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Prediction: TikTok Won’t Be Banned In The US
Despite TikTok being that much closer to a ban, we stand by our prediction that TikTok will not get banned or divest in the US in 2025. Find out why.
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Measure Creator Marketing Partnerships With A Composite Set Of Metrics
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations. As such, marketers should avoid looking for one “silver bullet” metric to determine the success of their creator partnerships. Of course, adequately measuring creator programs is easier said than done given that creator relationships are often dispersed throughout the enterprise […]
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Influencers Are This Holiday Season’s “Gift Guides”
Creator gift guides will fuel shoppers this holiday season, helping to solidify social media as a critical commerce channel for marketers.
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Social Suites Mature With New AI Workflows And Expanded Use Cases
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
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Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
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No Clickbait Here — LinkedIn Is Clearly King Of B2B Social Media
Forrester’s 2024 B2B Brand And Communications Survey sheds light on marketing leaders' social preferences and strategies, including where the other major platforms fit in.
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Today’s TikTok Appeal Pressure-Tests The First Amendment
This morning, attorneys for TikTok appeared before the federal appeals court in Washington — challenging a law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. What’s at stake? TikTok’s 170 million US users and 7 million businesses that rely on the app. TikTok believes […]
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Two Bipartisan (Yet Controversial) Bills To Protect Children Online Pass The US Senate
In overwhelming (and very rare) bipartisan agreement, the United States Senate passed two bills that tackle children’s online safety: the Kids Online Safety Act (KOSA) and the Children and Teens’ Online Privacy Protection Act (COPPA 2.0). This is a big deal because the Senate hasn’t passed internet protections for kids in decades. But the two bills still […]
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Supreme Court Punts Flimsy Laws Limiting Social Media Content Moderation
Dismantling content moderation on social media platforms would have a host of negative consequences and change marketers' spending decisions.
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TikTok Users Are Split About TikTok Notes
As TikTok begins to roll out TikTok Notes, it faces more headwinds than tailwinds as it tries to take on Meta's Instagram. Get a detailed analysis in this post.
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Has Digital Advertising Reached Maturity In The US?
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. Find out why in this report preview.
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Florida’s New Law Restricting Social Media Use Will Be Tough To Enforce
Florida's social media HB3 bill (that restricts teen's social media use) was just signed into law. What happens now?
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TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
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Banning TikTok Creates A Meta Monopoly
Despite increased anti-trust Congressional measures, a ban on TikTok will hand a monopoly to Meta’s Reels.
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The US Senate Hearing To Protect Online Children: Alcohol Use Is “Age-Gated” — Why Isn’t Social Media?
Social media platforms are under fire for their failure to protect children against a wide range of issues, including mental health concerns and sexual exploitation. This will be the main topic at a January 31 US Senate hearing, where the CEOs from Meta, X, TikTok, Snap, and Discord will testify on what they’re doing — […]
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Very Human Takeaways From An AI Event
Learn key takeaways from the 2023 Berkeley Business Analytics & AI Summit, which had the theme of “Analytics, AI, and Society: Towards a Wiser World?”
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Musk’s Message Marks X’s Official Breakup With Big Brands
It’s not every day that a prominent business owner tells its revenue suppliers to “go f— [themselves],” but that’s exactly what Elon Musk said to X advertisers yesterday during The New York Times’ DealBook Summit — not once but three times (the latter instance using the acronym “GFY”). This came just shortly after Musk apologized […]
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How GenAI Is Impacting The Social Tech Landscape
Generative AI’s emergence triggered a landslide of interest and experimentation across sectors, including social media and content. Forrester’s Global AI Software Forecast, 2023 To 2030 supports this, as content marketing is the third-largest category for specialized genAI software spend. The rapid evolution of generative AI technology within the social tech landscape has sparked a race […]
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Advertisers Will Take The Bait And Test TikTok Shop This Holiday Season
TikTok Shop will be a key player this holiday season. Discover how advertisers can get the most out of the new social commerce player.
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TikTok Usage Plateaus Among US Gen Z Teens
The results of Forrester’s Youth Survey, 2023, are in. This annual survey examines consumer and online behaviors of US teens 12–17 years old. Weekly TikTok Usage Peaked In 2022 Yet Placed First With US Teens In 2023 Two years ago, we reported that weekly usage of TikTok had surpassed Instagram among US teens — with […]
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