The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

Tariff uncertainty, billion-dollar merger and acquisition deals, and a jump in social commerce will create new dynamics in the payments industry in H2 2025. Burgeoning tech like agentic AI and stablecoins will further shake up the space.

The news: TikTok tweens and teens who make popular “Get ready with me” skincare routine videos may be harming their skin. The takeaway: Amid the closer social media scrutiny, skincare health brands should be clear about products that are not made for young skin. Social media teams need to be aware and proactive when interacting with tween and teen content creators.

Canada trails just one country—the US—in average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

The news: Google launched “Portraits” on Thursday, a new experiment that creates AI-generated versions of influencers that offer users notes and advice using the voice of the individual they’re based on. Described as “personalized AI coaching built alongside real experts,” Portraits is built in partnership with the AI celebrity’s real-life counterpart. Our take: Google’s experiment, while it may not connect with every audience member, could prove effective at increasing time spent with Google’s AI offerings, drawing attention away from competitors like Meta AI and potentially unlocking a new revenue stream if Google monetizes in the future.

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok’s new offerings are key to reassuring advertisers and creators that the platform’s influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Tools like Smart+ and Content Suite help brands find trending creator content, predict ad success, and target more precisely.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are—on mobile and with creators.

YouTube brings side-by-side ads to livestreams: The move could help convince creators and advertisers that YouTube is the go-to livestream choice.

Post analytics and custom button tracking signal LinkedIn’s push to compete with TikTok and Instagram for creator attention.

Facebook is projected to lose users in several major markets: Meta may need to lean more heavily on its other platforms to sustain growth.

Italy’s digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Meta's antitrust trial over Instagram and WhatsApp deals winds down: But the trial’s outcome could reshape tech M&A for years to come.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

US TikTok Shop employees prepare for layoffs: Tariffs and de minimis changes have pushed the platform’s ambitious commerce goal further out of reach.

Amazon’s retail media ad revenues will exceed $60 billion, per WARC: The change represents its steady growth despite broader economic setbacks.