蘑菇AV

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.

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.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.

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��

The United Arab Emirates (UAE) is a fast-growing and lucrative ecommerce market. To tap into growth in the country, retailers and brands need to understand what motivates consumers.

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.

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.

While TikTok pioneered the most recent short-form video trend, YouTube has comfortably overtaken it in terms of user count. This is due to YouTube鈥檚 ability to put its own competing product directly in front of such a large and captive audience. It鈥檚 even pulling away from TikTok, and a US TikTok ban would likely boost these numbers.

Monthly active users grew 252% YoY on the WNBA app, while TikTok views grew 250% to reach 361 million. The report cited SportsPro findings that female athletes accounted for 61% of all TikTok views among the 50 most-marketable athletes. Women led in content volume across platforms, representing 51% of total content posted by athletes on Instagram and 80% on TikTok.

Go further: Check out our FAQ: How the US-China Trade War Is Affecting TikTok Shop, Temu, and Shein and Impact of Tariffs on US Businesses.

The EC has already forced TikTok to retire the TikTok Lite Rewards program for violating DSA regulations, citing 鈥渋ts propensity to stimulate addictive behaviors, especially among minors and younger users.鈥�. The EC is investigating multiple parties for DMA noncompliance. This law is all about holding the internet鈥檚 largest 鈥済atekeepers鈥� to account to promote competition.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.