蘑菇AV

TikTok promotes learning and automation at product summit: Simplicity is a big buzzword for TikTok this year, with automation at the heart of simplifying the ad creative process.

TikTok World unleashes a slew of updates: The video platform taps creators and AI to court new ad dollars and keep apace with Meta.

TikTok is a major driver of both new social commerce sales and buyer growth in 2023, per our latest forecast. US social commerce sales will grow over three times as fast as total ecommerce sales this year, reaching $68.92 billion. TikTok will account for most of the 5 million new US social buyers in 2023.

Effect House by TikTok rolls out: As TikTok broadens its AR horizon, creator incentives play a pivotal role in its evolving digital strategy.

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

AI influencers on TikTok could streamline ads but threaten real creator incomes: Balancing innovation and authenticity could prove challenging.

TikTok launches Creative Challenge: It鈥檚 a potential win-win for creators and brands seeking innovative advertising content.

TikTok evolves into a search engine: A study shows the platform is becoming popular among Gen Z for information and diverse content.

TikTok integrates Wikipedia snippets into search: A move towards broader search capabilities amidst rising competition with Google.

In 2021, the company owned just 3.9% of total US social media ad spending鈥攋ust above Pinterest at 3.2%. In the time since, it鈥檚 gotten worse. Its share shrunk to 3.6% in 2022, 2.5% this year, and will drop to just 1.8% by 2025, according to our forecast.

Amazon isn鈥檛 taking its Q2 miss lightly: The retailer aggressively pushes to drive growth by partnering with TikTok and Pinterest, testing a speedy delivery service, and courting Chinese sellers.

TikTok delivers best bang for the buck among rivals, studies show: The platform continues to put pressure on both Meta and Google.

TikTok is trialing an ad-free subscription in one unnamed non-US market. Snapchat+, which gives app loyalists access to exclusive features and perks, hit 5 million subscribers recently. X (formerly Twitter) already has X Premium, which offers perks but still contains ads.

Our take: With TikTok already allowing 10-minute content, Instagram's potential change is a strategic play. YouTube should generate $7.36 billion in US ad revenues this year. Instagram can now better compete for some of that allocation. Social media platforms are increasingly converging in terms of their features and offerings.

We expect Pinterest鈥檚 user base to grow just 0.4% in the US this year, which means the platform will have to convince its existing audience to spend more time on its channels to drive social commerce growth. TikTok is rapidly becoming the dominant social commerce player.

Only 7% of banks use TikTok. With more than one billion active users each month, it remains the fastest-growing social network, with a 105% increase in US users over the past two years. That appears to be an overlooked opportunity. And only 4% of banks use Snapchat, developed for quickly disappearing content, primarily used by Gen Zers on mobile devices.

Just 25.5% of US marketers will use Twitter for influencer marketing in 2023, per our latest forecast. As a primarily text-based platform, Twitter isn鈥檛 a creator haven like video- and image-based TikTok, Instagram, or YouTube. And, as Twitter users flee, the addressable audience will continue to shrink.

The engagement rate, calculated as the ratio of engagements to impressions for Instagram and video views for TikTok, provides a holistic assessment of user interaction. Head to head: There鈥檚 a fascinating contrast in engagement rates by influencer tier between Instagram and TikTok. Instagram.

This year, Facebook will see its lowest-ever share of Gen Z in the US, at 55.6%. That number will curve upward beginning next year as that generation ages.

To out-influence Gen Zers鈥� favorite financial social media creators, banks should mimic certain finfluencer strategies.

For example, 67% of Gen Zers say that TikTok influences their purchasing decisions. FIs wanting to connect with this generation should run targeted social media campaigns offering expert advice, and advertising their personal finance solutions that could help this generation meet their financial goals on this medium.