Social Media

TikTok’s future is anything but guaranteed: While the app remains king of video for now, Meta and Google are making strides to steal market share.

Meta’s vow of efficiency marks renewed optimism: Meta shares rally after analysts upgrade stock due to Meta’s new, leaner direction. Meanwhile, the company continues to spend billions on an unrealized metaverse pivot.

TikTok is competing with just about everyone, according to our analyst Jasmine Enberg. Its lower costs per thousand are helping it pull ad share away from platforms like Meta, while its appeal to Gen Z consumers is pulling search dollars away from Google and Amazon. But it can play nice too, a strategy the platform has had to adopt in Washington to avoid a total US ban.

After surviving Q4, Meta tries to refocus its business: An emphasis on efficiency all but ensures more cuts will come in 2023.

Snap continues its Q3 storyline into Q4: Users top estimates in fourth quarter, but dwindling cash is a hurdle to innovation and growth.

It’s applying for state regulatory licenses—but it still needs to deal with other hurdles standing in the way.

Discovery—not influencers—is what separates TikTok and Amazon’s ecommerce businesses: The retail giant is trying to replicate TikTok’s success via its “Inspire” video feed.

TikTok’s magic is no longer in its mystery. The illusion of TikTok content being personalized for users through an all-powerful algorithm is fading. Two weeks ago, Forbes reported TikTok’s use of a secret “heating” tool. But TikTok’s heating controversy doesn’t mean marketers should immediately retreat to Instagram Reels. Rather, they should think of TikTok and Reels as two different tools.

LinkedIn proves the newsletter isn’t dying: Any user can create a newsletter on LinkedIn now, but advertising features have yet to debut.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

Nearly 80% of the world’s internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

TikTok bans in colleges go viral: The fallout from students and teachers could be indicative of wider pushback against banning the app.

2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.

As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?

Twitter’s balance sheet is looking rough: The company lost more than 500 of its top advertisers, and Q4 revenues tanked 35%.

Instagram’s new Quiet mode offers an olive branch to parents and regulators as the Biden administration vows to go after Big Tech for “put[ting] our children at risk.” All social platforms can sense a new era of accountability, and they’re making active moves to stay on regulators’ good side.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.

TikTok isn’t solely driven by its famous algorithm: ByteDance employees can make posts go viral without any disclosures.