Previously, we didn’t expect video to hit the 50% milestone until after 2024. With advertisers preserving more of their social video budgets during the downturn, this trend was accelerated.

TikTok is competing with just about everyone, according to our analyst Jasmine Enberg. Its lower costs per thousand are helping it pull ad share away from platforms like Meta, while its appeal to Gen Z consumers is pulling search dollars away from Google and Amazon. But it can play nice too, a strategy the platform has had to adopt in Washington to avoid a total US ban.

After surviving Q4, Meta tries to refocus its business: An emphasis on efficiency all but ensures more cuts will come in 2023.

On today's episode, we discuss why TikTok isn't as algorithmically driven as we once thought, the significance of its less expensive ad rates, and the likelihood of a US ban. "In Other News," we talk about Americans' brand engagement on social platforms and some upcoming milestones for social media in 2023. Tune in to the discussion with our analyst Jasmine Enberg.

The number of social network users in Europe is still growing. But the relative strength of major platforms is shifting, as Facebook continues to lose market share. Instagram and Snapchat will be the biggest winners in 2023.

Discovery—not influencers—is what separates TikTok and Amazon’s ecommerce businesses: The retail giant is trying to replicate TikTok’s success via its “Inspire” video feed.

TikTok’s magic is no longer in its mystery. The illusion of TikTok content being personalized for users through an all-powerful algorithm is fading. Two weeks ago, Forbes reported TikTok’s use of a secret “heating” tool. But TikTok’s heating controversy doesn’t mean marketers should immediately retreat to Instagram Reels. Rather, they should think of TikTok and Reels as two different tools.

The social media landscape is shifting. Economic challenges, new competition, and governmental scrutiny are pushing the major global platforms in different directions.

The UK is seeing stagnant social network user growth. But while reach remains huge, marketers should look at how their target markets are spread across platforms because this is where the real change is happening.

Nearly 80% of the world’s internet users are on social media. This landscape is still dominated by Meta in most markets, but use and ad spend is shifting away from Facebook and toward TikTok. Here are five charts capturing the worldwide state of social.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

TikTok steps up its PR in the US capital: It’s hard for a Chinese company to make friends on the Hill, but it won’t be for lack of trying.

Facebook and YouTube will still be the top US social media platforms for buying ads or monetizing content this year, though their dominance is eroding, according to October 2022 polling by Integral Ad Science.

Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.

It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.

TikTok bans in colleges go viral: The fallout from students and teachers could be indicative of wider pushback against banning the app.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.

Elon Musk’s reign over Twitter stirs chaos and user losses in Asia-Pacific. The region is propping up Facebook user growth that is flagging in most of the world. And TikTok is looming large among marketers as its popularity skyrockets.

It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.

TikTok broadens effort to call out state-controlled media: US, China among countries added to labeling program in bid for greater transparency.