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Smaller players and TikTok will lead in growth. If TikTok avoids a US ban, it will grow its ad revenues by 32.1% this year, reaching almost $35 billion. However, given that about 44% of TikTok鈥檚 ad revenues come from the US, its final 2025 figures could end up radically different.

And unfortunately for consumers, tariffs are all but guaranteed to result in higher prices, even for products made in the US. Items from South Korea and France鈥攖he two top importers of beauty products to the US鈥攁re currently subject to a 10% universal tariff. That number could rise to 25% for Korean imports and 20% for French goods once the temporary reprieve on reciprocal duties is up in July.

Substack is also investing in visual content鈥攊t launched a scrollable video feed, capitalizing on interest in short-form video and positioning itself as (another) TikTok alternative. A partner, not a replacement: Substack sees itself as a tool to support publishers, not to take them from other media organizations.

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.

More than 44% of social shoppers had made a beauty purchase via TikTok, per our US Social Commerce survey conducted in March 2024, just six months after TikTok Shop launched. Brands in the beauty space have been among the earliest adopters of TikTok Shop. The platform was already a hub of beauty-related content such as product reviews, tutorials, and 鈥済et ready with me鈥� videos.

Visual demonstration is the main reason TikTok users seek brands on the platform. The content that resonates most with consumers is both relevant and engaging. 58% of US TikTok users say relevance is the most important characteristic of brand recommendation, while 42% say the same about video length.

US TikTok users and podcast listeners both spend roughly 50 minutes consuming each type of content daily, per our forecast. But unlike TikTok users, who scroll passively through endless video clips, podcast listeners consume just a handful of self-selected shows. That gives them time to develop a deeper relationship with the host鈥攁nd their guests. People also tend to trust podcast hosts.

Amazon and AppLovin make TikTok bids as sales deadline approaches: While a deal has yet to be inked, Trump and TikTok seem to be confident in the app鈥檚 future.

Teens don鈥檛 feel supported, but Big Tech is making changes: Younger users don鈥檛 trust tech companies鈥� commitment to mental health and safety. 64% of teens said major companies like Google, Apple, Meta, TikTok, and Microsoft don鈥檛 care about their well-being, per Common Sense Media. 62% aren鈥檛 confident their safety will be protected when profits are at stake.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

TikTok receives another 75-day extension: As Trump signs a second executive order to keep the app alive, its future remains murky.

Launched in 2022 as a full-service US agency, Creo will now operate globally, unifying talent, tools, and technology across OMG to enhance creator discovery, campaign planning, and measurable outcomes.

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.

TikTok extends its partnership with MLS: The move is part of a broader trend of brands investing in sports.

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.

TikTok-fueled impulse buying is redrawing the affiliate marketing landscape. As shoppers skip the research phase and rely on creator recommendations, brands are rethinking how they build trust, drive conversions, and stay ahead of trends.