蘑菇AV

Most US adults blame social for teens鈥� poor mental health. 蘑菇AV one-fifth of US adults said social media is 鈥渃ompletely鈥� responsible for rising depression among teens, and another third said social is 鈥渕ostly鈥� responsible, according to a February 2023 poll by YouGov. Just 12% of US adults said social plays no role in the highest depression rates ever recorded. Teens鈥� relationship to social?

TikTok is testing TikTok Shop (which includes live shopping) in the US, and reports suggest it will launch a supply-chain infrastructure. But the app is also rolling out commerce ad formats, such as Catalog Listing ads. Predictions. Meta and TikTok will venture into search ads. Nearly 40% of US users ages 18 to 24 now start their searches on Instagram and TikTok, per Google internal research.

KEY STAT: US upfront TV ad spending will fall during the 2023鈥�2024 season on a YoY basis and relative to our previous forecast, as the industry continues to veer toward digital programming. Upfront TV ad spending is trending downward. US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023鈥�2024 TV season, a downward revision of 5.0% from our previous forecast.

Of the additional $8.49 billion US advertisers will put toward search this year, 15.8% will go to Google. But that represents just 2.4% growth for Google鈥檚 US search business鈥攖he slowest its growth has been in the history of our forecast and significantly below the 6.6% growth it will achieve worldwide this year. To salvage stronger growth from search, Google is leaning into the AI boom.

Cosmetics and beauty make up a nearly $100 billion industry in the US, and next year more than one-fifth of those sales will come from ecommerce, according to our forecasts. In order to win over beauty shoppers, and Gen Z ones in particular, brands need to pay close attention to where their digital ad dollars go. Here are five charts to help you out.

Gen Z鈥檚 social media use amplifies the indirect impact that influencers and social communities on TikTok, Instagram, and YouTube will have on banks. Gen Z鈥檚 assets are large and rising. Gen Z had $360 billion in disposable income in 2021, per a November 2021 Gen Z Planet study based in part on the most recently available US Bureau of Labor Statistics data.

TikTok is carving out a meaningful share of D2C ad budgets. TikTok went from being a nonfactor in D2C ad spending to accounting for 3.6% of it in Q4 2022, per Rockerbox. TikTok appears poised to extend these gains as D2C brands grow more adept at producing TikTok creative and as measurement capabilities improve. Offline channels are being deprioritized but still have promise.

SMBs make up 44% of US GDP and close to half of all employment, per a February 2023 McKinsey & Company article. Payment volume for SMBs, which generate less than $300 million annually鈥攁nd represent the largest group out of US businesses鈥攚ill increase from $8.0 trillion pre-pandemic to $11.1 trillion in 2026, according to a March 2022 American Express report.

After more than doubling its US ad revenues last year, TikTok will continue to siphon market share with the fastest growth rate of any platform鈥攂y a large margin. Marketers should recognize that:. TikTok is now a must-buy. That鈥檚 especially true if the goal is to reach younger consumers. Its penetration among US consumers ages 12 to 24 is outdone only by Snapchat.

TikTok buyer growth is on fire. Providers will jockey to partner with TikTok鈥攁s Stripe did on its tipping feature鈥攖o get a share of this volume. Others may embrace enabling livestream shopping more broadly. Twitter鈥檚 entry into payments could shake things up. Elon Musk is beginning to act on his payments ambitions through licenses and staffing.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L鈥橭r茅al and live-shopping events will boost GMV.

TikTok also started quietly testing search ads in March, months before rolling out new commerce-related ad formats. Ads were the top reason why US social buyers made their latest purchase, excluding 鈥渇inding products they like,鈥� per our September 2022 US Social Commerce and Digital Trust Survey.

This lines up with TikTok鈥檚 largest user base鈥�77.4% of the 112.4 million US TikTok users are 44 years old or under, per 蘑菇AV鈥檚 projections. Open-minded younger patients could be a primary focus of some health influencers. Healthcare- and pharma-sponsored content is technically prohibited on TikTok.

Videos with the GRWM hashtag have over 234 billion views on TikTok as of June 2024. To put that into perspective, that鈥檚 more views than #foodtiktok, #happy, #tiktoktravel, #smallbusiness, #style, or #sports, per social media solution Sprout Social.

鈥淲e constantly are scraping who鈥檚 tagging us in stuff,鈥� Allison Ellsworth, founder and chief brand officer. 2. Approach Instagram and TikTok differently. 鈥淚f you try to do the same [on each platform], you鈥檙e going to look a little corporate and not in touch with culture,鈥� said Ellsworth.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

One-third (33%) of US adults expected to begin back-to-school shopping by early July, per a March 2024 survey by LTK. Another 36% expected to begin shopping in July, which isn鈥檛 surprising given the broad array of July sales events hosted by Amazon, Walmart, Kohl鈥檚, and TikTok Shop.

TikTok unveils new AI tools: The platform streamlines content creation with avatars and dubbing, highlighting new challenges like deepfakes and transparency in years to come.

Citing security concerns, the bill now goes to Gov. Greg Gianforte, who banned TikTok on state-owned devices. TikTok is pushing back, but other states could accelerate all-out bans.

Meta to end News Tab in US, Australia as it focuses on video content: The shift reflects changing digital media consumption patterns.

Threads struggles to engage Gen Z: Meta faces challenge against the dominant TikTok.

Shelfie life: Beauty products鈥攑articularly premium ones, like Dior lip oils and Drunk Elephant serums鈥攈ave, like the Stanley cup, become status symbols for tweens, thanks to attractive packaging and the ubiquity of beauty content on TikTok and YouTube.