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TikTok and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

Most major social networks鈥攊ncluding Facebook, Instagram, and TikTok (the top three social platforms by ad spending)鈥攈ave enabled ads in search results. But when available, social search ads aren鈥檛 a standalone product. They鈥檙e offered as an extension of broader social campaigns. (YouTube is omitted from this analysis since we classify it as a digital video platform.).

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

The news: Despite the pandemic, the growth of TikTok, and the proliferation of smart devices, today鈥檚 young adults say they are spending less time on social media than their counterparts of five years ago, per a new CivicScience survey. In 2017, 40% of respondents ages 18 to 24 said they spend less than two hours a day on social media. In 2022, that number jumped to 51%.

Over the past month, we鈥檝e seen ad updates from all the major players, from Meta鈥檚 generative AI ads to Google鈥檚 attempts to decrease clutter. Here鈥檚 what they mean for advertisers.

On today's podcast episode, we discuss how affiliate is helping marketers take back control of their ad spend. "In Other News," we talk about Amazon unveiling a smarter, more conversational, Alexa and TikTok Shop hitting the US. Tune in to the discussion with our analyst Max Willens and Alexandra Forsch, president of Awin Americas.

This month鈥檚 ad platforms update is all about analytics, with Google, TikTok, and Microsoft announcing improved reporting tools. Plus, Amazon announced on-site and off-site retail media innovations. And we saw some interesting ad network updates from Lyft and Intuit. Here鈥檚 a breakdown of what鈥檚 new.

With the rise of TikTok and all its copycats, there鈥檚 a lot to keep track of in terms of paid advertising. Creators frequent TikTok, Reels, Shorts, and Spotlight in some capacity, but the ad ops on each platform vary. Here鈥檚 a quick guide to what鈥檚 available on each platform.

TikTok is going all-in on in-app purchases; Meta is focused on shoppable ads; and YouTube hopes to gain a competitive advantage through its strong creator relationships. All of this is happening as we forecast US retail social commerce sales will grow nearly 30% this year to hit $68.92 billion

On today's episode, we discuss whether social media in the future will become less social or if it will go away altogether, what the streaming wars' battle royale looks like, how easy it would be to replace Twitter and TikTok, how people think their demographics are portrayed in ads, the fight for the car screen, where Americans have moved in the last 10 years, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, analyst Blake Droesch, and vice president of Briefings Stephanie Taglianetti.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

On today's podcast episode, we discuss how Meta could take the GenAI space by storm, the likelihood that rapid AI development and deployment backfires, and how advertisers are viewing Threads as it approaches its first birthday. Tune in to the discussion with our analyst Jasmine Enberg.

But I think that the point there, really, is the extent to which it can build an app ecosystem, right, and I think the thing that is potentially going to hamper that is it's really hard to see a world in which you could incorporate advertising revenue into them.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how toy brands are using TikTok as a marketing channel for children and adults alike, and how brands are making their toy stores more experiential to drive sales. Then, for "Pop-Up Rankings," we rank toy brands whose creative marketing strategies are making their toys stand out. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

TikTok steps up its PR in the US capital: It鈥檚 hard for a Chinese company to make friends on the Hill, but it won鈥檛 be for lack of trying.

On today's episode, we discuss why TikTok isn't as algorithmically driven as we once thought, the significance of its less expensive ad rates, and the likelihood of a US ban. "In Other News," we talk about Americans' brand engagement on social platforms and some upcoming milestones for social media in 2023. Tune in to the discussion with our analyst Jasmine Enberg.

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.

We're also going to see the deprecation of cookies this year by Google, which is going to have a big impact on desktop, but really on the mobile browsing experience and the amount of revenue that companies are able to bring in from mobile web. It was already going down, the mobile browser share of mobile ad revenue. It's accelerating even more.

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.

Thanks to its growing retail media business, Walmart keeps its top spot on our 鈥淯nofficial Most interesting Retailers List鈥� for April 2024. Meanwhile, newcomer Home Depot and returning member TikTok Shop make the list for equipping advertisers with more data.

On today's podcast episode, we discuss how social networks could improve society, the NBA's plan to remake its TV deals, US consumers' feelings on shoppable ads, how many folks are "serial churners," how disruptive Sweetgreen's salad-making robot might be, a scientific breakthrough from a 14-year-old, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

On today's podcast episode, we discuss whether X (formerly Twitter) can recover from its latest debacle, if folks will start buying cars on Amazon, whether ad-free social networks are inevitable, companies potentially ruining "buy one, get one free" deals, United Airlines weighing using passenger data to target ads on planes, how people feel about tipping in the US, and more. Tune in to the discussion with our vice president of Briefings Stephanie Taglianetti and analysts Ross Benes and Bill Fisher.

On today's podcast episode, we discuss how creators are evolving; why YouTube is white space for many marketers; and how marketers, social platforms, and media companies should shift their strategies. "In Other News," we talk about what freedom of speech actually means on social media and why TikTok and Pinterest are taking different approaches to social commerce. Tune in to the discussion with our analyst Jasmine Enberg.

You don't have to advertise if you don't want to." I mean, Zak, how important has advertising on Amazon become to Amazon sellers at this point? Zak Stambor:. It's incredibly important to sellers. Basically whatever you search for on Amazon, you're going to be bombarded with ads whether you realize it or not. So if you want to reach consumers, you kind of have to pay that toll of the ad.

One, if you just look at the numbers, Instagram stories will make up nearly 10% of Meta's overall ad revenue this year according to our numbers. And that's pretty incredible. Just for one feature on one app making up 10% of the company's revenue. I think that is something that should be noted.