Gen Z is changing social media; Google’s newest challenger

Plus: Social commerce returns to basics, Twitter’s pivot from advertising Charts. News. Analysis DECEMBER 12, 2022 | By Sara Lebow, Arielle Feger, and Becky Schilling Christmas is less than two weeks away, leaving cats everywhere wondering: How many times can I knock over a tree in two short weeks? TOP STORY [2023 prediction: Gen Z is changing social media—and marketers should care]( Social media is changing, and Gen Z is behind it. While TikTok is still the preferred platform for US teens, emerging competitors like BeReal are catching up. Here are three reasons marketers should take these up-and-coming platforms seriously, one of which being Gen Z’s penchant for connecting in smaller, more intimate groups. [Keep reading]( ANALYSIS [Gmail creator predicts ChatGPT will disrupt Google Search within 2 years]( ChatGPT can converse and create in a way Google cannot. The user-friendly functionality of chatbots will likely alter how we search. We don’t expect ChatGPT to pose a threat to Google Search anytime soon, but Google will be keeping an eye on the tech—and on how it could disrupt Google’s ad business. [ChatGPT is an internet sensation, and former Googlers are sounding the alarm]( [Keep reading]( INDUSTRY VIEWS [Unlocking first-party data in a privacy-first world]( Fragmented data and disconnected data sets continue to complicate marketers’ ability to accurately target consumers. In this video, Ryan Engle, vice president, identity solutions at Neustar, a TransUnion company, shares how identity resolution and a complete customer view is vital for marketing success in today’s privacy-first environment.[Watch this sponsored video, contributed by Neustar, a TransUnion company]( [Unlocking First-Party Data in a Privacy-First World | Sponsored Content]( [Watch this sponsored video, contributed by Neustar, a TransUnion company]( THINGS TO KNOW [2023 prediction: Social commerce is on the precipice of a ‘return to basics’]( What are those basics? Ads, ads, and more (creative) ads. - The No. 2 biggest reason for US social media buyers to purchase is in response to seeing an ad, according to our data. - “Ads will be the primary driver of social shopping and sales,” said our analyst Jasmine Enberg. That’s in contrast to platform innovations, which haven’t really caught on because consumer behaviors can be difficult to change. [Social commerce is on the precipice of a ‘return to basics’ for advertising and a major shift for search]( [Keep reading]( NEWS AND VIEWS 📚 [Facebook considering text-based, Twitter-like app.]( So, sort of like Facebook was 10 years ago. 🎵 [Music labels crack down on unlicensed songs in brand social posts.]( Labels don’t want brands getting away with not paying licensing fees. 💃 [Amazon introduces TikTok-like content feed.]( The aptly-named “Inspire” could inspire people to buy, and to start and stay on Amazon rather than TikTok. 📺 [Disney+ launches ad-supported tier—and increases prices for ad-free one.]( Raising prices could incentivize cheaper tier adoption, which would please advertisers. ❓ [Should brands address inflation in ads?]( Probably! Mentioning value and discounts resonates while budgets are tight. PODCAST [Behind the Numbers: The Daily]( Could Twitter collapse, will it pivot away from advertising, and are there any alternatives? Listen in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [“Behind the Numbers” is made possible by Tinuiti]( THE BIG QUESTION Recall: How much did we slash our 2023 digital advertising outlook? A) $3.5 billion B) $4 billion C) $4.5 billion D) $5 billion [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2022 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](