蘑菇AV

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go鈥攁nd risks alienating its core base.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Snapchat unlocks prime film, TV ad potential: A new study found that Snapchatters are highly receptive to brands advertising around this content.

ByteDance鈥檚 public appeal: While Oracle emerges as the frontrunner for a US TikTok deal, the platform鈥檚 new PR push highlights small business success stories.

Reddit lets users block content from specific advertisers: While the change could improve user experience, it may also jeopardize Reddit鈥檚 main revenue source.

LinkedIn sets itself apart with a purpose-driven AI play: While social platforms chase time-on-site, LinkedIn is betting on AI to do real work鈥攆rom narrowing candidate pools to prepping users for interviews.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

X is still a destination for news: Our Industry KPI data shows engagement varying dramatically throughout the year

Unilever invests big in social channels: The company plans to spend half of its media budget on a new strategy that puts influencers front and center of its marketing.

Threads tests feature allowing users to select interests: The move could help the platform address its retention problem and draw creators.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem

TikTok has notable US economic impact: Oxford highlighted the app鈥檚 influence in the US market in a report that could play a role in its future in the US.

I will also say, Jasmine, to your point about social network usage and linear TV viewership, that next year is also the year that retail media ad spending will drastically surpass linear TV ad spending. And then those numbers are just going to keep diverging in favor of retail media. Suzy Davidkhanian (18:22):.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Twitch expands sponsorship opportunities: While the change might attract creators, whether brands will buy in is debatable.

Digg makes a comeback 12 years after it was sold: While the revival promises 鈥済ood vibes鈥� and a community-first focus, how they鈥檒l monetize is unclear.

Pinterest will start labeling AI-generated images: The change is likely an attempt to maintain the platform鈥檚 user base without sacrificing the lucrative potential of AI.