蘑菇AV

TikTok鈥檚 magic is no longer in its mystery. The illusion of TikTok content being personalized for users through an all-powerful algorithm is fading. Two weeks ago, Forbes reported TikTok鈥檚 use of a secret 鈥渉eating鈥� tool. But TikTok鈥檚 heating controversy doesn鈥檛 mean marketers should immediately retreat to Instagram Reels. Rather, they should think of TikTok and Reels as two different tools.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

TikTok is launching ad product Pulse Premiere, an extension of Pulse that allows publishers like Cond茅 Nast, Buzzfeed, and NBC to make money off of ads featured by all of their own content, according to the Wall Street Journal. The new product is part of TikTok鈥檚 efforts to make the platform more appealing to publishers, even as risks of a US ban loom.

The social audience remains massive: This year, for the first time, roughly two-thirds of the US population will use a social network at least monthly, per our estimates

On today's episode, we discuss the implications of Twitter's new CEO choice, what Tucker Carlson moving his show to the platform means for advertisers, and what to make of Twitter alternative Bluesky. "In Other News," we talk about the effect AI will have on social media and what to expect from TikTok's US shopping platform. Tune in to the discussion with our analyst Jasmine Enberg.

On today's episode, we discuss why some folks think digital ads are getting worse, whether things are looking up for Uber, TikTok鈥檚 parent company ByteDance challenging Meta on VR, why Warner Bros. Discovery will continue Discovery+, the Grammys rebounding from the pandemic's effect on viewership, the surprising most littered plastic item in the US, and more. Tune in to the discussion with our vice president of Briefings Stephanie Taglianetti and analysts Suzy Davidkhanian and Max Willens.

TikTok has broken social media with its addictive short-form videos, according to The Economist. While 鈥渂roken鈥� may be a bit strong, our analyst Debra Aho Williamson agrees that TikTok has irrevocably changed the way we engage with social media, including how much time we spend on the platform.

Despite efforts by TikTok, US adults will use CTVs for less than a minute of their social media time each day. Mobile generates nearly 9 in 10 social media minutes. Interestingly, this figure dips a bit, to 84.3%, when we exclude social video, such as Instagram Reels or TikTok videos.

An ultimatum by the Biden administration gives ByteDance no recourse but to sell TikTok鈥攚hich China鈥檚 government doesn鈥檛 seem likely to allow鈥攐r risk being banned.

Gen Zers are ready to spend. The majority will be adults in 2023, meaning increased spending power. And they rely heavily on digital when making purchases: Gen Z will surpass Gen X in the number of US digital buyers by 2025, per our forecast.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

TikTok bans in colleges go viral: The fallout from students and teachers could be indicative of wider pushback against banning the app.

Alibaba and JD.com, China鈥檚 other ecommerce giants, never gained substantial traction in the US, partly due to their lack of spending to acquire customers. US-based Wish spent heavily on digital ads and rode the pandemic-driven ecommerce boom to an IPO鈥攂ut has since lost its way.

For August, a digitally native direct-to-consumer brand of period care products, TikTok gives more than it takes down. For example, in January 2020, its launch video was immediately removed by the platform. 鈥淚 still get videos taken down for what the app believes is graphic content,鈥� said August co-founder Nadya Okamoto. Still, Okamoto credits TikTok for helping her cultivate a community of nearly 4.5 million followers across her personal and brand TikTok accounts, as well as allowing her to open a dialogue for authentic marketing.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

Next year, for the first time, more than half of US social network users will buy via social platforms.

Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what鈥檚 driving this growth, which platforms are emerging as leaders, and what social buyers really want.

TikTok is competing with just about everyone, according to our analyst Jasmine Enberg. Its lower costs per thousand are helping it pull ad share away from platforms like Meta, while its appeal to Gen Z consumers is pulling search dollars away from Google and Amazon. But it can play nice too, a strategy the platform has had to adopt in Washington to avoid a total US ban.

Nine in 10 US internet users ages 18 to 24 watch TV while on the internet, according to our forecast. 鈥淩eaching someone on CTV and retargeting them to their phone with a direct-response message is proving valuable and efficient,鈥� said Yantz. 3. Keeping TikTok targeted. US influencer marketing spend is growing faster than more traditional social ads on every major platform, according to our forecast.

Can publishers help TikTok right its public image? The app is trying to convince publishers to create content for the app through new monetization opportunities.

Key stat: 蘑菇AV 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

TikTok and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

Over one-third (38%) of US adults have decreased their impulse spending this year, up from 14% in 2022, per a study commissioned by Slickdeals and conducted by OnePoll. As we enter the holiday season, there are still a few ways retailers can encourage impulse purchases, from experimenting with shoppable media and putting seasonal products front and center to anticipating the last-minute needs of customers picking up orders in-store.