QVC partners with TikTok as time runs out on second ban deadline: The retailer’s bet on the platform reflects both the growing importance of social commerce as well as confidence in TikTok’s future.

On today’s podcast episode, we discuss how to increase basket size, how to break out of category while staying true to brand identity, and how to respond to TikTok trends without seeming like a brand responding to a TikTok trend. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President and Principal Analyst Suzy Davidkhanian and the CMO of True Religion Brand Jeans Kristen D’Arcy.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Social and streaming platforms now drive Gen Z’s content choices as algorithmic recs eclipse word of mouth for viewing choices.

K-beauty demand is soaring: South Korea outpaced France as the top source of US cosmetics imports in 2024.

Nearly five years since hundreds of Chinese apps were banned from India’s app stores, some can be found in the country’s Apple Store and Google Play once again. Will this open the door for other previously banned Chinese apps?

As feature parity becomes strategy, Meta chases engagement and relevance.

Positivity pays on Pinterest: A new study determined that platforms deemed “positive” can significantly boost ad performance.

Efforts to keep TikTok in the US grow, but confidence is low: While Democratic senators and Trump float ideas to extend the April deadline, key players are stepping back.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.

Ad revenues outlook declining amid economic uncertainty: The latest Magna ad sales forecast indicates several factors are at play in the downturn.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches. "Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

TikTok videos over 60 seconds perform best, study finds: The shift requires advertisers to rethink their short-form video strategy to meet consumers where they are.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

Influencers are advising people to take their money from banks and deposit it with a credit union.

On today’s podcast episode, we discuss how virality is being redefined, how the word “Creator” is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.

Substack vies for video content: While video use on the platform is growing, Substack has a long way to go—and risks alienating its core base.