Brands can’t run ads within DMs, but they’re getting close, and TikTok is experimenting with conversational ads.

Between navigating a TikTok ban that s been looming since 2020 and the unreliable nature of social media algorithms, brands and creators in influencer marketing are accustomed to diversification.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.

As social messaging takes off, marketers are trying to figure out how to show up within that context, whether through advertising, shareable posts, or customer service.

The UK joins the global crackdown on data: Regulators are set to designate platforms under a new law that imposes significant restrictions.

Latin America’s digital economy will undergo significant changes in 2025 as retail innovation and regulatory changes redefine business dynamics for global and local players alike.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

AI fueled election confusion: Social platforms struggled to remove deepfakes and AI-driven misinformation during a contentious election year, but investment in moderation may dwindle now

Social media dominates teen lives: Balancing screen time, mental health, and meaningful digital engagement becomes increasingly urgent for parents and educators.

The year of AI: Artificial intelligence invaded all aspects of life in 2024, from work to play and generation to generation. New genAI players appeared to take on megaliths like Google and Meta. It would be a copout to say that 2025 will bring more of the same, but we expect startups to begin taking more market share from Big Tech and challenging the status quo.

In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

As social media strengthens its grip on consumers’ digital lives in 2025, political polarization, regulation, and a desire for deeper personalization will shake up the landscape.

TikTok is driving social commerce sales and buyer growth: The platform’s popularity and influence with Gen Zers contributed to its 2024 successes. We look at how that could change in 2025.

Recent Supreme Court rulings could aid TikTok: The high court will rule on the platform’s ban months after it made strong statements about government interference with digital free speech.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

A US TikTok ban may happen in the near future, but brands that sell on TikTok Shop shouldn’t abandon it until they have to.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

A growing list of legal problems for large platforms: A Texas investigation is a reminder of the coming era of privacy regulation.