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While CreatorIQ named Netflix the most dominant brand on TikTok and Instagram, Spotify was the most dominant brand on YouTube. Spotify also had the total highest EMV in 2024, which is tied to its high creator retention rate (83%), according to the report.

Shein is losing share to Temu and TikTok Shop and facing a number of government investigations into its labor and selling practices. While Shein is angling to go public as soon as April, that could now be pushed into the second half of the year鈥攚hich would force the company to refile with the UK authorities, lengthening an already protracted process. Our take: Shein is in trouble.

What this means for banks: Twenty-five percent of Gen Z renters went to TikTok to learn about purchasing homes, which presents an opportunity for financial institutions (FIs). By offering targeted educational campaigns鈥攅specially on social media鈥攂anks can build early relationships with future customers.

So you can imagine Emmy with her Nuuly taking a couple of videos, posting them on Instagram Reels or TikTok, and after 24 hours, Kale rewards her. And for the brand Nuuly, they're getting hundreds of pieces of content from the Emmy's of the world who just love Nuuly and shop there authentically.

Key stat: Health and beauty brands should leverage TikTok. Health and beauty care makes up 78.9% of TikTok鈥檚 CPG sales, the top CPG category on the platform, according to NielsenIQ. TikTok Shop became a top 10 beauty retailer within months of launching in the US, capturing over 6% of category sales, per NielsenIQ.

"Especially on these fast-moving platforms like TikTok, getting a ton of content to stay top-of-mind has been transformative.". This shift reflects how consumers actually use social platforms today. Brands are questioning the value of a million impressions if they don't come from their target demographic.

A potential US ban on TikTok remains a wildcard鈥攊f implemented, Snap could capture a larger share of short-form video users and ad spend. However, competition from YouTube Shorts and Instagram Reels means that a TikTok ban wouldn't guarantee an automatic win for Snap.

Marketers should leverage Instagram and TikTok (Gen Z鈥檚 top social platforms), as well as YouTube, to identify creators that appeal best to younger audiences, engender authenticity, and align with the social values of the media buying brand. Nice-to-have device ownership is not universal.

What retailers and brands need to know: Like their Gen Z forebears, Gen Alpha has discerning tastes, honed by an incessant flow of beauty content on TikTok and YouTube. Bright, colorful packaging helps but isn鈥檛 enough to win them over.

With Discord ranking behind competitors like Instagram, TikTok, and Snapchat in social media adoption. One 2024 estimate suggested that only 18% of US teens and adults used it frequently鈥攎obile Video Quests could make the platform more attractive for advertisers. The move could also help Discord monetize non-gaming audiences by courting brands looking to reach younger demographics.

In 2025, Reddit users will spend more time on the platform compared with Facebook users (31 minutes) and X users (31 minutes), though Instagram (35 minutes) and TikTok (47 minutes) see the biggest chunks of time spent. People are drawn to the 鈥渟ocial鈥� aspect of Reddit. That鈥檚 a big reason why people spend more time there. Reddit has long shied away from calling itself a social media platform.

As part of the campaign, Visa will also work with creators on Instagram and TikTok to highlight their stories on 鈥渢hat one purchase鈥� that was pivotal in their life path. Why this matters: Visa is working to expand its brand awareness among younger consumers. Older consumers already have a sense of trust in and allegiance to the brand, Visa鈥檚 global head of brand, Jeff Cha, told AdWeek.

Amazon launched shoppable ads on Prime Video and entered a partnership with TikTok to enable purchases of Amazon products via ads on the TikTok app. Walmart expanded its retail media offering to linear TV (using QR codes) through its partnership with NBCUniversal.

TikTok is the go-to platform for social health influencers. TikTok users are frequently exposed to health information on the app, including sensitive topics like mental health and weight loss. While faulty advice from influencers is common on TikTok, it鈥檚 hardly the only social media platform where this is a problem. Who are social health influencers?

Gen Zers prefer TikTok and Instagram, while millennials prefer Facebook and YouTube. Over two-thirds of millennials (68.2%) in our survey accessed Facebook for health-related information, while over half of Gen Zers (51.7%) accessed TikTok. Across generations, consumers are researching medical conditions and symptoms online.

Latin America social network shifts to aid Instagram, TikTok, and Snap: Video-centric platforms are winning young users.

鈥淭颈办罢辞办 is the only platform that has comment culture, where comments start to become a part of the narrative,鈥� she said. 鈥淭his is an opportunity to come up with a new type of creator and creative.鈥�. Considering the risks.

While the potential TikTok ban could impact how much marketers spend on creators, it still represents less than a fifth of total influencer marketing spend in the US. 鈥淭he creator economy is much bigger than just 罢颈办罢辞办,鈥� said Enberg. As the creator economy evolves, it鈥檚 become harder for brands to identify the right partners.

TikTok plays hide and seek: The app went dark for existing users on Saturday, saying, 鈥淎 law banning TikTok has been enacted in the US. 鈥� We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate 罢颈办罢辞办.鈥�. The app restored service on Sunday, telling users that "as a result of President Trump's efforts, TikTok is back in the US."

Its revenues lag significantly behind competitors like Instagram, Facebook, and TikTok. While X is promoting new AI-generated ad creations features to attract brands that increasingly rely on AI, this might not be enough given consumers鈥� mixed feelings on the tech.

But one of the things I wanted to start out by pointing out is that for the third year in a row, our forecast is seeing a decrease in usage for TikTok and Snap, which is fascinating. But that being said, they are still spending more time on TikTok, like twice the amount of time on TikTok than they are on Snap and Instagram. So TikTok still reigns supreme for the time being. Marcus:.