Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.

2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, price comparisons drive online shopping, consumers consider their grocery necessities, and retail media proves its effectiveness to consumer packaged goods (CPG) brands.

With privacy and misinformation at risk, teens worry about tech companies’ failure to manage AI content and prioritize their safety.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

Short-form video offerings signal the platform’s push to become more than just a job-hunting site as it aims to compete for screen time with TikTok and Instagram.

Victoria’s Secret’s rebooted fashion show resonated with Gen Z: That, alongside the company’s efforts to expand and refresh its assortment, resulted in a solid holiday performance.

Meta brings ads to Threads: The move marks a strategic push to monetize the app and offer an alternative to TikTok and X.

Microsoft, Oracle, and billionaire investors are vying for a TikTok buyout, with ByteDance keeping a stake. The deal could reshape TikTok’s data security and advertising model.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

TikTok boosts awareness of apparel: Industry KPI data shows app’s dominance in reaching consumers and raising brand presence.

Amid economic uncertainty and trade concerns from abroad, Canada’s digital ecosystem is expected to remain strong, fueled by innovation from publishers, advertisers, and retailers.

The marketing funnel isn’t dead—it’s evolving. Today’s consumers rely on communities and authentic partnerships to guide decisions. To stay ahead, marketers must rethink measurement and focus on building lasting connections that drive advocacy and loyalty.

Nearly three-quarters of Gen Alphas (ages 1 to 12) are online. This means they will likely be more adept than their predecessors at navigating digital spaces and using tech.

X hopes video can reverse declines: A video tab is part of the company’s bet to attract users and advertisers.

Instagram is looking more and more like TikTok: The company is launching a video editing app, Edits, which is strikingly similar to TikTok’s CapCut.

Social platforms agreed to tighten moderation of hate speech in the EU while loosening rules in the US, risking an unpredictable content environment.

TikTok’s temporarily shut down sparked concerns over political influence. Advertisers and users face mounting uncertainty over the app’s future.

Not everyone gets news from creators and influencers. But alternative voices, especially podcasters, hold a lot of sway over key demographics, including Gen Z, men, and consumers who feel marginalized by mainstream media.