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TikTok ad revenues will see explosive growth. And other platforms such as Pinterest, Reddit, and LinkedIn will grow their ad businesses by at least 12% each year through 2026. But Meta will still dominate the social network advertising market with a nearly 75% share in 2024. Index of Benchmarks.

By monitoring platforms like TikTok and Instagram, genAI can capture and analyze rapidly evolving consumer trends as they happen. GenAI can process customer reviews from sites like Yelp or Amazon, then correlate them with social media sentiment for a fuller picture.

TikTok is developing similar capabilities with AI-generated creator avatars that speak over 30 languages. Platforms like Reddit are also investing in AI-powered translation tools in over 35 countries. Our take: This feature鈥檚 potential to transform global content distribution is significant.

Meta, TikTok, and YouTube will compete for the ultimate generative AI feed. Meta, TikTok, and YouTube all made clear plays to incorporate AI into all of their offerings, from search to advertising to video and image editing. But AI-generated algorithm creation wasn鈥檛 one of these focuses.

This is partly due to a pandemic boost in social media consumption and a result of the rise of more engaging social video content, especially on TikTok. Reels on Meta鈥檚 platforms is also driving media time up, especially as younger age groups engage heavily with such content. Growth in average daily time spent on social is plateauing.

The insight: Amazon, TikTok Shop, and Target were among the big winners during this year鈥檚 Cyber Five sales. Amazon鈥檚 extended Black Friday and Cyber Monday event was its biggest ever, with record sales and items sold. TikTok Shop generated more than $100 million in sales on Black Friday, driven by over 30,000 livestreams from creators and sellers.

Actress and writer Natasha Rothwell is set to play creator Tareasa 鈥淩eesa Teesa鈥� Johnson in a show based on Johnson's 50-part TikTok series 鈥淲ho TF Did I Marry?鈥� and Hulu reported that 鈥淭he Secret Lives of Mormon Wives,鈥� its show based on a group of TikTok creators, was its most watched unscripted premiere of 2024.

Platform snapshot: TikTok. TikTok is close to a must-buy for social ad buyers, despite a possible ban and lingering unease about TikTok Shop. TikTok will generate more than $10 billion in US ad revenues in 2024. TikTok鈥檚 US ad business will grow 38.1% YoY in 2024.

While some experts are comparing Bluesky鈥檚 potential to the trajectory of TikTok鈥攁 new. platform that gained momentum for its heightened candor鈥攂rands should first look out for creator success stories that facilitate platform sustainability and momentum.

Established platforms like TikTok and YouTube have built stronger relationships with creators, leaving Meta struggling to catch up. The platform continues to struggle with its identity as it attempts to simultaneously serve niche communities and broader audiences.

The other top three are Instagram, X (formerly Twitter), and TikTok. Instagram remains popular, especially for reaching younger B2B buyers. Elon Musk鈥檚 acquisition of Twitter has made it less popular with B2B marketers. TikTok can be effective for content discovery, but its uncertain future and algorithmic preference for repetitive content make it less reliable for B2B.

TikTok recently announced a new AI avatar service in the US. However, in recent years, tech companies in China already offered services enabling marketers to deploy AI-generated digital avatars to promote products in ads and even livestreams.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.