Underage users are both an asset and huge risk for platforms: TikTok and games like Fortnite are thriving thanks to their young users, but controversy could make advertisers wary.

TikTok’s CEO tries to quiet content safety and Chinese controversies: Shou Zi Chew gave a rare interview touting the app’s answers to criticisms.

Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what’s driving this growth, which platforms are emerging as leaders, and what social buyers really want.

Consumer habits are changing, and Gen Zers are a major driving force. Their shorter attention span, social buying habits, and lack of brand loyalty will push several industries to evolve—especially as Gen Z’s spending power grows. These shifts in financial services, advertising, and social make up four of our top trends for 2023.

Meta is still trying to improve its teen user image: Its latest attempt to quell its poor reputation with parents and regulators is a slew of privacy features for teens.

TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.

Gen Z consumers expect retailers to get data privacy right: While they won’t give companies credit for having good practices in place, they will lose trust in those that don’t.

Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.

Only 13% of US adults have used augmented reality (AR) or virtual reality (VR) while shopping. Though the overwhelming majority have not, 38% are at least somewhat interested in trying the tech.

The early results are in: Foot traffic saw increases week over week between September 19 and October 16, suggesting the holiday season may have kicked off earlier in-store, per

Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.

Gen Z shoppers are ready to splurge on holiday purchases: But financial concerns remain at the forefront as consumers turn to sales and BNPL to stretch their budgets.

Marketers have their hearts set on capturing holiday dollars from Gen Z this season, but they shouldn’t run the same old marketing playbook if they want to succeed.

Just 14% of US adults regularly use cashierless checkout, like mobile scan-and-go and just-walk-out technologies. That figure is higher among 18- to 34-year-olds, at 21%, while only 6% of 55- to 65-year-olds use the tech routinely.

Consumers don’t trust LGBTQ-inclusive ads: Limiting inclusive advertising to Pride Month and not going beyond advertisements is creating a disconnect for consumers.

Diageo becomes latest brand to aim for inclusivity: 1,200 of its marketers will be trained in inclusive design, followed by a rollout to agency partners.

Pinterest is bright light in dim Q3 for social platforms: Company delivers better-than-expected revenue and notes deeper engagement with users.

Hispanics fuel US population and economic output: The demographic group’s US consumer expenditures are growing faster than those of non-Latino consumers.

For many buyers, it’s simple: They make a purchase when they find something they want to buy. There are, of course, many ways that social users can find products they like on social media. And our exclusive primary research reveals that there is a multitude of other reasons why buyers choose to make purchases on social platforms.

About half of US Gen Z and millennial social users make purchases on social media, compared to 38% of US adults overall. Boomers are the least likely to buy via social.