Could iffy payouts cause creators to leave TikTok? The platform’s much-hyped revenue-sharing program is giving shockingly low payouts, but strong viewer growth makes a migration unlikely.
Picture this—Instagram to refocus on photos: Platform says it will better number of images and videos shown in feeds.
TikTok bans in colleges go viral: The fallout from students and teachers could be indicative of wider pushback against banning the app.
2023 is the year of performance marketing. Budgets are getting leaner, and pressure is mounting for marketers to deliver. Advertisers need to be intentional about audience, platform, and measurement when serving up ads. Here are five charts every marketer needs for building the perfect ad campaign.
As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?
Twitter’s balance sheet is looking rough: The company lost more than 500 of its top advertisers, and Q4 revenues tanked 35%.
Instagram’s new Quiet mode offers an olive branch to parents and regulators as the Biden administration vows to go after Big Tech for “put[ting] our children at risk.” All social platforms can sense a new era of accountability, and they’re making active moves to stay on regulators’ good side.
Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.
Tough economy challenges creator platforms: Fading investor fervor, consumer spending pullback force staff cuts and focus on revenue generation.
TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.
TikTok isn’t solely driven by its famous algorithm: ByteDance employees can make posts go viral without any disclosures.
Discord doubles down on youth with Gas acquisition: The app is huge with teens, and the deal shows the acquirer’s interest in moving beyond its gaming roots.
Gen Z will represent 20% of the US population in 2023, and nearly 40 million of these Gen Zers are adults. This is the data you need to understand how to reach them—and tap their growing buying power.
TikTok’s recommendation oversight could usher in a new era for social media: The embattled app promised regulators access to its algorithm, which could mean similar changes for competitors.
Twitter takes a creator economy cue from Reddit and Twitch: Its new “coins” feature isn’t a terrible idea, but it’s coming at a challenging time for the creative class.
‘T2’ is part of a growing trend to topple Twitter: Platforms are racing to replace Twitter’s status as digital town square. A carbon copy of the site isn’t a prerequisite.
Pinterest was seen as the safest social media platform in the US last year, though the percentage of users who held that view declined from 2020 (51% versus 41%), according to our “US Digital Trust Benchmark 2022” report. Meanwhile, Facebook was where the lowest percentage of users felt safe, down to just 26% in 2022.
Content creation is changing as platforms share ad revenues with creators and all content becomes monetizable. “That’s going to send a wave of quick-hit, low-value content across social media as creators scramble to get more content out,” said our analyst Jasmine Enberg. Enberg predicts smaller creators will shift strategies as they try to earn more from their content.
YouTube Shorts courts creators with new payment scheme: The video leader is aiming to remain competitive with TikTok’s pursuit of highly influential users.
Though Meta’s sheer size makes it a platform that advertisers can’t afford to ignore, the titan of advertising’s throne has never sat on shakier ground.