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The trend: Gen Z is turning to social media for job and career guidance in the UK, but typical pharma company content isn鈥檛 engaging them. The takeaway: Pharma and biotech companies need to embrace social media as serious recruiting channels to connect with Gen Z, and create unpolished, everyday snapshot-type videos with real employees. Social teams should track video trends on TikTok like 鈥渄ay in the life鈥� or 鈥減ut a finger down鈥� and enlist employees to replicate them.

This is the first installment of our 鈥淯碍 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥嬧��

Instagram, YouTube, and TikTok remain the most popular platforms for creators. But LinkedIn and Snapchat have also become vibrant creator hubs, accelerated by their recent rollouts of ad revenue sharing programs: In October 2024, 60% of US and UK creators planned to increase their presence on LinkedIn in the next 12 months, per data from Billion Dollar Boy.

TikTok crossed the 1 billion user mark last year but still trails Facebook and Instagram by huge margins. Almost 44% of worldwide internet users will be Facebook users this year. It leads its sister app, Instagram, by more than 550 million users and TikTok by more than a billion. Our inaugural forecast for Threads reveals a platform with substantial momentum.

In the UK, the biggest broadcasters are starting to utilize YouTube as an additional platform for their broadcast content. Channel 4 reported that views of full episodes of its programs on YouTube were up 169% YoY, surpassing 110 million organic views, as of February 2025. YouTube is also looking to 鈥減remiumize鈥� its CTV service.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Mercado Libre, Amazon, and Meituan are ecommerce companies; Reddit, TikTok, Instagram, and Pinterest are social media companies; and Kuaishou is essentially both. Roku and Spotify will be the only outliers on the list of fast growers in 2025. It is worth noting, however, that we do not yet have a projection for worldwide Netflix ad revenues, which would likely rank highly in the above chart.

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.