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Compared with Instagram Reels, TikTok has a higher engagement rate for accounts with more than 100,000 followers, per September 2023 data from The Influencer Marketing Factory. 鈥淲e've really been able to see that people's lives are changed overnight [by going viral],鈥� Okamoto said.

Averaging time spent across the adult population allows us to compare media usage trends (including across different media activities), while estimating time spent among users shows how engagement with various media changes over time. With this dual approach, the numbers in our forecasts can鈥攁nd do鈥攙ary depending on which estimates we highlight.

But of course, you see the potential for increased engagement for TikTok and all of the dollar signs, et cetera, et cetera, but doesn't feel like a realistic thing that will really pick up steam. Marcus Johnson:. Mm-hmm. Yeah, we'll see.

That's more time than folks spend per day with social media according to our estimates. So this was really good numbers. (16:07):.

It excludes purchases via online marketplaces (e.g., craigslist, eBay) or social media (e.g., Facebook Marketplace). Examples of online fashion resale platforms include Depop, Poshmark, StockX, The RealReal, and thredUP.

The Australian government introduced legislation that requires social media platforms like Facebook, Instagram, and TikTok to prevent children younger than 16 from using their services. The law is expected to take effect within a year of passage. 鈥淪ocial media is doing harm to our kids, and I鈥檓 calling time on it,鈥� Australia鈥檚 Prime Minister Anthony Albanese said.

Per their research, over a third believe a website isn鈥檛 relevant and rely on social media or marketplaces instead. SEPTEMBER 2, 2025. True or false? Most social media managers are planning to up their AI spending this year. False. Two-thirds of social media managers have no plans to increase their AI spending this year, according to Metricool. AUGUST 29, 2025.

The platform is an innovator in AR, AI, and social media (remember, Snap invented Stories). But new tech and high use aren鈥檛 translating to ad revenues, which we project will decline by 1.8% this year to $2.08 billion. Gen Z pros and cons: Snapchat is a favorite for Gen Z users, with more teens and young adults spending more time on the platform.

Share user content such as positive reviews and craft social media content that encourages customers to engage with the brand. Offer personalized incentives based on product reviews and customer service conversations. Reward returning customers who are likely to revisit the brand by offering them loyalty points or product discounts.

Enter incrementality: a KPI that isolates additional sales or engagement generated by a campaign. A full 71% of advertisers recognize incrementality as the most important KPI in RMN investments, according to a January 2024 survey by the Association of National Advertisers. But ROI and lift aren鈥檛 far behind. RMNs must deliver on multiple KPIs to satisfy advertisers.

The tech is likely to improve engagement: Over half (53%) of consumers say they want personalized in-store ads, per Capgemini. Connected shopping tech can also deliver better measurement and more demonstrable ROAS. Tesco鈥檚 SAYS handheld scanners are activated by scanning a Clubcard loyalty card, which enables the retailer to close the loop on measurement.

With creators on TikTok, they have much stronger engagement via video than say on a platform like Facebook where influencers don't really play a role. Jasmine Enberg:. Yeah, I was just going to say, I think Sky is spot on. Influencers are key here. I was looking at some data recently from Morning Consult that was really trying to understand what type of influencer content Gen Z buy from.

I like this kind of stuff, but it didn't strike me as sort of reflective of addressing the problems with our major social media companies in such a way that was going to make anyone happy or draw anyone in. Zach Goldner:. I couldn't agree with Ethan more here. In the peripheral world, I'd say yes, get rid of all the current social medias and come up with something better.

On today's episode, we discuss how Meta was able to snap its negative ad revenue growth streak, how Reels is helping Instagram grow time spent on the platform, and what Meta's metaverse plans are at this point. "In Other News," we talk about what Americans actually want in a social media platform and whether BeReal's new "Bonus" feature can help keep its momentum going. Tune in to the discussion with our analyst Debra Aho Williamson.

Now what happened next was around 2008, 2009, with the rise of search and social media, which were new channels, they forced the CMO to evolve into digital mavens. And so they were mastering these channels and really began to look at new metrics.

Bill Worple, Pfizer鈥檚 vice president of customer engagement platforms and technology, said it aims to at least triple its content creation and create more resonant messages for physicians and patients. GenAI uses analysis and insight generation to inform brand and campaign decisions.

Streaming services are using games to boost engagement, while phone providers and console creators compete for on-the-go gamers.

Sign-up growth and engagement have already slowed鈥攚hich was to be expected after the initial surge: On Tuesday and Wednesday last week, time spent per Threads user fell to 10 minutes, from 20 minutes the previous Saturday, according to Sensor Tower. Threads must find its identity. It鈥檚 not enough to be a Twitter alternative.

Brands can boost engagement with better transparency. For example, UK-based online retailer Cult Beauty saw a 41% increase in add-to-cart rates after introducing 鈥減roof-backed鈥� sustainability badges on product pages and adding impact-based search filters, per Provenance. Gen Zers are using social media to find beauty bargains and inspiration.

On today's podcast episode, we discuss why TikTok might not actually be a social media platform, how much young people use it to search for things, and whether TikTok Shop is ruining TikTok. "In Other News," we talk about the battle between Threads and X (formerly Twitter), as well as whether Snap distancing itself from social media will work and start a trend. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

Our take: Increased transparency about what content catches Thrive鈥檚 attention would help advertisers maximize engagement on mental health-focused ads but might also allow bad actors to circumvent its filters.

We're not just purely driving awareness and consideration engagement with the ads. That's what we're doing and we're really excited about it and brands are finding a lot of value there too. Marcus Johnson:. Yeah, I mean, Sara, what comes to mind for you when you think of retail media and its ability to brand build? Sara Marzano:.

As connected TV takes center stage in advertising, brands are turning to creative strategies that capture attention and maintain audience engagement. Strong branding and frequent updates to campaigns are key to staying ahead in the competitive streaming space.

Thank you, of course, to the whole editing crew: Victoria, John, Lance, and Danny, Stuart who runs the team, and Sophie who does our social media. Thanks to everyone for listening in to Behind the Numbers, an 蘑菇AV video podcast made possible by Zeta Global.

How to get started: Brands looking to increase adoption or engagement of their Apple Vision Pro apps should target younger consumers first. Gen Z consumers are the generation most likely to own AR/VR devices, with a quarter (25%) of the cohort currently owning a device, per June 2023 SurveyMonkey data. Baby boomers are the least likely, with just 7% ownership.