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Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

TikTok, younger. 鈥淚f we want to talk about a new sales promotion, it might look like seven different messages across each platform,鈥� but the overarching storyline will remain the same, Lopez said. But making educational content entertaining is important regardless of age group or platform. 鈥淛ust because we鈥檙e a legacy [brand] doesn鈥檛 mean people automatically know things about 耻蝉,鈥� Lopez said.

Click here to view our full forecast for US creator economy revenues. Predictions. Audio services will battle for podcast creators. In 2025, US podcast listeners will spend 1 minute more per day on podcasts than US TikTok users will spend on TikTok, per our forecasts. The talent agency landscape will shift to accommodate creators.

Even though its future in the US is more uncertain than ever, advertisers were completely unfazed by the prospect of a TikTok ban in 2024. And they鈥檙e heading toward the new year quite confident that the platform will be around in 2025.

Only 32% of teens use Facebook, per Pew Research, compared with 61% who use Instagram and 63% who use TikTok. From the ground up: Not requiring a targeted number of views makes the monetization program available to influencers who don鈥檛 currently have a big audience on Facebook. It could also attract content creators who have a large following on TikTok and want to hedge their bets.

After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That鈥檚 a sign that brands could invest more in social media ads amid optimism about the economy.

While alternatives like TikTok and Pinterest may still use a for-you algorithm, they have more dedicated and much larger user bases, per our forecast; a viral video on TikTok will still expose a creator to an audience of millions, but a viral Threads post won鈥檛 have the same reach.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Temu burst onto the US retail scene in September 2022, winning over shoppers with ultra-low prices and aggressive ad campaigns. But while its initial growth was fueled by new customers, its long-term success is now driven by repeat buyers.

What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok鈥檚 future.

Platform-based tools: For many creators and brands, TikTok and Reels both offer all the tools that they will need. These tools allow for quick and seamless creation, but can be limited in their capabilities. TikTok can be a one-stop shop for creators and brands who don鈥檛 need extensive editing tools.

TikTok Shop鈥檚 sales soared 153% in January: The video app鈥檚 social commerce arm is eating into Shein鈥檚 market share, adding to the hurdles facing the fast fashion company.

Shein is in trouble: The fast-fashion marketplace鈥檚 profits fell nearly 40% in 2024, even without the impact of de minimis changes and higher US tariffs.

This concern is even more prevalent among US adults, of which 73% feel a lack of control over how their data is used and nearly half don鈥檛 feel like they have a good understanding of how companies collect and use personal information.

Reels may get its own app: Instagram is reportedly exploring a standalone platform as it vies to draw attention away from TikTok.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

Companies generally use other platforms for influencer marketing that tend to be more successful, such as Instagram, TikTok, and YouTube. Twitch鈥檚 share of the livestreaming market is steadily declining鈥攇oing from 71% in 2023 to 61% in 2024, per Digiday鈥攖hough it is still by and far the leader in this market.

High-income consumers are more likely to discover new brands or products in-store, but they typically make the final purchase online.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Since then, Partiful has grown into a darling of Gen Z, inspiring millions of TikTok videos and making headlines. Last fall, it started a viral trend by hosting a Timoth茅e Chalamet lookalike contest in collaboration with creator Anthpo. The Google Play Store named Partiful the Best App of 2024.

Meta鈥檚 shifting focus on short-form videos designed to compete with TikTok and Reddit鈥檚 increasingly strict content moderation policies aimed at attracting more advertisers have taken away from the community-first element that makes social media appealing in the first place.

The news: The TikTok mobile app returned to Apple鈥檚 and Google鈥檚 US app stores last week. US Attorney General Pam Bondi reassured smartphone platform owners that they would not be fined for hosting the app after President Donald Trump paused its scheduled ban for 75 days. The ByteDance-owned service had been removed from app stores in January to comply with the law calling for its sale or ban.