B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Until Google rolls out generative search to all users, most consumers won’t adopt the technology. That means AI isn’t driving search ad spending—yet.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

As inflation eases across Europe in 2024, retail, media, and marketing firms will turn their attention to regulatory headwinds on the horizon.

51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.

Dramatic shifts are in the works for 2024, as BaaS, social media players, genAI, and new digital wallets reshape the banking landscape. Our top trends explore what’s in store.

The average Temu user spent 18 minutes per day on the company’s app: That’s nearly double the 10 minutes they spent on Amazon’s app.

Creator content isn’t an experimental area for advertisers anymore. It’s an established, full-funnel channel that can deliver measurable results. Why is the channel so important right now?

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to. Brands should make sure they’re staying relevant and avoiding stale content, promoting individuality, and helping Gen Z be their best selves.

TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

Gen Z favors a range of product discovery methods, cost-conscious spending patterns, and flexible payment options. Here are three crucial insights and actionable strategies to help brands capture Gen Z’s attention—and dollars—this holiday season.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed “Add to Heart” will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

Over half (53%) of US adults ages 18 to 29 will use TikTok for holiday shopping this year, per ESW.