The news: Reddit’s ad business is on a path of steady growth, with ad revenues expected to reach $1.8 billion this year and grow 29% to reach $2.5 billion in 2026, per a new WARC forecast. Brand participation on Reddit shows promising results: One organic brand post per week increases positive mentions by 3.5%. Our take: Though Reddit’s massive growth is partially attributed to its smaller reach, its ability to reach users that aren’t frequenting more popular platforms warrants investment, and a diversified approach combining Reddit’s unique community-driven base with larger platforms’ massive reach is key.
The news: YouTube, Instagram, Twitch, and TikTok each offer unique advantages and drawbacks for gamer ad reach, per HypeAuditor’s 2025 State of Gaming report. Choosing the right platform depends on what kind of impact marketers want to make. Our take: Marketers should boost campaign performance with influencer partnerships on these platforms since creators often understand their audience better than companies do. Track success platform by platform to help tailor ad strategies, capitalize on UGC, and maximize return on investment.
The news: Global influencer marketing is booming, with spending increasing over $8 billion this year to reach $32.55 billion, per a Later report—and smaller tier influencers are leading the charge. In an exclusive interview with EMARKETER, founder of creator company HYDP Thomas Markland discussed what trends are driving the shift and why smaller creators are making waves. Our take: As advertisers lose confidence in traditional media and creators proliferate across platforms, influencer marketing will continue making strides and driving the way forward for brands—especially those who are cost-conscious amid economic uncertainty.
The news: Meta is experimenting with letting users sign up for Threads through Facebook, potentially attracting older users and further separating Threads’ identity from Instagram. Our take: Combining data from Facebook and Threads will give advertisers deeper insights and opportunities to optimize campaigns. Marketers can use this to tailor platform-specific campaigns or create unified cross-platform content to better resonate across demographics.
The news: Substack is exploring a larger shift from a newsletter-first platform to a more expansive media ecosystem—one that could include ads and a social media identity. The company is doubling down on the Substack app and aiming to show that social media “can be fun and rewarding without melting your brain,” the company stated in a blog post. Our take: As AI search engines downgrade publisher content, Substack could become an important channel for brands to reach loyal and engaged young audiences. Marketers should research creators to find authentic voices that align with brand messaging, craft company newsletters to get onto user feeds, and be prepared with market analysis if and when Substack launches ad placements.
The news: Weight loss drug prescribing for children and teens increased significantly after the American Academy of Pediatrics (AAP) recommended the medications’ use, per a new Harvard study. Our take: Word-of-mouth recommendations and testimonials on social media are driving weight loss drugs’ popularity with young people. GLP-1 marketers have an opportunity to provide medically responsible, but social friendly and engaging content by partnering with influencers, creating behind-the-science video content, and developing edutainment FAQs for interested young consumers.
While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and EMARKETER.
The news: Most marketers aren’t adapting their creative assets to fit the platforms where their ads appear, per Smartly and EMARKETER’s July 2025 CTV Meets Social survey. Nearly three-quarters (72%) reuse or lightly tweak social video content for connected TV (CTV), indicating that they’re missing the opportunity to engage with a motivated audience. Our take: Marketers could benefit by treating social as a testing lab for larger screens. Using feedback to identify winning campaigns, they can rework those ads for CTV audiences. Bifurcating creative development specific to social and CTV could serve both channels while keeping costs down and impact high.
The news: A study commissioned by UK Bank TSB found that 55% of people who acted on financial advice found on social media lost money. This highlights the substantial risk associated with such advice and a real opportunity for banks to build brand trust online. Our take: Financial institutions (FIs) have a role to play in dispelling financial misinformation on social media. In addition, they have a chance to build trust with young social media users, especially when responding to viral trends with facts and informing consumers whether they should take the steps recommended in viral videos. Responding to viral trends in a meaningful way can boost brand awareness and cause social media users to turn to an FI first, before their favorite influencers.
The news: Meta is refusing to change its “pay or consent“ model in the EU, per Reuters, risking fines to protect its ad-targeting capabilities. The company argues it’s being singled out and that “a user choice between a subscription for no ads service or a free ad-supported service remains a legitimate business model for every company in Europe—except Meta,” per Reuters. Our take: This is a battle for user data, and with the DMA’s prior victories over Meta, it’s one fight that Meta may not win. Marketers should track Meta’s changing compliance stance, prepare for restrictions on user-level data, and consider spending on platforms with fewer regulatory risks.
The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds—but for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth—and partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.
Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.
The news: Meta is facing an investigation from the French Competition Authority for allegedly limiting access to ad verification partners and exploiting its ad market dominance. Meta is required to implement interim measures, including the development and disclosure of updated guidelines governing access to and maintenance of “viewability” and “brand safety” partnerships. Our take: While France doesn’t account for a massive portion of Meta’s ad revenues, the company could still be subject to substantial consequences if found guilty. Antitrust fines from the French Competition Authority can be as high as 10% of a company’s global annual turnover.
YouTube is taking aim at AI-generated "slop" by revising its monetization rules on July 15, drawing a line between authentic content and spammy filler. The update targets low-effort uploads—like synthetic voiceovers over stock footage or AI-mimicked news—but exempts legitimate formats like reaction videos. The shift comes amid growing concern over AI-generated clutter, scams, and identity fakes, as seen in platforms from Spotify to Pinterest. With content volume soaring and faceless creators rising, YouTube’s move reflects a growing push to safeguard viewer trust and advertiser confidence. The platform now faces the challenge of enforcement while reinforcing that originality still matters.
The news: Linda Yaccarino, CEO of Elon Musk’s X, left the company Wednesday as the social platform faced a major AI controversy—raising questions about the platform’s future and how advertisers will navigate the shift. Yaccarino, who became CEO of X in 2023, announced her decision to leave on Wednesday. Our take: X’s future is increasingly rocky. Yaccarino’s departure reaffirms many advertisers’ fears that the platform is far from stable, and the Grok mishap indicates that it isn’t yet brand safe—meaning major advertisers could retreat once again.
The news: Gen Z’s media habits are changing fast—and most brands aren’t keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they’re engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25–34 averaging 100 minutes per session. Our take: legacy ad formats don’t cut it anymore. To earn Gen Z’s attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.
The news: TikTok is reportedly exploring a US-only version of its app amid ongoing discussions of a US ban and selloff, per The Information. Known internally as “M2,” the app will reportedly launch in September and require users to download a new version to use TikTok in the US—though users will have several months to make the switch. Our take: We will continue to monitor closely for further developments, particularly the specifics of user data and algorithm migration, which will directly dictate the app's future efficacy for bank marketing. For now, FIs should maintain their Gen Z outreach strategies on TikTok with a high degree of adaptability.
The news: Bluesky added customizable notifications and activity alerts, helping users avoid notification fatigue and letting marketers reach more engaged audiences. Our take: If Bluesky continues building tools that prioritize user control and low-noise engagement, it could challenge X and Threads, especially among tech-savvy audiences who crave customization. Marketers should tailor content for small, more intentional user circles to increase the likelihood of notification subscriptions. This new feature highlights the importance of brand presence and engagement on Bluesky.
The news: TikTok is reportedly exploring a US-only version of the app amid ongoing discussions of a US ban and selloff, per The Information. The new app is said to align with the requirements of the Protecting Americans from Foreign Adversary Controlled Applications Act. Our take: A US-specific app would allow TikTok to potentially regain advertiser confidence in a critical market—but the new app’s success depends on how a new algorithm would impact the user experience.
The news: Gander Social is an upcoming Canadian social platform built on the decentralized AT Protocol, similar to Bluesky. Gander rejects algorithmic feeds, ad surveillance, and dark UX patterns, per Metricool. As an alternative to networks like X, Meta’s Threads, and Bluesky, it offers user-controlled content, privacy by design, and community-first tools—hosted entirely within Canada. It will be available as a closed beta in August. Our take: As algorithmic fatigue and platform distrust grow, demand is rising for community-driven, ad-light spaces. Marketers should watch Gander as a testbed for the next wave of privacy-first, hyper-local platforms.