51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.

Dramatic shifts are in the works for 2024, as BaaS, social media players, genAI, and new digital wallets reshape the banking landscape. Our top trends explore what’s in store.

The average Temu user spent 18 minutes per day on the company’s app: That’s nearly double the 10 minutes they spent on Amazon’s app.

Creator content isn’t an experimental area for advertisers anymore. It’s an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they’re staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z’s attention—and dollars—this holiday season.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed “Add to Heart” will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

Over half (53%) of US adults ages 18 to 29 will use TikTok for holiday shopping this year, per ESW.

TikTok's marketing influence grows: The platform is becoming pivotal in holiday campaigns and consumer engagement.

How does social media influence Gen Z’s customer journey?

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Following TikTok trends is vital for staying relevant when working with influencers, creating content on owned channels, or developing paid social ads. But trending content on the platform also reveals greater patterns of what works (and what doesn’t) with Gen Zers, 71.1% of whom will be on TikTok next year, according to our May 2023 forecast.

Despite Meta’s strong year, ByteDance is close behind: TikTok owner’s $29 billion in Q2 revenues rivals US giant, which lags far behind in growth.