, the Bank of England uses TikTok to discuss financial topics such as interest rates. This approach can help FIs build brand awareness and convert viewers by connecting their advice to relevant proprietary tools.

Ecommerce everywhere, TikTok and social video, and generative AI are the top three trends that retail marketers worldwide are watching this year, according to a November 2023 MediaOcean survey conducted by TechValidate.

Ro Khanna (D-Calif.) created a recent TikTok video bringing attention to the upcoming deadline. Despite some technical inaccuracies鈥攕uch as saying the Trump administration "just announced" it was ending Medicare coverage of telehealth鈥攖he post accomplished its purpose, triggering 20,000 comments and drawing media coverage.