Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.
Meta mulls over ad-free options in Europe: Marketers need to brace for potential changes in audience targeting and ad costs.
Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative.
Meta's strategy to bolster Threads: Given Threads' declining user base, Instagram's promotional push could be a double-edged sword in the engagement game.
Is social media dead? Not exactly. But it has become “less social and more media,” as Insider reported.
Whether EU regulators are satisfied could set a global precedent for tech regulation, affirming smaller players like Slack in challenging market dominance.
Reels' next frontier: Instagram's strategic play against TikTok's and YouTube's video offerings, maximizing advertising opportunities.
Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.
YouTube offers creators a community guidelines olive branch: The platform is offering a class to help creators penalized by a hyperactive “strike” system.
On today's podcast episode, we discuss the quick adaptation and rejection of Threads by Instagram users, the complicated costs of bundling streaming services, where TikTok falls on the list of most influential social media apps, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Evelyn Mitchell-Wolf and Max Willens.
Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “Behind the Numbers” podcast episode.
Introducing the new X: The former Twitter introduces biometric data collection and tackles LinkedIn's job listings empire.
Reddit's balancing act: As it elevates its advertising suite with tools like Keyword Suggestions, it navigates community challenges ahead of its potential IPO.
Global digital services taxation is intensifying with New Zealand aiming to tax companies like Meta and Google 3% of profits by 2025.
Some 65% of TikTokers prefer content from brands that feature original sounds, according to 2021 MRC Data. TikTok sounds allow users to attach posts to songs and other audio which can then drive an association between the song and the brand. TikTok already has a Commercial Music Library of royalty-free tracks, but brands can push social campaigns a step further by creating their own viral songs.
A lack of news isn't keeping Canadians off Facebook: It’s been nearly two months since Meta banned news content on Facebook in Canada, and usage has barely moved.
TikTok will beat Facebook in time spent in 2025, with US adults spending over 5.19 billion total minutes per day on the platform, while they will spend a total of 5.02 billion total minutes per day on Facebook, according to our forecast.
Key stat: Nearly 60% of TikTok viewers are more likely to trust a brand after hearing about it from a creator compared with hearing about it from a standard, in-feed ad, said Sam Kimmel, global creator partnerships lead at TikTok, during a CreatorIQ webinar.
The service is now available on web browsers. But it will still be hard to sustain engagement after an 80% drop in users from its July peak.
Brands can capitalize on social trends with real-world products and programs, but they have to be able to act at the speed of TikTok. That means giving creators autonomy, having a strong brand identity, and keeping a close eye on trends.