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鈥淭颈办罢辞办 is the only platform that has comment culture, where comments start to become a part of the narrative,鈥� she said. 鈥淭his is an opportunity to come up with a new type of creator and creative.鈥�. Considering the risks.

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�.

LinkedIn is the top platform that has seen an increase in usage among B2B marketers globally, but others鈥攍ike YouTube, TikTok, and even Reddit鈥攁re also gaining. To reach B2B decision-makers, 64% plan to advertise on consumer channels. Video is appealing to today鈥檚 buyers. B2B buyers prefer quick, digestible content.

AI-powered ad growth: Performance+ underscores Pinterest鈥檚 pivot toward automation and lower-funnel advertising, helping it compete more effectively with Meta, Google, and TikTok. Shopping and commerce expansion: Pinterest is evolving into a product discovery engine, giving brands a more intent-driven alternative to social media ad platforms.

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.

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

There will be 3.86 billion monthly social network users this year, equal to almost half (48.3%) of the world鈥檚 population. Despite concerns about content moderation and data privacy that have plagued Facebook, Twitter, and TikTok鈥攖o name just a few鈥攖he social audience is still on the rise.

Shorts wants to take ad dollars from TikTok: YouTube uses the NewFronts to tout their short-form video format.

TikTok Shop is the most prominent player in livestreaming ecommerce for now (as the potential US ban looms), and Pinterest is ramping up its presence too. But retail-first sites like Amazon Live鈥攚hich hosts daily livestreams from brands and creators鈥攁re key to wider adoption.

How to build the perfect TikTok ad campaign, according to TikTok. Why it mattered:. In a report earlier this year, TikTok laid out its Web Auction Best Practices Guide. The guide included actionable tips, like 鈥渃onsider using under 20% of your budget during the learning phase鈥� and 鈥渨ait 1-2 days to observe KPIs before scaling鈥� your campaign.

In its request for an injunction, TikTok said even a one-month shutdown would cause it to lose 29% of its global ad revenue target for 2025. How advertising will change: TikTok has stayed the course throughout 2024 despite the ban, introducing new features and seeing significant success with TikTok Shop around Black Friday.

While online platforms such as Meta and TikTok have some protections under Section 230 of the Communications Decency Act, courts haven鈥檛 decided yet if AI companies鈥� outputs are afforded the same defense, adding to confusion about what AI platforms are liable for.

The news: Meta, Google, TikTok, YouTube, Snapchat, X, LinkedIn, and others pledged to improve their platforms鈥� content moderation efforts in the EU. The companies signed a revised code to the European Commission鈥檚 Digital Services Act (DSA).

While a number of premium beauty brands have started selling via TikTok Shop since it launched in the US in September 2023, luxury fashion labels have been hesitant to set up in-app storefronts and use the platform for more than marketing. Senior luxury buyers are a key audience for livestreaming.

Focus on social platforms where Gen Z is active, and monitor emerging alternatives if platforms like TikTok face bans or changes. Tailor campaigns to Gen Z鈥檚 preferences: Offer financial products that resonate with their habits, such as high-yield savings accounts, since their top financial goal is saving money.

She went super viral years ago at this point on TikTok for making a video where she slathered her face in foundation sort of mocking or riffing off of what an influencer who said that it wasn't a good foundation had done to try using the foundation, went really viral on TikTok.

Chinese apps like TikTok, RedNote, and DeepSeek have dominated US mobile app stores and appear at strategic moments. RedNote quickly filled the TikTok void, and DeepSeek emerged out of nowhere a week after the $500 billion Project Stargate was announced. Chinese users are as eager as other populations to use AI but lack access to popular tools like ChatGPT, Google鈥檚 Gemini, and Anthropic鈥檚 Claude.

Social media adoption accelerates sharply in early adolescence, with TikTok, Snapchat, and Instagram reaching 43%, 33%, and 30% of children ages 11 to 14, respectively. These are all critical developmental years. 80% of children and teens have YouTube accounts, 59% use TikTok, and 90% have smartphones, nearly matching adult usage at 98%. Is this a problem?

TikTok has a target to increase gross merchandise value to $17.5 billion in 2024 by aggressively courting brands, sellers, and influencers. Shein and Temu have the most overlap with TikTok Shop customers. They are thus more vulnerable to its competition, according to data from Earnest Analytics, while Amazon and eBay are relatively more insulated.

TikTok. They are picking up TikTok, which is unexpected because even millennials don't pick up TikTok at the same rate. And so this year, we saw a 12% increase in Baby Boomer TikTok users, and we can expect to see another 11% increase in the next. And so I want to be clear that we're still talking about a pretty small amount of the population, about 9 million or so, so about 13% of Baby Boomers.

We see the concrete impact through Bowlero鈥檚 TikTok initiative, where strategic creator partnerships generated engagement rates three times the industry standard and influenced purchase behavior. Bowlero鈥檚 success came not from reach metrics, but from identifying partners whose authentic experiences drove meaningful customer actions. Impact on brands and marketers.

Temu, TikTok Shop, and Shein are shaking up the agenda. This trifecta of digital disruptors with close ties to China has pioneered new models of retail, gaining significant traction with consumers in the US and around the world. All three are on track for continued rapid growth. We forecast that Temu鈥檚 US ecommerce sales will reach $19.39 billion in 2024, roughly on par with Target.

Celebrity-driven spots featuring Post Malone and Doja Cat ensure appeal to younger audiences, who split their attention between traditional TV and digital platforms like TikTok and YouTube. Super Bowl ads go beyond entertainment鈥攖hey鈥檙e an investment in brand identity and cultural relevance. With this year鈥檚 lineup, brands are set to make a lasting impression well beyond game night.

Social media advertising on Facebook, Instagram, TikTok, X, Snapchat, and Pinterest heavily targets mobile devices. This, along with consumption of mobile video (particularly YouTube), is driving the shift to mobile spending. Daily time spent with mobile devices will be 4 hours, 8 minutes (4:08) this year, per our forecast. Click here to view our full forecast on Canada digital ad spending by device.