Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.

TikTok’s top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Black consumers are tech-savvy and eager to stay up to date on the latest digital and pop culture trends.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of June. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Becky Schilling and Sara Lebow will defend their list against vice president of content Suzy Davidkhanian and director of Briefings Jeremy Goldman, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

Here are five charts that size social network usage on a worldwide level by platform and by country and region.

We look at the social media trends that hold Gen Zers’ limited attention spans.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Asia-Pacific is key to TikTok’s growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

TikTok unveils new AI tools: The platform streamlines content creation with avatars and dubbing, highlighting new challenges like deepfakes and transparency in years to come.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

On today's podcast episode, we discuss how much people are actually searching on social media platforms versus looking elsewhere, what a TikTok ban could do to social search, and how AI-powered chatbots are changing how we look for things. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

Brands can no longer solely rely on the feed or Stories to capture users’ attention. Marketers are showing up in spaces where users are spending time and where running a traditional ad isn’t an option, like a post’s comments section or in group chats.

Paid social search offerings differ significantly from traditional search ads

Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.

The smartphone remains Gen Z’s favorite device, as it’s the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.

Gen Z and millennials shift to social media: Both cohorts prefer TikTok and Instagram over traditional search engines.