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US Gen Zers ages 18 to 24 spend more time on TikTok, Instagram, and Snapchat than any other age group, per our forecasts. And they鈥檙e more likely than Gen Xers or baby boomers to make purchases via social media, according to our survey. Limited acceptance of payment methods for social commerce purchases could be holding users back.

TikTok. US Census Bureau.

How TikTok, Temu, and Sephora are making online shopping fun. Why it mattered: Ecommerce retailers have spent years and millions of dollars on making the online shopping experience functional鈥攚hich is crucial for ecommerce success. But it should be fun, too.

Instagram and TikTok have been restricted or banned in Russia since the war in Ukraine began in 2022. Device Ownership. Feature phone ownership in Central and Eastern Europe was the highest globally. More than 1 in 10 respondents (10.7%) owned one, more than double the rate in North America, Western Europe, and East Asia and Oceania.

At the same time, many Amazon merchants are being lured to sell on Temu and fellow ecommerce newcomer TikTok Shop with the promise of lower fees and other perks like platform-funded discounts and the ability for sellers to use their own fulfillment services.

Bluesky is also planning to launch a video-only app called Blue Screen, a potential competitor to TikTok and Instagram鈥檚 Reels, per TechCrunch. Millions of users up for grabs: Social media users unhappy with the current state of X and Meta are likely to seek alternatives. Bluesky has a unique opportunity to provide similar platforms for text-based and photo-sharing social media.

US Black consumers鈥� high use of social media and somewhat neutral attitude toward advertising make platforms like YouTube and TikTok ideal targets for campaigns.

So all of the social platforms have been preparing for a TikTok ban, and a lot of that effort has been focused on video right now really kind of updating their services to be more TikTok-like and Instagram, YouTube Shorts, Snap, Facebook, but even LinkedIn now has a TikTok-like service.

Younger users in particular view platforms like TikTok as an entertainment hub, where they鈥檙e increasingly watching movies and shows. Case in point: In October 2023, Paramount promoted the 鈥淢ean Girls鈥� musical by sharing 23 separate 10-minute clips of the original movie on TikTok as part of a marketing stunt.

China鈥檚 ecommerce disruptors will be disrupted: Shein, Temu, and TikTok Shop face a reckoning after breakneck expansion. These mobile-first ecommerce players with roots in China have taken off with consumers thanks to their ultra-low pricing, relentless digital marketing, and addictive shoppability.

The 2025 takeaway: Amazon will remain integral to digital strategy, but in 2024, TikTok Shop emerged as another way for brands to connect with consumers, potentially stealing some share away from the ecommerce giant. If TikTok is banned, brands may rely more heavily on Amazon for commerce while supplementing their social strategies with Facebook or Instagram.

Zooming out: Instagram is trying to capture market share from TikTok, which faces a looming US ban, by adding new features like Spotify integration and resetting content recommendations. Our take: Trial Reels represents Meta's effort to compete with TikTok by addressing creator anxieties about experimentation and performance.

Meanwhile, Gen Zers鈥� fondness for TikTok extends to the healthcare sphere, with over half (51.7%) having gone to the platform to look up health-related information. Around 60% of the 112.4 million TikTok users in the US are under 35 years old, per our forecast. They don鈥檛 trust all social media sources for health information equally.

There's a lot of uncertainty around TikTok right now and Meta made waves last month when it ended its fact-checking program. So from your perspectives, if and how are these shifts impacting how brands go about finding and working with creators? Let's start with you, Rod. Rodney Mason (02:06):.

It's happening across platforms from TikTok to YouTube to Pinterest to Instagram, and really among pretty much all different types of users. Marcus:.

The tech giant started sending influencers a questionnaire to provide information about product testimonials they鈥檝e posted on TikTok, YouTube, and Instagram, per Bloomberg. The questionnaire probes influencers on their interactions with sellers and products.

Oz's TikTok and X profile pages do note that he's global advisor and a stakeholder of iHerb. Public Citizen alleges that Oz violates the FTC鈥檚 guidelines, which require social media influencers to place disclosures about their relationships with brands on endorsement messages鈥攏ot just on their profile pages.

Podcast time will trail the larger categories somewhat, but to put it in a different context, podcast listeners will spend roughly the same amount of time per day with podcasts as TikTok users spend with TikTok. Click here to view various forecasts for US time spent with media among users of each medium. Behind the Numbers.

TikTok has helped reaffirm the power of organic. Many brands, especially D2C ones, spent much of the 2010s relying on paid ads to reach Facebook and Instagram users. When TikTok started becoming more popular, several brands and small businesses found organic success on the platform, seeing massive boosts in both awareness and sales.

Despite its political challenges, TikTok will lead the world in ad revenue growth. TikTok and Mercado Libre will set the pace globally, though at vastly different scales. TikTok faces a ban in the lucrative US market, but unless and until that happens, we foresee continued booming growth for the ByteDance subsidiary.

Retailers should leverage TikTok, in particular, to reach this demographic, as it is already home to creators who share value-oriented finds. Among them:. DupeshopBeauty, dupe reviewer (358,000 followers). AJ and Big Justice, aka CostCo guys, retail-focused (2.7 million followers). CostcoHotFinds, retail-focused (1.5 million followers).

TikTok鈥檚 growing influence: TikTok is becoming a key news source for Gen Z, with more young people using it for news than traditional media. Read article. Noplace tops App Store charts: The social app is drawing in Gen Zers with its aesthetic, user-friendly design, but its ability to compete with established apps depends on debugging and user retention. Read article. AI took over at work and at home.

Affiliate marketing isn't just for fashion creators on TikTok. At launch in September 2023, TikTok said that 100,000 US creators were participating in its native affiliate program. But almost all (97%) of US creators who participated in affiliate marketing programs did so on Instagram, compared with 61% for TikTok and 44% for Facebook, per October 2023 CreatorIQ data.