蘑菇AV

The news: News publishers are investing in social media presence that may not be creating meaningful referral traffic. Although publishers are working to meet audiences where they are鈥攐n social and video platforms鈥攖heir content is being watched, not clicked, per Digiday. Our take: Despite social media not converting engagement into referral traffic, news publishers have little option but to remain鈥攍eaving social platforms means losing user attention. Publishers may need to boost their efforts in community-driven channels like Substack and podcasts to foster engagement and reader loyalty.

The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad鈥檚 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads. Our take: In a saturated media market, getting and keeping consumers鈥� attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.

The news: With scams on the rise, advertisers and brands need to be thoughtful with their communications to keep it out of junk folders. 96% of US adults get at least one scam email, phone call, or text message each week, per CNET. Our take: To stop volume fatigue, brands should avoid inundating users鈥� phones and inboxes with constant messaging. Social media could offer a less-saturated space where short-form content can exemplify brand personality and where users are more likely to expect engagement.

Social media success was once defined by public stamps of approval, but now brands are recognizing that in-feed engagement is both an inaccurate and incomplete approach to measuring impact. Reaching consumers within their DMs has emerged as a growing strategy for many marketers.

The uncertain future of TikTok and the changing social media landscape has made complicated partnerships and engagement measurement in the creator economy. But creators are ready.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

The news: Generative AI (genAI) is taking on a multifaceted role in users鈥� lives, as an influencer, a personal companion, and a consumer proxy. 87% of genAI users would consider asking the technology for social or relationship advice, per Accenture鈥檚 Me, My Brand and AI: The New World of Consumer Engagement survey. Our take: Embedding AI tools like chatbots, agents, and recommendation engines into brand websites can help users shop faster and discover new content. Offering transparency around data use and building opt-out features could help users trust the tools more and give them the peace of mind to hand over personal information in exchange for assistance and recommendations.

Social media dominates teen lives: Balancing screen time, mental health, and meaningful digital engagement becomes increasingly urgent for parents and educators.

On today's episode, we discuss how social media engagement is changing, whether TikTok is the new Google for young people, if the "deinfluencing" trend is here to stay, whether YouTube Music can compete with Spotify and Apple Music, what the road to electric vehicles looks like, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and analyst Max Willens.

On today鈥檚 podcast episode, we discuss how some teachers think young people should be approaching GenAI, the differences between younger and older teenagers鈥� social media usage, and how engagement with digital gaming is changing. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, and Vice President of Research Jennifer Pearson. Listen everywhere and watch on YouTube and Spotify.

CMOs report significant productivity gains through AI-driven automation, especially in content creation, social media engagement, and ad copywriting, per a May 2024 Boston Consulting Group (BCG) survey. AI-powered insights drive better decisions. AI enables marketers to analyze vast data sets and use predictive analytics to improve customer understanding, engagement, and loyalty.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

The interview: Reddit is transforming its platform with two major initiatives: expanding its commerce capabilities and redefining social media engagement through a 鈥渟eeking, not scrolling鈥� approach, according to a recent 蘑菇AV interview with CMO Roxy Young and Jim Squires, executive vice president of business marketing and growth.

The news: Small- and medium-size businesses (SMBs) are increasingly relying on social media as a key marketing tool鈥攂ut over half are struggling to keep up with the rapidly evolving landscape. Over three-quarters of small business leaders state that using social media has made a positive impact on their business鈥攂ut 56% find it difficult to prioritize social media use, and 54% struggle to produce enough content to support multiple social media channels. Our take: Keeping up with social media鈥檚 future requires SMBs to integrate it as a core business function rather than viewing social media as an afterthought.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

These patterns aid in explaining why, despite a sharp increase in digital engagement, the NBA's traditional ratings declined. Online fandom is stepping in to fill the void left by dwindling TV viewership, as evidenced by the league's Finals content, which received 5 billion social media views, a startling 215% increase YoY.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

The influencer and the brand must genuinely fit, strengthening both engagement and long-term brand equity. Brand voice, audience fit, and shared values matter more than reach. Creators shape what future buyers see on social platforms. Micro-influencers, in particular, often drive strong engagement and relevance, especially in niche categories.