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But advertisers shouldn鈥檛 discount smaller platforms like Reddit, where Gen Z use is accelerating, or Pinterest, where the number of US Gen Z users will rival that of millennials by 2028, per our forecast. Though Gen Z鈥檚 VR use lingers behind any other form of media, activity is on the rise, and advertisers should keep a close eye on the tech as applications become more accessible. Use this chart:.

Reddit enhances advertiser experience with ads manager updates ahead of potential IPO. Netflix鈥檚 ad-supported tier reaches 1 million monthly active users. Yesterday鈥檚 Chart of the Day: Get a (clean) room. Methodology: Data is from the January 2023 CivicScience survey of 2,992 US adults ages 18+ during January 6-11, 2023.

Friction is growing between E-E-A-T criteria (which look for content from trustworthy and established sources) and SGE (which emphasizes experience and user perspectives from sources such as TikTok, Reddit, and Quora). Marketers plan to invest in AI tools. Many marketers are fully integrating AI tools into their strategies to generate content, perform content audits, and create structured data.

Platforms that emphasize interests and fandoms such as Discord, Reddit, and TikTok have seen a boost in usage in the past year, especially among Gen Z,鈥� said Williamson. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

But don鈥檛 be afraid to branch out to other channels where people review products, like Reddit. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Beyond our top five, niche platforms like Reddit and Pinterest and newbies like BeReal will lead to an even more disjointed social landscape in 2023 and beyond. BeReal gained more than 100,000 users (reaching 295,000) in Canada just between July and August 2022, according to Comscore Inc.

In spring 2023, spoofed social media accounts and misinformation posts by bots on Reddit and X (formerly Twitter) contributed to the collapse of First Republic Bank by causing catastrophic deposit runs. There have also been reports of scammers impersonating banks on WhatsApp to defraud customers.

The use of AI to replace content creators has resulted in a monumental backlash including the recent Hollywood writers strike, services like X and Reddit locking down API access, and The New York Times looking to sue OpenAI over copyright infringement. Regurgitating and repurposing content created by AI results in 鈥渕odel collapse,鈥� which quickly deteriorates the accuracy of future results.

And Instagram鈥檚 user base is still larger than those of Twitter, Reddit, and Tumblr combined. Though size isn鈥檛 everything in social media, Meta has played an enormous role in social surpassing linear TV. Our Take: Marketers clinging to TV should shift their attention to social. While time spent watching linear TV is still well ahead of time spent with social networks, TV time is falling, not growing.

A Reddit thread of customers bewildered by the cheap caffeinated drinks at Capital One鈥檚 cafe demonstrates all鈥檚 working according to the bank鈥檚 plan. The original poster notes, 鈥淚 do plan on making this my daily coffee spot, given the prices are even better than pre-inflation.鈥� The customer noted the 50% discount if cafe-goers use a Capital One card.

鈥淭hink of Zigazoo as TikTok meets Reddit, where everything is a video-reaction thread.鈥�. Monetization plans: Brands can currently get involved by hosting their own paid challenges and creating content for Zigazoo. Many of the upcoming monetization strategies Ringelstein pointed to are in line with what we predicted new social apps would take this year in our 2023 Social Media Trends to Watch report.

Reddit, they were saying small, but visits are growing. Worldwide, desktop and mobile visits to Reddit in May, in one month, grew 40, four zero, percent year on year to over 2 billion according to Similarweb whilst Google's visits fell two points. So Google fell two, Reddit grew 40. Now, Google does have 36 times the number of visits as Reddit, but that's incredible growth.

Expressing their displeasure, users have flooded the YouTube subreddit, one of the most populated pages on Reddit, with posts complaining about the ad blocking changes. General mood: Developments in 2023 have reemphasized the conflict between platforms鈥� need to increase revenues, advertisers鈥� need to get exposure, and users鈥� desire for a smooth viewing experience.

While platforms like Reddit are blocking ChatGPT from scraping their content, Google is still in the clear. Some TikTok searches trigger Google answers. Details on Google鈥檚 reported partnership with TikTok are sparse, but its potential benefit to Google is a no-brainer.

Online platforms like TikTok, Reddit, and Twitter not only provide the news itself, but they also have built-in spaces for conversation and make it easy to share stories. The positives outweigh the negatives.

(On Monday, June 19, principal analyst Jasmine Enberg will moderate a panel discussion with Reddit and Vidmob on 鈥淐ommunity-Based Creative & The Edge of AI Insights鈥� at Reddit鈥檚 headquarters. Register for the session here: https://vidmobxredditcannes2023.splashthat.com/).

鈥淢eta is really by far the largest part of [social鈥檚 ad growth], but not only that, we鈥檙e seeing growth for Snap, Reddit, and, of course, TikTok. Everyone wants to be getting their ads there,鈥� Newman said. Meta鈥檚 ad revenue growth will be in the double digits through the end of our forecast period in 2025, when it will near the $70 billion milestone.

鈥淚 guess it鈥檒l look a little bit like Reddit or the next iteration of that.鈥�. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

鈥淲omen鈥檚 soccer, in particular, I believed was tremendously under-resourced, under-marketed, undervalued, underappreciated, under-supported, the list goes on,鈥� Reddit co-founder Alexis Ohanian told Forbes. Ohanian is married to tennis star Serena Williams. The example: Snap got in on the Women鈥檚 World Cup hype this year with AR features that partnered with adidas, e.l.f. Cosmetics, and Samsung Galaxy.

Among smaller players, LinkedIn and Reddit will see healthy ad spend, while Twitter and Snap are in trouble. The big players: The Google-Meta duopoly accounts for less than 50% of the US digital ad market as of last year. 鈥淯nless something changes at Meta with their model, it鈥檚 entirely likely Amazon will eventually catch them and we鈥檒l have a true triopoly,鈥� said Cramer-Flood.

鈥淎nd even Reddit is launching [search] ads,鈥� allowing advertisers to select specific keywords with which to associate their brands, said Williamson. While social search advertising dollars aren鈥檛 large, Williamson believes momentum will grow. 3. How should marketers approach social search? Marketers shouldn鈥檛 abandon Google or Amazon anytime soon.

鈥淲e鈥檝e seen a lot of positive Reddit threads, which is always great to see,鈥� she said. 鈥淎nd we鈥檝e seen a lot of participation in the challenges. We鈥檙e definitely a little ahead in terms of our expectations for participation.鈥�. 4. Have something for everyone.

For Pinterest (down $31.5 million) and Reddit (down $40.9 million), the cuts are smaller but still impactful鈥�$40.9 million is nearly 10% of Reddit鈥檚 annual revenues. YoY growth will be slower for every platform except Meta.

Reddit will also perform respectably (6.2% growth)鈥攂ut given its low base, that figure will likely be considered a disappointment, particularly in a potential IPO year. To see the full forecast, click here. Traditional TV ad spending will be its lowest in a dozen years. TV advertising produced moderate growth in the post-shock rebound years of 2021 and 2022, but that story has dissipated.