蘑菇AV

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here鈥檚 what marketers need to know to take advantage of the increase in physical and digital shopping channels.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

US ad spend dropped 8.0% YoY in February, according to a MediaPost analysis of Standard Media Index鈥檚 US Ad Market Tracker. That marks eight months of consecutive YoY decline as part of a trend that began in July 2022.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That鈥檚 where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.

Just two days ago, another TikTok ban bill was proposed. Though it鈥檚 not law, there are already state bans for the use of the social media app on government phones or accessed through Wi-Fi offered at some state colleges.

Shein鈥檚 efforts to woo US lawmakers, NRF fall on deaf ears: The fast-fashion giant could shift its IPO to London as it tries to head off supply chain scrutiny.

While some were skeptical of Temu鈥檚 staying power, the app鈥檚 low prices and social-first marketing strategy seem to be resonating with consumers. Opening its platform to US sellers could bring competition for Temu at a time when consumer perception is flagging.

Gen Z鈥檚 entry into adulthood will be the main source of growth in US social media users over the next five years. While there are some parallels with millennials, this is a generation that has long been immersed in social media and has come up with its own rules to navigate it. They are self-aware, quick to adapt, and ready to push back on the standards set by their predecessors.

Meta accounts for 19.5% of US digital ad spend, despite US adults spending only 7.6% of their time with digital media on the platform, according to our forecasts.

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

Social commerce sales are continuing to rise steadily, reaching $82.82 billion in the US next year, per our forecast. But it鈥檚 getting harder to convert new buyers. Here鈥檚 how retailers can encourage more social media purchases and boost their social commerce sales.

51% of US teens and parents think teens spend the right amount of time on smartphones, while 64% think they spend the right amount of time on social media, according to October 2023 data from Pew Research Center.

Nearly a third (32%) of US consumers decreased online spending in Q1 2024, according to Jungle Scout鈥檚 latest Consumer Trends Report. Here are five insights into how and where consumers shopped over the first quarter of 2024.

As a potential TikTok ban looms, brands are considering what a world without TikTok Shop would look like. I probably won鈥檛 look all that different, but there are a few places where TikTok鈥檚 absence will be felt more than others.

By 2027, there will be a combined 135.5 million Gen Z and millennial social network users in the US, over half of total US social network users, according to our forecast.

Gen Alpha is still a nascent generation, but technology is already a constant in their lives: 36.0 million US children are active internet users, exceeding teen internet users by 11.4 million, per our forecast. This is the data you need to understand the future Gen Alpha.

Over half (51%) of US children recall seeing commercials on YouTube recently, the top platform for recognition across multiple digital channels, according to an October 2023 survey from Precise TV.

Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our 鈥淯厂 Digital Trust Benchmark 2022鈥� report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.

In July and August, the US ad market saw its first consecutive two months of growth in over a year, according to Standard Media鈥檚 US Ad Market Tracker. Platforms are focused on keeping that momentum alive with several updates. Multiple platforms are boasting improved AI targeting and enhanced connected TV ad solutions. Here is everything new in September.

On today's podcast episode, we discuss how young Gen Zers differ from older Gen Zers, the numbers that tell the story of teens' social media use, and how teens and parents approach screen time. "In Other News," we talk about whether 20-somethings saying "no" to TikTok is a big deal and whether a new push to ban TikTok is for real this time. Tune in to the discussion with our analysts Jasmine Enberg and Paola Flores-Marquez.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed 鈥淎dd to Heart鈥� will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

It鈥檚 an election year in the US, one where we鈥檒l see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024鈥檚 version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.