Influencer marketing in Canada is growing. It is driven, in larger part, by the expansion of social media advertising, a staple for most brand marketers.

“Most marketers want to be cutting-edge, and to be able to say that they’re exploring new technology,” Jack Johnston, associate director at Tinuiti, said about AI’s explosion into social media tools. “But our focus is not just being gimmicky and tapping into AI because it’s AI, but doing it because there’s a real business value and a positive impact that can come from it.”

On today's podcast episode, we discuss why TikTok might not actually be a social media platform, how much young people use it to search for things, and whether TikTok Shop is ruining TikTok. "In Other News," we talk about the battle between Threads and X (formerly Twitter), as well as whether Snap distancing itself from social media will work and start a trend. Tune in to the discussion with our analyst Jasmine Enberg and director of Briefings Jeremy Goldman.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Social media is an integral part of the digital lives of US consumers under age 18. What they see and how they behave on social also has real-world impact, which has resulted in increasing scrutiny from consumers and lawmakers.

TikTok often gets all the attention, with headlines trumpeting it as Gen Z’s new search engine. But the reality is more nuanced.

Some of Gen Z’s favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

TikTok’s ecommerce push could be driving down engagement: Users are steering clear of Shop posts as the platform struggles to clean up the marketplace experience.

On today's podcast episode, we discuss in what instances Gen Zers prefer TikTok over Instagram, Snapchat's relevance for young folks, and how much we anticipate young people will soon pull back from social media. Tune in to the discussion with our analyst Minda Smiley.

There are certain products that just seem perfect for going viral on social media. Some, like the mystery flavors of Coca-Cola Creations or Mustard Skittles, are made for consumers who will try anything once. While others, like the sneaker collab between Nike and Tiffany & Co. appeal to consumers who want to show off.

US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV—long a mainstay of political advertising—will hold its own.

If you’re trying to appeal to Gen Z, “hire Gen Zers,” said Jennifer Quigley-Jones, CEO and founder of influencer marketing agency Digital Voices. Whether making social media content for brand-owned accounts or working with influencers, marketers that want to sell to Gen Z need to work with Gen Zers.

It’s an election year in the US, one where we’ll see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024’s version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.

Gen Z is redefining search. Platforms like TikTok and YouTube are encroaching on Google’s territory as Gen Zers use social networks to look up tutorials, trends, and more.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

Apple’s VR headset, the Apple Vision Pro, became available in the US on February 2. Almost immediately after, brands began announcing immersive experiences that would be available for download on the headset.

Social media’s relationship with news and politics is getting even more complicated in the age of AI. Brands and the platforms will face big risks and challenges as mis- and disinformation proliferate this election year.

The best ad practices for Facebook, Snapchat, or even Instagram Reels won’t convert to TikTok, which has its own ad creation tools, bidding process, and attribution metrics. We’ve analyzed TikTok’s new Web Auction Best Practices Guide and pulled out the most important advice for advertisers.

Last December, TikTok user Lukas Battle posted a video proclaiming that 2024 is all about loud budgeting, which encourages consumers to open up about how they spend their money and take pride in saying no to unnecessary purchases.

Shoppers are relying on their smartphones more, as enhancements in mobile payments, social media checkout, and retailer apps make purchases easier than ever. This year, US shoppers will spend $558.29 billion on their mobile devices, accounting for 44.6% of overall ecommerce sales, according to our November 2023 forecast. We delve into the consumer embrace of mcommerce, unpacking three key drivers.