Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.
Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn’t) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.
TikTok is a primary news source for many US adults: A Pew Research survey found that use of TikTok as a news platform has surged since 2020.
Time spent on Facebook and Instagram this year was up 7% and 6%, respectively, according to Meta’s Q3 earnings. “It’s just incredible growth considering how much time people are already spending on these platforms,” our analyst Jasmine Enberg said on a recent episode of the “Behind the Numbers” podcast. “And that, of course, is a really important metric to advertisers.”
YouTube mandates AI tool disclosure in videos: Creators face penalties for noncompliance, reshaping digital content integrity.
A court ruling will force Meta and others to deal with moderation lawsuits: Several cases alleging social media firms are harming minors will proceed.
Despite Meta’s strong year, ByteDance is close behind: TikTok owner’s $29 billion in Q2 revenues rivals US giant, which lags far behind in growth.
Snap uses AI to empower AR: The company pivoted to AI in the last year to drive growth but is now using ChatGPT to put AR lenses back in the spotlight.
Meta unveils shopping feature with Amazon for Facebook and Instagram: Strategic partnership aims to combat Apple's iOS privacy changes and boost Meta's ad revenues.
On today's podcast episode, we discuss a new lawsuit against Meta for designing its products to be addictive to kids, new paid ad-free versions of Facebook and Instagram, and where Threads engagement is at. "In Other News," we talk about whether we will ever come together again on social media and if AI can help us get there. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.
Big Tech will have a chance to offer input on the Online Safety Act: UK’s telecom regulator is seeking comments on how to interpret the strict social media law.
Google takes legal action against international hackers exploiting Bard: Scams could curtail adoption of generative AI.
On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.
Problematic creator funds are a thing of the past: TikTok is sunsetting its creator fund one year after YouTube changed the game with a revenue-sharing model.
As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.
How much do healthcare influencers cost? A new tool from MedFluencers claims to calculate what they’re worth based on factors like follower counts and online popularity.
On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.
Bad news for news publishers: The percentage of US adults who closely follow news developments continues to decline—pushing advertisers to platforms with healthier viewership.
US marketers are using affiliate strategies throughout the purchase journey, including upper-funnel awareness (56%), mid-funnel consideration (58%), and lower-funnel conversion (50%), per June 2023 Gen3 Marketing data.