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Mayhew leverages his experience as an agency creative director to make viral social videos about the world of marketing on LinkedIn and TikTok, and will be launching a longer-format YouTube show next month filmed in different office spaces around New York.

Barnes & Noble is expanding its footprint: Riding a wave of strong sales鈥攁nd buoyed by the #BookTok phenomenon鈥攖he bookseller expects to open more than 60 new stores this year.

Meta and TikTok recently asked an appellate court to dismiss claims that the platforms harm teens, and Texas launched an investigation in December into 15 different companies and platforms, including Instagram, TikTok, and Reddit, over alleged mishandling of underage user data and privacy.

Meta argues that it鈥檚 not a monopoly, that those acquisitions fueled its growth, and that it faces strong competition from players like YouTube, TikTok, X, Apple, and more. If the court agrees with the FTC, a separate trial could force Meta to divest Instagram and WhatsApp. Looking back: When Meta purchased Instagram in 2012 for $1 billion, the app only had about 30 million users.

The trend: US generations differ on what types of apps they download, with social media and music apps taking the lead among younger generations, per a YouGov survey. Gen Zers, millennials, and Gen Xers all download social media and music apps the most, with messaging/email and gaming apps close behind. Baby boomers prefer weather apps the most, followed by social media and messaging and email apps.

The news: Gen Z and young millennials are aggressively saving to retire by 40鈥攃hallenging stereotypes of overspending on luxury and leisure鈥攆ollowing the advice of TikTok influencer Mia McGrath, per Yahoo Finance. The details: McGrath is an advocate for the FIRE (financial independence, retire early) movement, which has gained popularity across social media.

We could see similar features integrated into established social media platforms like Instagram or TikTok. Source: seven39.

TikTok is Gen Alpha鈥檚 first stop when they go beyond YouTube. Only 13.3% of children under 12 are on social media. But we expect that to increase as they enter their teens. Among social media users under 12, TikTok has a 42.3% penetration rate, the greatest number of under-12 users among the social media platforms we track.

Nearly three-quarters (72%) of US Gen Zers find new media content on social media platforms like TikTok or Instagram, per Toluna鈥檚 Gen Z Decoded survey, and 71% turn to YouTube. While interest in online activities fluctuates by the hour, social media use is constant: At least 74% are using it at any given time of day, peaking at 81% in the afternoon and evening.

It combines Reels, long videos, and live videos, similar to TikTok. Snap has redesigned its app. It combines Stories and Spotlight into a unified entertainment feed that is separate from the chat tab and camera. Some 117.9 million US TikTok users could be up for grabs in 2025. Our estimate doesn鈥檛 include the over 7 million US businesses that TikTok says also use the platform.

Instagram Reels users can now play videos at 2x speed, a feature that鈥檚 currently available on TikTok. Facebook revamped the Friends tab to show friends鈥� stories, reels, posts, birthdays, and friend requests. A similar tab is already established on X, Reels, and TikTok. Updating algorithms: Reels is already a near clone of TikTok and was released in 2020 in response to the latter鈥檚 popularity.

TikTok鈥檚 role: Another factor could be the fast-approaching deadline for a TikTok sale. Despite senators urging Trump to extend the deadline鈥攁nd despite nearly 70% of US adults opposing a ban, per Pew Research鈥擳ikTok鈥檚 future in the US is far from certain.

TikTok videos over 60 seconds perform best, study finds: The shift requires advertisers to rethink their short-form video strategy to meet consumers where they are.

US enterprise marketers directed over one-third (38%) of their influencer marketing budget to paid social ads last year, per data from Linqia. Nearly every (86%) US brand will sponsor creator content on social media. Their spending on those sponsorships will surpass $10 billion in 2025鈥搊ne year earlier than we previously predicted.

Jones Road Beauty, founded by Bobbi Brown, has built an authentic presence across age demographics on TikTok. 鈥淏obbi Brown got on TikTok and she spoke to people in a very authentic, real way,鈥� said Canaves. 鈥淭hey can see her, they can see her products, they can relate to her. And it鈥檚 not just the consumer who鈥檚 in her demographic, but it鈥檚 the younger consumer as well.鈥�.

TikTok is experimenting with conversational ads. Similar to Meta鈥檚 click-to-message ads鈥攚hich let users chat with a brand on Instagram, Messenger, or WhatsApp鈥�TikTok is testing ads that let users start conversations with businesses in the US. It鈥檚 also testing ads that direct users to Facebook Messenger or WhatsApp to have those conversations.

Our forecast expects sales to rise 19.5% this year鈥攎ostly because of TikTok Shop鈥檚 ascendancy, but also because Amazon鈥檚 partnerships with Meta, Pinterest, Snap, and TikTok are eliminating some of the major barriers to social buying. Having Walmart or Amazon power in-app checkout could help relieve shoppers鈥� qualms about sharing personal and payment information with social platforms.

And so as we think about the evolving landscape, it's been really, really interesting to see a brand come to us and say, "Hey, instead of paying $20,000 for one TikTok video, can we give it to you guys and you can start to reward our super fans and put our marketing dollars back into the pockets of our customers?". Emmy Liederman (22:56):.