蘑菇AV

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.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we鈥檝e compiled a generation-by-generation breakdown on how and where to reach them.

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.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. 鈥淚t's on TikTok where Kamala is really shining,鈥� said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris鈥檚 social media and campaign strategy.

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

And they're pointing out that Google enjoys nearly 90% share of the US search market and even higher on mobile phones. A similar web dataset counter also has them about 85%. This is in the US. But if we use similar [inaudible 00:09:27] numbers, 90% share of the US search market for Google, Bing and Yahoo have 3% each.

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.

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.

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.

Definitely really interesting to see the image search feature for TikTok shop users in the US and Southeast Asia can now take photos of items and upload them to be shown similar products and I think this is just obviously leaning into some of their strengths, particularly with Gen Z, 25% less likely to use Google than Gen X and what we're really seeing is a fragmentation of search experience and TikTok