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TikTok-dependent content creators face uncertainty: The impending 鈥渄ivest or ban鈥� ruling on TikTok is a problem for creators who may need to shift to other platforms with no guarantee of continued engagement or monetization.

Marketers have embraced social media as an advertising platform, with good reason. Social media ads pack a punch with a multiplier of 6.4, according to DISQO鈥檚 latest Social Media Benchmarks report. TikTok鈥檚 explosive growth over the past few years sheds light on the influence of the medium overall in consumers鈥� lives.

Plus, having a mix of positive and negative reviews can heighten trust and deepen engagement. Influencer fatigue isn鈥檛 new. Controversies like Tarte鈥檚 recent influencer trip to Dubai, along with the influx of sponsored content on social media, have reignited the flame.

The beauty brand's connected TV (CTV) strategy yielded impressive results, including 41 million total impressions, a 37% increase in message association, 66,000 website visits through Roku's Brand Showcase, and strong engagement with viewers ages 18 to 29.

As it diversifies revenue streams and strengthens its user base, Snap might just defy the odds and find a way to thrive in an increasingly competitive social media landscape.

I think what we might see happen is this focus on automation could initially enhance engagement, but if you think about it, again, social media is released about people interacting with each other. So too much artificial content could also distract from this user engagement in terms of people really wanting to express themselves and hear what others have to say.

The political advertising landscape on social media is fraught with challenges, including concerns over AI-driven misinformation, varying policies on political ads across platforms, and instability in social networks like X (formerly Twitter), leading to cautious campaign strategies in this domain.

Personalization across channels, value-driven messaging, and affiliate marketing can all help move customers closer to conversion, Garcia said. 61% of global marketing executives believe generative AI (genAI) will enhance customer personalization and engagement efforts, according to July 2024 data from Coleman Parkes Research and SAS.

Priorities include exploring agentic AI use cases, adopting stablecoins where they fit customer needs, pursuing M&As for both scale and capability gains, and committing resources before launching FMNs to ensure engagement and profitability. Banks are in a period of uncertainty, which means new opportunities and new risks. H1 2025 was volatile.

DOOH ads were more favorable than ads on TV/video (50%), social media (48%), online (37%), audio (32%), and print (31%), according to the OAAA and The Harris Poll study.

The top reason consumers are 鈥渄einfluenced,鈥� or talked out of buying something based on social media content, is because they don鈥檛 trust the influencers who promote the products (32%), per a July 2024 Credit Karma survey.

Partnering with trusted sources of influence鈥攆rom celebrities to cultural institutions and complementary brands or designers鈥攃an further enhance brand equity and spur new forms of engagement with customers. Target audiences via the channels that hold the most sway over their purchasing decisions.

Threads鈥� current format relies heavily on the 鈥渇or-you鈥� algorithmic feed popular on social media platforms鈥攈elpful for ensuring a constant stream of content to sustain user engagement, but placing creators at a disadvantage.

And 13% earn money from creating social media content, participating in TikTok Shop, or through brand deals. These digital entrepreneurs say the side hustles are paying off.

Invest in trust and engagement. Consumers are drawn to brands they trust. Utilize user-generated content, detailed product descriptions, and demo videos to build credibility. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Particularly in the social media sphere, the uptake of video-heavy platforms among Gen Zers and millennials is marked. Germany鈥檚 digital shift sustains total media time. Germany started its digital pivot later than the UK and France, but its current pace of change is strong. This is likely what鈥檚 keeping Germany above its 2019 total media time spent figure.

Financial institutions鈥� compliance processes need to be agile to quickly assess and determine if they can work effectively within the risks of the next social media innovation. If Meta adds the functions that financial services firms require for regulatory compliance, there鈥檚 room for both Twitter and Threads in their social media strategies.

Disney+, capturing 30% of Gen Z users, struggles to maintain engagement with the youngest audiences. US children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million); see chart below. Why it matters: This shift has profound implications for Disney.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

Our take: The hospital of the future will be small by today鈥檚 standards (under 100 inpatient beds) but its digital infrastructure will enable better care coordination, patient engagement, and outcomes. But there鈥檚 still a long way to go to get to the future. Go deeper with The State of 5G report.

As AI-powered AR glasses become more commonplace and as spatial computing platforms mature, new channels for advertising and consumer engagement will be created鈥攖hrough gamified experiences, for example. AI makes TV searchable and smarter. Google brings Gemini to the big screen.

Our take: Daily Listen shows Google鈥檚 ongoing efforts to dominate consumer engagement, even as it battles the US Department of Justice to control Chrome. If the AI podcast further reduces traffic on websites, it could drive publishers to opt out of Google鈥檚 search results entirely.

Retailers should lean into social media to drive private label brand awareness among Gen Z audiences. Among the 15-to-27 cohort in our Path to Purchase survey, social media was just as important as physical stores in driving product discovery. Retailers should leverage TikTok, in particular, to reach this demographic, as it is already home to creators who share value-oriented finds. Among them:.

The strategy: To increase engagement, brands should play into consumers鈥� curiosity with content that educates them on brand values, how a product is made, or behind-the-scenes features of ad campaigns. But make sure to keep the customer perspective in mind: 76% of consumers worldwide say that brand attempts to engage them go wrong because they lack relevance, per Edelman.