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B2B companies are fighting over limited spend. In a flat economy, 鈥測ou鈥檙e going to have to take share,鈥� said Bruce Biegel, senior managing partner at Winterberry Group, during our 鈥淯nderstanding the New Buyer Journey鈥� Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.

Shorts wants to take ad dollars from TikTok: YouTube uses the NewFronts to tout their short-form video format.

See the highest and lowest engagement rates by industry for TikTok and Instagram

Few US merchants are selling goods on TikTok Shop: Many are reluctant to invest time and resources in the platform given the widespread speculation that it will be banned or sold.

nternal studies revealed compulsive TikTok use harmed mental health and disrupted users鈥� responsibilities like sleep and school, intensifying legal battles against the platform.

The company recently began testing limited ads on Threads but said in its earnings call that it expects gradual revenue growth for the platform. Though it wasn鈥檛 mentioned directly, the uncertain legal and ownership status of TikTok will also influence Meta鈥檚 year.

Google AI Overviews could face aggressive regulatory measures in UK: A CMA investigation adds to a slew of regulatory challenges that are chipping away at Google鈥檚 dominance in search and advertising.

More Gen Zers are on Instagram than on TikTok. Gen Z has the highest adoption and usage rates on YouTube, Instagram, and TikTok compared with other generations. Instagram, surprisingly, has a higher penetration rate (74.8%) than TikTok (69.8%). But Gen Zers who use the respective platforms spend more time on TikTok than on Instagram.

And this is where TikTok leads the pack. Not only are its users in highly curated environments (predicated by its algorithm) that will appeal to specific brands, but they鈥檙e also spending more time with the platform compared with users of any other major social network we track. Adult TikTok users will spend an average of 58 minutes per day with the platform this year.