TikTok Shop rollout spurs concern about platform engagement: Our survey shows many users have actually boosted their usage since shopping debut, but time spent is slowing overall.
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| Apr 4, 2024
Since its launch in September 2023, over 11% of US households have purchased items via TikTok Shop, according to data from a recent Earnest Analytics’ report, which analyzed credit card transaction data to learn more about TikTok Shop users.
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| Apr 11, 2024
Instagram could be the biggest beneficiary of a TikTok ban: Our industry KPI data found that Instagram has a comparable reach to TikTok among the largest accounts.
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| Apr 24, 2024
US adults ages 18 to 54 spend more time on TikTok than any other popular social platforms, according to our forecast.
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| Apr 17, 2024
TikTok remains Gen Zers’ preferred social network in terms of time spent, but its growth is hitting a wall. That’s natural, given the enormous amount of time they’re already spending on the app.
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| Apr 3, 2024
AI influencers on TikTok could streamline ads but threaten real creator incomes: Balancing innovation and authenticity could prove challenging.
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| Apr 11, 2024
LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.
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| Mar 28, 2024
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| Apr 17, 2024
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| Mar 26, 2024
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| Mar 18, 2024
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| Mar 28, 2024
As a potential TikTok ban looms, brands are considering what a world without TikTok Shop would look like. I probably won’t look all that different, but there are a few places where TikTok’s absence will be felt more than others.
Article
| Mar 15, 2024
71% of teen YouTube users use the platform at least once per day, while 58% of teen TikTok users do the same on TikTok, according to October 2023 data from Pew Research Center.
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| Mar 15, 2024
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| Mar 18, 2024
Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.
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| Mar 13, 2024
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| Mar 1, 2024
Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.
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| Mar 28, 2024
The best ad practices for Facebook, Snapchat, or even Instagram Reels won’t convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We’ve analyzed TikTok’s new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.
Article
| Feb 14, 2024
Don’t let the myths get you down, social shopping is alive and well. Gen Z is full of contradictions. And “TikTok-famous” is becoming synonymous with Hollywood famous. Here are three key takeaways from Shoptalk 2024.
Article
| Mar 21, 2024
Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube’s own best practices for Shorts ads from its ABCDs of effective video ads guide.
Article
| Apr 19, 2024
Q1 has been a mixed bag for marketers. Ad spend grew in January and February, hitting double digits for the first time since March 2022. But many tech and retail companies were hit with layoffs as companies tightened ad spend. IBM, TikTok, and Google all slashed their marketing and advertising teams. On earnings calls, Nike’s finance chief said the company is planning for a “subdued macro outlook” and Paramount mentioned “softness in the global advertising market.”
Article
| Mar 29, 2024
TikTok often gets all the attention, with headlines trumpeting it as Gen Z’s new search engine. But the reality is more nuanced.
Article
| Mar 4, 2024
Some of Gen Z’s favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.
Article
| Mar 1, 2024
Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they’re shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.
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| Feb 26, 2024
UMG and TikTok clash over music rights, AI: The label is pulling its catalog from TikTok amid a pay dispute and the app's test of AI music features.
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| Feb 1, 2024