蘑菇AV

Social media evolves: As social user growth remains positive across the world, 鈥渕arketing budgets [are] shifting away鈥� from traditional channels like TV, radio, and print, Markland said. And the purpose of social media is changing, prompting increased investment.

鈥淭he lines between social media and CTV are blurring, with more people watching social videos and creator content on TV sets,鈥� said our analyst Jasmine Enberg. 鈥淢arketers must break down the silos between media and creative and think more holistically about their video strategies.鈥�

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

The news: Bluesky added customizable notifications and activity alerts, helping users avoid notification fatigue and letting marketers reach more engaged audiences. Our take: If Bluesky continues building tools that prioritize user control and low-noise engagement, it could challenge X and Threads, especially among tech-savvy audiences who crave customization. Marketers should tailor content for small, more intentional user circles to increase the likelihood of notification subscriptions. This new feature highlights the importance of brand presence and engagement on Bluesky.

The news: Gen Z鈥檚 media habits are changing fast鈥攁nd most brands aren鈥檛 keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they鈥檙e engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25鈥�34 averaging 100 minutes per session. Our take: legacy ad formats don鈥檛 cut it anymore. To earn Gen Z鈥檚 attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.

The news: Small- and medium-size businesses (SMBs) are increasingly relying on social media as a key marketing tool鈥攂ut over half are struggling to keep up with the rapidly evolving landscape. Over three-quarters of small business leaders state that using social media has made a positive impact on their business鈥攂ut 56% find it difficult to prioritize social media use, and 54% struggle to produce enough content to support multiple social media channels. Our take: Keeping up with social media鈥檚 future requires SMBs to integrate it as a core business function rather than viewing social media as an afterthought.