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YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform鈥檚 new suite of features introduced last week include Communities, a fan鈥檚 ability to boost creators鈥� videos, generative AI (genAI) video tools, and gifting. These innovations mimic what鈥檚 working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

From voice-activated AI to cutting-edge wearables, Meta's latest updates signal a push to dominate emerging tech markets.

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.

Retail media, TikTok, and connected TV (CTV) present opportunities for effective digital ad spending. Each of these channels is growing fast, with ad spending often lagging the sales potential.

Snap introduces new AR glasses and creator tools: Updates include a unified entertainment feed and simplified app experience, positioning Snap to compete with TikTok and Meta.

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.

Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.

Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population鈥檚, according to our May 2024 forecast.

Meta is also competing with TikTok for Gen Z users, and the race is tight: 72.5% of Gen Zers use Instagram at least once a month, compared with 71.5% for TikTok. Our take: If Instagram can maintain a connection with younger users today, it can potentially monetize them in the future as they grow into more active consumers.

Creator economy wars heat up: TikTok launches new subscriptions, while Patreon鈥檚 Autopilot tool boosts fan conversion rates.

Livestream shopping gains steam in the US: Twenty-four percent of US consumers have participated in a livestream shopping event, up from 16% last year, which is why Shein and Zara are investing in the channel.

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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.

Retail鈥檚 resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

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.