Social Media

Twitter recurring revenue plans will likely be a hard sell: Pay-to-play services can work, but only if there’s value being exchanged.

Nearly three-quarters of US TikTok users will also use Instagram this year, making it the most popular alternative to the social video app, per our forecast. That’s good news for Instagram Reels, which is positioning itself as a viable successor in the event of a US TikTok ban.

Social media ad spend declined in the second half of 2022, and the category will make up a shrinking slice of total digital ad spend in the US this year, according to our forecast. But brands still need a social media presence. That’s where AI and ChatGPT can help. Here are six uses for generative AI in organic social campaigns.

As Bing makes inroads into Google’s lead, it experiments with AI ads: Disney and Roku layoffs and pivots by Twitter and ByteDance dominated headlines this past week.

Plummeting VC investment in creator economy startups may make it seem like the creator economy was overblown. But VC investment is just one part of the picture, and brands should not take the funding chill as a sign to slow spending on influencer marketing.

TikTok has broken social media with its addictive short-form videos, according to The Economist. While “broken” may be a bit strong, our analyst Debra Aho Williamson agrees that TikTok has irrevocably changed the way we engage with social media, including how much time we spend on the platform.

On today's episode, we discuss the effect TikTok has had on social media, what time spent on the platform looks like, and the impact of its new screen time limit for children and teens. "In Other News," we talk about whether social apps are taking up a bigger or smaller share of Americans' time spent online and what Meta's AR and VR hardware road map looks like. Tune in to the discussion with our analyst Debra Aho Williamson.

TikTok is banned from French government phones. The move may accelerate wider government bans of other apps, like Instagram and Twitter.

TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.

On today's episode, we're at Shoptalk 2023 discussing why influencers might be the key to unlocking livestream shopping, what folks on the floor are saying about generative AI in retail, and how one company plans to redefine the fulfillment experience. In our new "From the Shop Floor" segment, we bring you the best bits from the most interesting retail events. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and chief content officer Zia Daniell Wigder, live from this year's Shoptalk event.

Twitter “For You” changes, secret VIP list spark debate over transparency and fairness: the company’s shift from an ad-supported model to one relying on user subscriptions continues to be rocky.

LinkedIn launches multiple page updates: The platform is trying to encourage admins to post more often through new tools, potentially goosing B2B ad revenues in the process.

Twitter is replacing legacy blue checkmarks with paid Twitter Blue verification: New service offers extra features but could discourage influential users unwilling to pay.

If TikTok gets banned (and it’s a very big “if”), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

On today's episode, we discuss why the US is considering a TikTok ban; where influencers, users, and advertisers will go if there is one; and how marketers can prepare. "In Other News," we talk about what Meta's latest job cuts say about the company and what its plans look like for a Twitter rival. Tune in to the discussion with our analyst Jasmine Enberg.

If TikTok’s only recourse is to separate from ByteDance, then Beijing could lean on export rules to veto the sale, potentially ending TikTok’s presence in various countries.

Social platforms are gaining in search: More US consumers are researching products on TikTok, YouTube, and Instagram, which could bode ill for Amazon and Google.

On today’s episode, host Bill Fisher is joined by our analysts Paul Briggs and Man-Chung Cheung and forecasting writer Ethan Cramer-Flood to talk about the TikTok bans currently in place around the world. They consider if the pressure building on TikTok in the US could fan out to other countries.

TikTok will see 11.6% global user growth this year, according to our forecast. That’s about double Snapchat’s and Instagram’s expected growth. The ByteDance-owned app will boast more than 900 million monthly users this year—if it manages to stay in the US, its biggest country.

The social video app’s defense against a potential sale or wider bans is customer backlash from its 150 million US users, or 45% of America’s population.