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As other platforms like Snap and TikTok step up their presence with retailers, Meta鈥檚 advantage lies in its ability to link massive reach with measurable results.

This likely reflects audience growth on TikTok and other social video platforms. Another potential factor driving the rise of social display eCPMs is social media鈥檚 younger demographic groups鈥攅ssentially users who are hard to reach on linear TV and, to some degree, on connected TV platforms.

With TikTok. Lauren Ashcraft (09:34):. Yeah. Rob Rubin (09:35):. Oh, I was with TikTok. Grace Broadbent (09:36):. And TikTok. Lauren Ashcraft (09:38):. TikTok and, yeah, growing credit card balances. Yeah, I think especially the TikTok is kind of the fear of missing out aspect of they really want to buy what they see others buying.

Use TikTok as a testing ground. Even with the threat of a potential ban, TikTok remains useful both for creating content and for social listening. Insights from TikTok often translate to other platforms, helping brands fine-tune messaging and strategize new creative. 鈥淯se TikTok to discover what resonates with other platforms and people in general,鈥� Crockett said.

Less disruptive mid-roll ads could make YouTube more competitive and potentially draw advertiser attention and prevent users from turning to other platforms, like Instagram, Facebook, and TikTok, which it currently lags behind in digital ad revenues.

The four-day event could also help the retailer counter the likes of Walmart, Target, and TikTok Shop, which have been holding competing sales in the lead-up to Prime Day in an effort to steal shoppers away.

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.

Dollar Tree has recently formed partnerships with creators like Rebecca Shobat (@dollartreedinners), who built a following of over 3 million on TikTok following by sharing unpaid content featuring affordable recipes created with ingredients from the retailer.

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.

Facebook will have the most social network users (177.9 million) in the US in 2025, per our May 2024 forecast, followed by Instagram (148.7 million), TikTok (117.9 million), and Snapchat (94.1 million). Use this chart: Marketers can use this chart to defend social initiatives and having a continued social presence, particularly if they want to be a part of cultural trends.

Meta contends that both apps would not have scaled without its investment and integration, and points to continued competition from TikTok, YouTube, and other global platforms, according to Axios.

For Snapchat, which has struggled to maintain growth against competitors like TikTok and Instagram, OpenAI's resources could provide a lifeline and new technological capabilities. 鈥淥penAI has been rumored to be looking to build its own social network,鈥� said our analyst Yoram Wurmser. 鈥淪napchat is cheap 鈥� for Open AI.鈥�

The brand saw a surge of popularity after posts from moms on TikTok, who use the earplugs to manage noise and overstimulation when parenting. 鈥淪ometimes you try a bunch of different things, you optimize your luck, and all of a sudden you see that someone posts and it goes viral,鈥� Bodewes said. 鈥淲e just tried to create as good of a product as possible for nightlife, and make it stylish.鈥�.

鈥淚 would be hesitant to support an organization that is using that iconography sans any kind of awareness or education as to why it exists in the first place,鈥� he said in a TikTok video. Consumers now expect sustained and meaningful social action from brands, instead of isolated gestures.

The trend of taking a vacation prior to a baby鈥檚 arrival has entered mainstream consciousness thanks to TikTok: The hashtag is currently featured on 39,800 posts. Push presents have become commonplace. Videos of women eating sushi boats in delivery rooms, opening jewelry boxes, or standing next to new cars are setting an expectation for partners to reward mothers for giving birth.

Reddit鈥檚 move puts it closer to parity with rivals like Snap and TikTok on third-party validation鈥攋ust as Meta moves in the opposite direction. In a market where fraud is growing more sophisticated, third-party measurement is table stakes, not a nice-to-have. Reddit appears to get that鈥攁nd marketers will take note.

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.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

The ICO is analyzing how TikTok uses 13-17 year olds鈥� data to recommend content and how platforms like Reddit and Imgur verify the age of child UK users. The investigation comes in light of mounting concerns over how these platforms are using data generated by children鈥檚 activity in recommendation systems, 鈥渨hich could lead to young people being served inappropriate or harmful content.鈥�.

The influx of shopping content hasn鈥檛 put users off. 70% of TikTok users who noticed changes in shopping-related content actually increased their TikTok usage because of it. TikTok Shop鈥檚 initial rollout in the US was marked by news stories of users revolting against the wave of shopping content washing over their For You pages.

These are branching out to cover more online channels, including social marketplace platforms such as TikTok Shop. New partnerships are drawing marketplaces and social commerce closer together. Over the past year, Amazon has launched programs with Meta, Pinterest, Snap, and TikTok to integrate shoppable Amazon ads onto the social platforms.

In a panel on how new consumer packaged goods brands can compete for shelf space and consumer attention, Fishwife co-founder and CEO Becca Millstein shared how she amplified a relatively small spend on a single billboard in Los Angeles by sharing it across Instagram, TikTok, and email: 鈥淚f you鈥檙e doing any marketing activation, make sure you鈥檙e squeezing the lemon completely.鈥�.

Nearly 80% of the world鈥檚 internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

See the highest and lowest engagement rates by industry for TikTok and Instagram

Escalating US tariffs on Chinese imports and the likely closure of the de minimis loophole could significantly impact social platforms like Meta and TikTok鈥攚hich rely heavily on ad dollars from fast-growing Chinese ecommerce companies such as Shein and Temu.