蘑菇AV

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.

TikTok opened up access to its affiliate program to maintain TikTok Shop鈥檚 momentum. TikTok鈥檚 affiliate program for TikTok Shop has become an essential component for advertisers hoping to reach younger consumers. In May, TikTok dropped the number of followers users had to have in order to participate in its affiliate program to 1,000, down from 5,000.

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.

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

Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube. Twitch鈥檚 share of the livestreaming market is steadily declining鈥攇oing from 71% in 2023 to 61% in 2024, per Digiday鈥攖hough it is still by and far the leader in this market.

The platform is winning over shoppers from rivals like Shein and TikTok Shop. In January 2023, Temu captured just 12% of the spend of US Shein customers. Fast-forward to September 2024, and Temu鈥檚 share more than doubled to 31%, per Earnest Analytics. In addition, 30% of shoppers who made a purchase from TikTok Shop re-purchased that same product from Temu later on.

Creators are moving beyond ad-only models, and platforms like Patreon and TikTok are following suit with new subscription features鈥擵imeo is now offering a full-stack alternative with more customization.

The ExxonMobil-TikTok conglomerate is unlikely to exist, but a buy from Amazon, AppLovin, or Blackstone could be in the cards. April 4, 2025. Verizon is poking fun at which celebrity鈥檚 dating history in its new campaign? A) Justin Bieber B) Pete Davidson C) John Mayer D) Leonardo DiCaprio.

Compared to platforms like Instagram, Facebook, TikTok, and Snapchat, X has minimal ad spending share. X鈥檚 total ad revenues are small despite the gain. The platform is leagues behind other digital channels鈥攊ndicating that political favor can only go so far in helping the company get back to where it was pre-Musk.

Meta鈥檚 shifting focus on short-form videos designed to compete with TikTok and Reddit鈥檚 increasingly strict content moderation policies aimed at attracting more advertisers have taken away from the community-first element that makes social media appealing in the first place.

US adult podcast listeners spend roughly the same amount of time per day on podcasts as US adult TikTok users spend on TikTok, per our forecasts. That has captured the attention of brands. Still, not all creators are successfully monetizing their content, in part because it鈥檚 a hard medium to consistently create content for.

Unsurprisingly, TikTok and Instagram鈥攚hich have spent the past few years copying one another鈥檚 features鈥攃ut similar figures in our survey results. TikTok overrepresented in just one category, compared with Instagram鈥檚 three. But the two platforms are within a few percentage points of one another in almost every product category.

In fact, Meta and TikTok are two of the three leading platforms for video advertising. The third is YouTube, which also has social media elements. All three will see their video ad revenues grow rapidly between 2024 and 2026. Meta alone will attract nearly $50 billion in social media video revenues by 2026, up $11.68 billion in just two years.

Walmart x Celebrity Moms: Walmart launched the 鈥淢oms Answer Moms鈥� TikTok series, where consumers could ask parenting questions to celebrity mothers like Paris Hilton and Whitney Cummings. The campaign鈥檚 top video amassed over 120 million views and sparked a 5,000-comment thread of mothers sharing advice. Empathetic marketing: Recognizing emotional complexity.

TikTok is also banned in India, meaning Meta鈥檚 Reels and YouTube shorts can compete for short-form video attention.

This year, we also expect 177.2 million people in the US to watch YouTube Shorts, which makes its monthly audience larger than those of rivals TikTok and Instagram Reels. Four platforms have a bigger Gen Z audience than linear TV. They are YouTube, TikTok, Instagram, and Snapchat. There are also more Gen X social network users than linear TV viewers, and YouTube is closing in.

The report argues that while brands chase TikTok terminology and fleeting social media trends, they neglect a holistic approach to reaching Gen Z. 鈥淵ou can be inspired by your personal experience or what you see out in the world, but you have to be extremely curious,鈥� said Baker.

E.l.f. was one of the first brands to embrace TikTok and has maintained a creator-forward approach to advertising. This approach requires 鈥渂uilding a culture and ethos at e.l.f. that is rooted in positivity, in inclusivity, in accessibility, but also rooted in every single person at e.l.f. believing that we are here to disrupt norms, shape culture, and connect communities,鈥� Lam said.

Gen Z鈥檚 interest lies mainly in social video on apps like TikTok and Instagram Reels鈥攖he 18-to-24 age bracket has a penetration rate of 97.8% of internet users. Digital video penetration of all age groups combined is 84.9%. Only seniors have a usage rate under 75%. As with TV, content providers deliver programming that appeals to every age group.

Social media dominance: Social media platforms remain a primary destination for digital ad spending, as visually rich platforms like Meta, TikTok, and YouTube play a vital role in product discovery. According to 蘑菇AV鈥檚 analyst report, 5 of the 10 most active social media markets are in Latin America, with users spending 3-plus hours per day on social platforms.

Meta is one of seven designated 鈥済atekeepers,鈥� alongside Apple, Amazon, Booking, Google, Microsoft, and TikTok. Several have faced off against EU regulators. Meta鈥檚 EU subscription model has drawn fire since launch. Two months in, EU consumer groups filed a complaint, calling the privacy-for-payment tradeoff unfair.