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TikTok鈥檚 future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

We forecast 90.0 million people will use AR in the US this year, interacting with it in ways that increase retail sales and advertising engagements.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

Media and publishing has the highest TikTok engagement across six categories, with 317 shares per post and an engagement rate of 4.7%, according to June 2024 data from Dash Hudson.

TikTok explains it all. While TikTok Shop鈥檚 鈥淒eals For You Days鈥� promotion fits within the prior explanation, it鈥檚 worth highlighting separately because Earnest credit card data suggests the platform grabbed share from competitors Shein and Temu during the first week of the event.

Reels and Shorts are gaining users and adding ad options. They still lag TikTok in several key areas, but now is the time for video advertisers to give them another look.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

This year, we鈥檙e in a Brat girl summer. The lime green trend used by Vice President Kamala Harris鈥檚 campaign joins a handful of other trends going viral this summer. Marketers may be too late to capitalize with their own content, but there are still important takeaways from these TikTok trends that advertisers can apply long after the trends become outdated.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

The rise of shopping apps selling ultralow-cost goods from China is drawing more value-driven US consumers. But are their strategies sustainable over the long term?

With 790.2 million Douyin users in China and more than 900 million TikTok users in the rest of the world, ByteDance鈥檚 footprint will amount to over 20% of the world鈥檚 population in 2023. By 2026, only 1 percentage point will separate it and Facebook. What to Watch. US scrutiny of TikTok will come to a head in the coming months.

Meta, TikTok, Snapchat, and others also have creator programs bringing in additional revenues. Influencer marketing is now a $6 billion industry in the US. Marketers will spend $6.16 billion on brand sponsorships in 2023, up by 23.4% from 2022, according to our forecast, which excludes paid media. Creator platforms also bring in major revenues.

TikTok also drastically underperformed expectations in 2022, although its growth was huge nonetheless. Industry media understandably latched on to TikTok鈥檚 multibillion-dollar underdelivery in 2022, as that shortfall was a useful representation of social media鈥檚 ad struggles. We downgraded our projections for TikTok by $1.75 billion in the latest round.

With Shorts, YouTube is fighting an uphill battle to fend off TikTok and dent Meta鈥檚 share of social video. TikTok poses a threat to YouTube鈥檚 US video ad business: By 2025, YouTube鈥檚 lead over TikTok will shrink to $930 million, from $4.3 billion in 2021, per our forecast.

The pandemic ecommerce boom that drove online sales is over. But marketplaces will continue to expand their share of US retail ecommerce, contributing almost 40% of the $588 billion in US online sales growth that we forecast over the next five years.