For some, shopping online is functional, enabling consumers to get what they want quickly, without straying from their budget or list. By creating a more engaging ecommerce experience, retailers can make shopping online fun, enticing consumers to browse and buy like they might in-store—and perhaps, increasing their basket.
Article
| Jan 9, 2024
Forecasts
| Sep 27, 2023
Source: Insider Intelligence | eMarketer
B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.
Article
| Jan 2, 2024
On today's podcast episode, we discuss how this year will look as Google's cookies fade away, the biggest threat to Google's search dominance, how many consumers are moving to ad-supported streaming, whether Apple can move the VR needle, Peloton's content hub on TikTok, the first person to ever complete Tetris, and more. Tune in to the discussion with our analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.
Audio
| Jan 12, 2024
TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.
Report
| Jul 25, 2023
Chart
| Jan 25, 2024
Source: Capterra
Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there’s a limit to how much social video people want to consume daily.
Report
| Aug 15, 2023
Gen Z spends the most time on social media. Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, according to our forecast. These platforms become community spaces where they interact beyond simple messaging: They share memes and new interests, video chat, and collaborate on content.
Article
| Jan 4, 2024
If it feels impossible to keep up with Gen Z slang, that’s because it is. TikTok has turbocharged an already fast-moving content cycle, so you’ve probably heard about trends that sound like gibberish. It’s tempting to give up on the spiraling influx of new language, but marketers need to understand at least some of the lexicon to avoid creating “cringe” content. Here are some terms marketers should know.
Article
| Jan 4, 2024
US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC.
With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.
Article
| Jan 2, 2024
TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.
Article
| Dec 19, 2023
On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.
Audio
| Sep 14, 2023
Messaging drives social app engagement. It was the second-most preferred engagement feature on social platforms, behind commenting, per a March 2023 study by YouGov among US adults. Facebook needs all the engagement it can get. AI chatbots are coming. Meta is experimenting with AI agents in both Messenger and WhatsApp, envisioning them being used for business messaging and customer support.
Report
| Jul 6, 2023
51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.
Article
| Dec 14, 2023
TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.
Article
| Dec 7, 2023
US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.
Report
| Jul 11, 2023
But now, instead of leaving a social app, they’re going directly to its search bar for various queries. And as Google executive Prabhakar Raghavan famously pointed out, TikTok and Instagram have become major benefactors of this rising behavior. Traditional search engines are losing penetration.
Report
| Jun 14, 2023
TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.
Article
| Dec 4, 2023
Chart
| Jan 4, 2024
Source: Adobe
Chart
| Jan 4, 2024
Source: Adobe
Chart
| Jan 4, 2024
Source: Adobe
If any social app can make live commerce and in-app checkout happen, it’s probably TikTok—it’s already a formidable social commerce platform, especially among Gen Z. But we have serious questions about TikTok Shop’s viability amid slowing social commerce growth, low uptake of live shopping, and the possible US TikTok ban. Key Question: Is TikTok Shop a must-have for brands and retailers?
Report
| Jun 7, 2023
Where Instagram wins: A new partnership with Meta and Amazon will allow users to purchase Amazon products without leaving the social media apps. “[The integration] is going to really improve buying potential on Instagram because Amazon really is the place for low-cost impulse purchases, particularly in the CPG [consumer packaged goods] and home goods categories,” Droesch said.
Article
| Nov 29, 2023
Chart
| Dec 31, 2023
Source: Captiv8
Over half (53%) of US adults ages 18 to 29 will use TikTok for holiday shopping this year, per ESW.
Article
| Nov 28, 2023