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Two-thirds of teens are more likely to buy something they saw on TikTok than on a big-budget TV campaign. Key stat: Consumers aren鈥檛 giving feedback the way they used to. Less than a third (32%) of consumers sent feedback directly to a company after a bad experience, down 7.7 points since 2021, according to a 2025 Consumer Trends report from XM Institute and Qualtrics.

Now, Jasmine, I want to bring us back to TikTok. You wrote that the TikTok to TV trajectory will be longer, which makes sense, but we're also seeing the rise of TikTok TV shows and episodic content there, and we've seen TikTok expand its video links up to 30 minutes, which it has been encouraging creators to take advantage of while also pushing more serial pre-produced content on its platform.

But TikTok will lose user attention for the first time this year鈥攁lbeit just 1 minute. These platform-level losses explain why social network time overall looks shaky. Click here to view the forecasts for US time spent with social networks by platform. TikTok still reigns in social time spent by users (51 minutes), and Facebook still leads among the total population (20 minutes).

Gen Zers follow/engage with health influencers mostly on Instagram (58%) and TikTok (54%). Millennials are the most likely generation (56%) to connect with health influencers on YouTube. Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes.

Because Taco Bell is really, really good at harnessing TikTok trends and working with a lot of creators to do so. So how do you see the future of TikTok content, specifically when it comes to trending content versus longer-form or more evergreen storytelling with or without TikTok? Nicole Weltman (16:32):.

While a number of premium beauty brands have started selling via TikTok Shop since it launched in the US in September 2023, luxury fashion labels have been hesitant to set up in-app storefronts and use the platform for more than marketing. Senior luxury buyers are a key audience for livestreaming.

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).

Ro Khanna (D-Calif.) created a recent TikTok video bringing attention to the upcoming deadline. Despite some technical inaccuracies鈥攕uch as saying the Trump administration "just announced" it was ending Medicare coverage of telehealth鈥攖he post accomplished its purpose, triggering 20,000 comments and drawing media coverage.

If successful, this feature could help Instagram win over influencers who are leaving platforms like TikTok because of uncertainties over the app鈥檚 future. Still, brands should remain cautious and avoid over-investing in Testimonials before results show whether the method is effective.

Meanwhile, Chinese users are picking up TikTok slang. This blending of communities demonstrates an overwhelming preference for social apps with TikTok-like engagement. Safety and security fall by the wayside: Despite the enthusiasm for RedNote, questions remain about data privacy, data sovereignty, and effects on minors, which are key reasons behind the impending TikTok ban.

Temu, TikTok Shop, and Shein are shaking up the agenda. This trifecta of digital disruptors with close ties to China has pioneered new models of retail, gaining significant traction with consumers in the US and around the world. All three are on track for continued rapid growth. We forecast that Temu鈥檚 US ecommerce sales will reach $19.39 billion in 2024, roughly on par with Target.

These brands, spanning various verticals such as beauty, household, pets, and accessories, have seen success with paid social advertising on platforms like Meta, TikTok, Snap, and Pinterest. The company鈥檚 ecommerce gains during the 2024 holiday season shows the effectiveness of its AI-driven ad platform in sectors beyond gaming, including fintech and retail.

She went super viral years ago at this point on TikTok for making a video where she slathered her face in foundation sort of mocking or riffing off of what an influencer who said that it wasn't a good foundation had done to try using the foundation, went really viral on TikTok.

In Vietnam, 37% and 36%, respectively, of internet users ages 18 to 63 use TikTok Shop and Facebook for ecommerce, according to a Q4 2023 Decision Lab report. In addition, TikTok Shop retail ecommerce sales across the six major markets in Southeast Asia amounted to $16.3 billion in 2023, behind only Shopee ($55.1 billion) and Lazada ($18.8 billion), per Momentum Works.

Over the past couple of years, social platforms including TikTok and Instagram have used increased ecommerce activity to nurture their own search ad offerings. But advertiser demand could wane as consumers cut back on discretionary spending. Recommendations for brands. Don鈥檛 let your brand become an afterthought.

Advertisers may remain suspicious over X鈥檚 potential to guarantee campaign success, as the platform lags far behind Instagram, Facebook, TikTok, and YouTube for product discovery, per Sprout Social. These suspicions will likely be exacerbated by heightened consumer discourse over Musk鈥檚 controversial political opinions.

Tech giants like Google, Meta, and Microsoft are investing in AI video generation, but ByteDance's innovation could give TikTok an advantage in synthetic media. Continued innovations in video generation are happening just as 61% of B2B marketers worldwide plan to increase their spending on videos, per CMI.