5 charts for your 2024 TikTok strategy; Meta mulls ad-free tiers

Plus: A modest rebound for ecommerce [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis SEPTEMBER 5, 2023 | By Sara Lebow, Arielle Feger, Becky Schilling Kids are headed back to school in real life, so why not on Roblox as well? Walmart is investing in the virtual world through its [Supercampus game]( on Roblox. The puzzles sound fun—as long as there’s no homework. Was this email forwarded to you? Sign up [here](. TOP STORY [5 charts to help you craft your 2024 TikTok strategy]( Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy. [5 charts to help you craft your 2024 TikTok marketing and commerce strategies]( [Keep reading]( NEWS AND VIEWS [Meta’s potential ad-free platforms in EU could transform digital landscape]( Our view: Meta is reportedly considering subscription-based versions of Facebook and Instagram in the EU. The move would be a huge change for advertisers, who could lose their potential audience. But that’s only if there’s a critical mass of people willing to pay for ad-free Facebook and Instagram. [YouTube adds Shorts links, limits links elsewhere]( Our view: Shorts can link back to other videos, and metrics for link clicks are on their way. But YouTube’s investment in Shorts has [some employees worried]( the platform’s short-form content is cannibalizing its long-form videos. [How Google’s AI search will impact your traffic]( Our view: Google hasn’t announced plans for Search Generative Experience (SGE) to go live, but advertisers and publishers alike need to be aware of how SGE could impact their traffic. BY THE NUMBERS [There will be a modest rebound for ecommerce and a gentle slowdown for total retail worldwide]( - Ecommerce will see two years of acceleration. In 2022, ecommerce sales worldwide increased by 6.5%, the slowest pace since our tracking began in 2011. The high-single-digit growth rates projected for the next several years represent a nice rebound, but still pale in comparison with the 20% or higher annual growth seen throughout most of the previous decade. - Total retail is set for a return to normalcy. Overall retail is in good shape for now, but a decline in growth is inevitable. The outlook for retail sales worldwide is a little better than we anticipated it would be, so we have shifted our 2023 growth projection from 3.9% to 5.5%. [Dive deeper]( THINGS TO KNOW 🪦 [Social media is dead]( 🎙️ [Spotify’s $1 billion podcast bet turns into a serial drama]( 🕶️ [How Aerie keeps its creators real in a world of filters]( ⚖️ [The landscape of personalized advertising: Efficiency versus privacy]( PODCAST [Behind the Numbers: The Daily]( Microsoft’s quest to acquire Activision Blizzard, social media algorithms in the EU, and more Google privacy problems. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [Listen in]( THE BIG QUESTION Apple of my eye: Which show joined “Ted Lasso” as the only Apple TV+ series to make Nielsen’s top streaming rankings? A) Shrinking B) Hijack C) The Morning Show D) The Crowded Room [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]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](