Social Media

Musk suggests that X will charge users for access: The CEO’s words should be taken with a mountain of salt, but the change could be detrimental for the platform.

Musk cuts safety staff at X amid content moderation woes: Twitter’s trust and safety team loses more employees. Users will be less likely to pay for a toxic platform.

On today's podcast episode, we discuss what "Dr. ChatGPT" is most likely to help with, how close it is to replacing your physician, and why it might not be ready for the patient exam room just yet. "In Other News," we talk about the US government's efforts to bring down prescription drug costs and the prevalence of health-related misinformation on social media. Tune in to the discussion with our analysts Rajiv Leventhal and Lisa Phillips.

The old form of social networking may be dying. But our forecast shows people spend more time on social platforms, so marketers need to be aware of what the new era of social media looks like. Gen Z and TikTok certainly dominate social media headlines, but Meta maintains a stronghold, even as it struggles to make new endeavors like Threads take off.

Twitter's rebrand to "X" meets resistance: 69% of users stick to the original name despite Musk's changes.

US-TikTok negotiations restart after ultimatum: A potential agreement could grant government unmatched oversight, altering app's autonomy.

Banks keep getting better about social selling: An ABA survey looks at how social media campaigns are helping banks and credit unions turn anonymous institutions into friendly, approachable community members.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

TikTok integrates Wikipedia snippets into search: A move towards broader search capabilities amidst rising competition with Google.

The EU’s lead regulators are clamping down on Big Tech’s GDPR violations with substantial fines that could lead to more scrutiny and bans.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram—users' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok’s social commerce endeavors, the platform isn’t starting from scratch. Here’s a look at TikTok’s social commerce strategy and potential in five charts.

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.

Key stat: 82% of US creators will earn income from sponsored content this year, down from 91% in 2021, according to Mavrck.

Indonesia mulls social media sales ban: Platforms like TikTok and Meta may need strategy shifts.

TikTok and Meta still struggle with content moderation: Threads has blocked search terms related to COVID-19, while TikTok cast too wide a net reining in Qanon.

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

Patreon diversifies beyond payments with chat rooms: Is this enough to ensure its sustainability as a standalone service?

TikTok continues to grow as a search platform: A report found 51% of Gen Z prefers the app over Google. Meanwhile, the latter braces for a search antitrust trial.

On today's podcast episode, we discuss whether YouTube Shorts are cannibalizing long-form content, Instagram and Facebook users potentially being able to pay to avoid ads in Europe, how Netflix's password crackdown is getting on, whether serving multiple ads at once is a good idea, the impact of the Digital Services Act's arrival, how long it would take you to drive around every road in the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Bill Fisher, and forecasting analyst Zach Goldner.

“[Meta] has become more profitable for sure, but it is a leaner, meaner, and hopefully more efficient company,” our analyst Debra Aho Williamson said on a recent episode of “Behind the Numbers.” The company’s 21,000 jobs cuts certainly helped boost its margins. “I think that this sets Meta up for a much better second half of this year.”