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Cannes Lions to showcase creators: The ad industry is finally catching up to the power of creators as the creator economy evolves beyond brand sponsorships.

TikTok is betting big on AI for content moderation: The company laid off hundreds of employees who reviewed harmful content as legal battles mount.

Contextual targeting gives Reddit an edge: The platform is expanding a feature that let advertisers buy space in highly specific comment sections.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

Instagram integrates with Spotify: Users can now save songs from Reels directly to their Spotify library.

Among the major global platforms, Facebook and Instagram will remain firmly at the top in both total revenues and user base, and TikTok will once again be the fastest-growing platform in both areas

Creator platform LTK looks to boost engagement: CEO says she has 鈥渮ero doubt鈥� that Instagram will shut down the new shopping functionality, LTK DM.

So I think it's really sort of just that hollowing out, which is really the core of what we've come to know as social network usage, whether it's on Facebook and Instagram. And that's definitely, I could see that factor sort of dropping out over the next couple of years when it comes to social media usage,. Marcus Johnson:. Ethan Zuckerman agrees with you.

US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.

Political campaigns embrace the creator economy: It's a recognition of creators' ability to influence voters and drive engagement.

TikTok鈥檚 future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

While genAI features haven鈥檛 attracted new users, they鈥檝e enhanced subscription offerings, helping the language app increase its profits and justify premium pricing.

With privacy and blocking policy uproar at X, Bluesky continues to thrive, positioning itself as a strong competitor in the social media landscape.

Despite soaring profits, it continues layoffs to streamline operations in key divisions like WhatsApp and Instagram.

Gen Z鈥檚 attention is split across social media for shopping and search: The cohort鈥檚 use of multiple social networks spells opportunity for platforms and advertisers.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.

Leading social networks like Facebook and TikTok are evolving due to increased social buying, user bases approaching adolescence, and a greater desire for connection

But as we've seen strong growth numbers, and the report even shows that overall the numbers of social media usage are growing, it has been actually the key insight of this year's report. Bill Fisher:. Yeah, so social media time is growing even though overall online time is going down. I want to concentrate on social because there's lots going on in the social space.

This year, US social network ad spending will grow at its slowest pace since we began tracking it, at just 3.4%, to reach $68.45 billion, according to our forecast.

he policy targets deceptive practices, requiring companies to make it as easy to cancel as it is to sign up. Opponents say it鈥檒l increase accidental unsubscribes.

Trump skips Snapchat ads: Harris invests $5.3M to engage younger voters, capitalizing on key demographics ahead of US president election.