Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

Turbulence in trade relations is changing how China’s ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

Snap earnings paint a grim picture for 2025: While revenues were up, the company pulled its guidance and lost 1 million users.

This is the first installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​​

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Gen Z will be the fastest-growing group of digital buyers in 2025. In addition, they’re more willing than previous generations to switch brands. So, brands and retailers should focus on enticing them while also retaining existing customers.

Pitching itself as a collaborator, Substack empowers major outlets like The New Republic and smaller creators to expand their reach.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

ByteDance restructures TikTok Shop’s US operations: The move reflects growing dissatisfaction with the unit’s performance, as well as a potential change in strategy as uncertainty threatens growth.

Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.

Australia will exempt YouTube from its under-16 social media ban: The promise is receiving backlash from Meta and TikTok, and will require brands to adapt.

Despite mental health concerns and corporate distrust, teens still find value in social platforms—especially for connection, creativity, and emotional support.

Updates to YouTube’s “Inspiration” tab: The changes will allow videos to be transferred from TikTok are part of YouTube’s push to secure marketing dollars.

YouTube shows virtual influencers are gaining traction: While the technology promises innovation, not all consumers are buying in.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

Barnes & Noble is expanding its footprint: Riding a wave of strong sales—and buoyed by the #BookTok phenomenon—the bookseller expects to open more than 60 new stores this year.

On today’s podcast episode, we discuss why the Trump administration extended TikTok’s sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

Omnicom expands Creo into a global brand: The agency will unify creator strategy across markets, blending AI tools, media partnerships, and performance goals.

Social media plays a major role in product discovery, with 51% of global consumers discovering a new brand or product on social media in the last six months, per November 2024 data from Capgemini. But convincing consumers to purchase on a social platform is more complicated. Here are three key ways brands can convert social media discovery into sales.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.