The United States military has used influencers such as @butterworthdasyrup to help boost recruitment numbers.

A Pew Research Center publication reports that most members of Gen Z use the app. That's significantly more than other age groups: 39% for those ages 30 to 49, 24% for those 50 to 64, and 10% for those 65 and older.

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

With viewership and attendance tanking from 2008 to 2018, NASCAR knew it needed better marketing to reach the next generation of fans, so it designed a new social media and content creation strategy. Using these new methods, it achieved 27% follower growth in three years.

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

Despite more and more Americans taking money from their retirement funds to cover expenses, many members of Gen Z are investing more in their retirement. Part of the reason for increased savings amongst this generation could be better-designed retirement plans.

Artists are increasingly using TikTok and other short form video platforms as a space to promote their music. One scholar notes this emphasis, and connect it to Taylor Swift's early use of social media to promote her own work and brand.

TikTok is now deeply integrated into American culture, thanks to the app’s powerful algorithm and focus on entertainment which have influenced popular trends and social media content consumption in the US. This immersive piece highlights TikTok’s role in helping shape everything from music to fashion and even politics in the US—while its connection to China has also drawn scrutiny and raised national security concerns.

The evolution of the internet in the early 2000s supercharged the creation and spread of memetic content. Now, highly tuned algorithms on platforms like TikTok and YouTube influence the language, phrasing, and content of creators, which shapes how we use language in the real world.

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

What began as a way to share 140-character updates quickly grew into a vital platform for activism, politics, and pop culture. Hashtags, trending topics, and retweets—now common across the internet—originated on the platform.

Listen to this three-minute podcast to learn more about the American Psychological Association's recommendations for teenagers' use of social media. The first report of its kind, it advises parents to closely monitor teens' social feeds during early adolescence, continually screen for signs of problematic use (such as sleep interference), minimize the amount of dangerous content their child is exposed to (such as disordered eating), and limit their teen's use of social media around appearance-related content.

Like most platforms, content is driven by a small number of active users—in TikTok's case, 25% of accounts are responsible for an estimated 98% of content posted.

Trump used platforms like Twitter (now X) to bypass traditional media, announce policy, and confront opponents directly. His online presence reshaped political messaging, blurred the line between official and personal communication, and transformed how presidents engage the public.

For years, Facebook has been accused of taking a too-light approach to content moderation. While it's made strides in recent years, problematic content continues to thrive on the company's platforms.

A joint investigation by The Examiner and The Washington Post found that food, beverage, and supplement corporations and groups have paid registered dietitians on social media to promote content that goes against decades of scientific evidence on...

The world’s biggest boyband went on hiatus in 2022, leaving millions of fans—fittingly known as the BTS ARMY—waiting hungrily for their return. South Korean law states that all young, able-bodied men between 18 and 28 must serve between 18 to 21 months in the military. A revision was made to the law in reaction to BTS’s success in 2020, stating that K-pop stars or entertainers could postpone their military service until they turn 30.

Since 2018, the short-form, video-sharing app TikTok has gone from launching in the US to becoming a habit-forming cultural force that’s signed up more than half of the country's population as users.

Armed with marketing insight and leaflets, these US soldiers tried to use propaganda to get the Viet Cong and North Vietnamese military to abandon their weapons and leave the war. But what’s more effective than a leaflet’s promise of a decent cup of coffee amid bombing? Ghostly threats from the great beyond. Learn more about weaponized superstition in this 42-minute podcast episode.

TikTok is such a cultural force, it’s now a platform for turning ordinary users into stars. This "Planet Money" podcast episode performs a deep dive into how Tai Verdes went from working a day job and dreaming of becoming a successful musician to using TikTok to gain a following.

Centered around user-generated short videos, the platform was created by the Chinese technology company ByteDance Ltd. With over 1.8 billion users, the app has become a global force.

Thirteen-year-old Evelyn started posting get-ready-with-me style videos the summer before she entered 7th grade. Pull back the curtain on how she rose to internet fame through cutting observations of her peers at school, and how platforms like TikTok have responded to those under 13 joining the creator economy.

A 2025 Washington Post study found that 75% of the TikTok users it studied nearly doubled their time spent on the app within a month. Experts in design and psychiatry say this is due to the app's interface and algorithm, which, after learning about the user's preferences, recommend videos more likely to activate that person's dopamine reward system than non-personalized suggestions.

While the silent generation and baby boomers have become less likely to identify as political independents as they have aged, generation X and millennials are maintaining high levels of independent identification.

The program generates $800M a year not because the cookies are exceptional, but because the salesforce makes refusal feel like a moral failure.

Unlike Millennials, who grew up during the Great Recession in 2008, Gen Z has a higher risk appetite and has grown up with more gamified spending platforms, like online gambling and prediction markets. Analysts say Gen Z's risk appetite makes them prime targets for credit card companies like American Express that can sell younger customers on large benefits in exchange for annual fees.