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On today's episode, we discuss the effect TikTok has had on social media, what time spent on the platform looks like, and the impact of its new screen time limit for children and teens. "In Other News," we talk about whether social apps are taking up a bigger or smaller share of Americans' time spent online and what Meta's AR and VR hardware road map looks like. Tune in to the discussion with our analyst Debra Aho Williamson.

Identifying who these users are and educating them on app usage could increase their engagement. Improve interoperability to tighten relationships. Network effect鈥攚hich requires the payer and payee to use the same app鈥攊s a major factor behind why customers use multiple apps.

Sephora-related UGC saw the highest and most consistent engagement with Gen Z consumers in Q3, scoring an 85.24 out of 100 on dcdx鈥檚 Gen Z Score ranking. Charlotte Tilbury (82.24), Rare Beauty (79.78), Dior (78.96), Maybelline (75.46), and e.l.f. Cosmetics (75.44) rounded out the top six brands, which drove 25% of Gen Z engagement with beauty brand-related UGC in Q3.

I mean, she was even saying something that I thought was fascinating and that I never thought about that if you want to increase, which I am certainly not advocating for this, but she was saying that if you want to increase engagement on certain platforms which shall remain nameless, anger and tension and bad sentiments will help you get viral faster. So I think trends, you're right.

Roblox introduces immersive video ads to capture Gen Z's attention: New ad format expected to boost brand engagement and user actions.

鈥淭he data indicates a very difficult environment ahead for consulting firms," said Erik Bradley, Accenture鈥檚 chief engagement strategist. Competitor McKinsey & Company eliminated 2,000 jobs in February, the biggest round of layoffs for that company.

As QR codes come to play a larger role in how consumers shop, buy, and interact with brands, marketers can use them to drive conversion across physical and digital spaces. Here are three ways marketers can use QR codes to increase consumer engagement and encourage purchase behavior.

Squarespace鈥檚 ad underperformed because it confusingly mixed aliens with phone distractions, failing to clearly link its plot to the company鈥檚 services, despite direction from Martin Scorsese, resulting in a lack of viewer engagement and unclear messaging. Our take: This year's Super Bowl ads mirrored the complexities of the cultural climate, balancing entertainment and messages.

As we talk about those incremental dollars, maybe it's incremental when it comes to Meta, it's already got billions and already by far the largest social media platform.

Ad verification companies already rely on data signals to measure ad engagement and behavior. Cognitive and emotional data considers if an ad affected a user鈥檚 mindset, and if the ad impacted consideration.

Many plan their outfits months ahead of time, often turning to social media for inspiration. Searches for Coachella, which takes place in April, start to increase as early as January, according to Pinterest. 40% of those searches are driven by Gen Z, per the platform.

Wedding demand is returning to prepandemic levels: But that won鈥檛 be enough to save David鈥檚 Bridal, even as jeweler Signet prepares for a wave of engagements.

By driving more consumers to engage with livestreaming commerce, more brands and sellers will shift their focus to cashing in on TikTok鈥檚 combination of massive audience, high engagement, and powerful recommendation algorithms that can make content go viral.

On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

Another potential buyer could be a company without straightforward ties to social media, like Oracle. When the possibility of a ban was floated years earlier, its name surfaced, and Oracle ended up striking a data agreement with TikTok. Though there鈥檚 likely no shortage of companies with interest, the core aspect of what makes TikTok so valuable may not be on offer.

This hesitance reflects a broader uncertainty in the marketing industry about how the public perceives AI's role in advertising and customer engagement.

Secondhand shopping is getting hype on social media. Social media posts mentioning Vinted and Depop have increased 72% since the start of 2023, reaching 5.5 million users, per September 2023 data from HypeAuditor. Sustainable and secondhand fashion-related tags have also increased, from 19 posts to 10,000 posts over the past year.

More brands and sellers will shift their focus to cashing in on TikTok鈥檚 combination of massive audience, high engagement, and powerful recommendation algorithms that can make content go viral. Gen Z will be a critical audience for livestream shopping.

Zelle also benefited from increased SMB engagement, which will grow more than three times faster than the average overall, Ko said. Zelle is continuing to 鈥渆nhance鈥� this experience by bolstering partnerships with banks on business checking accounts. Looking ahead: Zelle is doubling down on relationships with consumer and community banks.

Some of Klarna鈥檚 most popular app features include its search engine, money management features, and creator platform, all of which help drive engagement and customer loyalty. Klarna has also catered to merchants with marketing solutions, which have become its fastest-growing revenue stream, according to Siemiatkowski.

But there are frequently discrepancies between teams on what the top metrics should be, such as closed-won deals versus account engagement. Sometimes, marketers mistakenly lean on website visits or other metrics that are not easily linked to revenues. Ensure both teams are seeing the same metrics.

Similarly, Ulta Beauty credited prestige beauty and skincare sales for its record 2022 revenues, and plans to expand its luxury beauty assortment in 2023 after seeing 鈥渟trong 别苍驳补驳别尘别苍迟鈥� with its current offerings.

So, at eMarketer, we just released a forecast looking at all of the different ways in which creators and influencers are earning revenue on social media and brand deals account for about 60% of that.

Chewy has long leaned into consumer desire for convenience by offering subscription programs, which also help boost repeat engagement among customers. The company saw autoship sales jump 17.5% in Q4 as subscription sales accounted for 73.3% of overall sales, up from 70.7% a year earlier. Petco is also similarly looking to subscriptions to spur growth.