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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.

Among ad platforms that focus on keeping users engaged, only Meta overindexes against time spent. Plenty of major ad publishers are more concerned with clicks than with time spent (e.g., Google search, Amazon), but social networks and digital video platforms need to keep users tuned in for as long as possible each day in order to thrive.

Meanwhile, I think Reddit could take a cash infusion generated by its IPO to fix its internal search engine, siphoning off even more searches from Google. Heavy users of social media, along with younger folks, will increase their use of social searches on platforms like TikTok, and consumers will keep heading to Amazon to start or finish their paths to purchase. Marcus Johnson:. Okay.

Reddit and Craigslist, which could in some ways maybe approximate the marketplace function, are plagued by combinations of anonymity, which I think adds a measure of uncertainty and kind of caution among users.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

There's a big exception of that though, which is Reddit. So Reddit Gold, which has been around for years now has essentially gone the other way and it's really more meant to giving the power users even more reasons to stay power users: they get kind of powerups and goodies that they can bestow on people, they can trick out their avatars and also no advertising.

Most genAI users will use it for work. The number of at-work users of genAI will grow even more quickly than the overall volume of users. In fact, the 45.1 million at-work users in 2023 represents 58.0% of genAI users, which will climb to 70.6% in 2025. The economic impact of genAI will be gigantic.

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.

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.

And they'll have to start Jasmine by turning around these user declines. Last year, Twitter had 59 million US users. We expect Twitter to lose 4 million users in America this year, 5 million more next year. So we've got to stem the bleeding there first. Your brand new report's called Twitter: Six Months After Musk. Is it a viable platform for brands and advertisers? What happens next?

Facebook鈥檚 Groups feature still appeals to Gen Z adults, 30.9% of whom named it their go-to for engaging in online communities, well ahead of second-place Reddit (15.2%). But only 17.0% of teens chose Facebook (and the same percentage chose Reddit or Instagram). Discord is the leader among teens, but only slightly, at 21.3%.

You have a lot of user information that you can leverage for advertising. If you have a large volume of users, you can entice a lot of companies to come on board and advertise on the platform. Jacob Bourne (09:38):. Yeah, it's very lucrative and I think it comes down to just the competition.

In her annual tech trend talk at SXSW, futurist Amy Webb outlined how wearables and headsets like the Apple Vision Pro will collect sensory data from users to develop 鈥渓arge action models鈥� as part of this next phase in AI鈥檚 evolution, with the ability to offer increasingly personalized services. Artificial general intelligence (AGI): There鈥檚 no single agreed-upon definition of AGI.

We predict Reddit will follow in these footsteps, aligning with a bigger walled garden next year. Watch the full webinar. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

For this one specifically, I think it's key to look at minutes across just users, just users of the media type or the platform. And for this it's social time. So the big headline really is for the first time ever, we expect a decline in time spent with social networks across just users of social networks. While it's only one minute, we've actually never tracked the decline before.

The second thing, which is probably, I buried the lead here because the second thing is huge, international users are the story for Snap. And they've been so for two and a half years now, 'cause if you look at the user side, Snap hit the ceiling for North America users back in the summer of 2022, if we can remember that far back.

They're also turning to Reddit in order to gauge whether a product is worth buying, because there are so many authentic consumer reviews on there that are speaking to how they use the product, how useful it was, comparing it to others. Honestly, the missing link there is just adding where to buy it, the link to buy it on Reddit. Marcus Johnson (15:25):.

Oh, I was just on Reddit. Marcus:. Okay. That's how it happens. All right, cool. That is a good one. I've got one for you. Jacob, don't be swayed, but I did invite you on the show. Denmark holds the Guinness World Record for the oldest continuous use of their national flag. Since 1625, they've been using the same flag. I went down a rabbit hole of flags because I'm cool.

This is Reddit again. This is the importance of Reddit again. Paola Flores-Marquez (16:59):. 1000%. Yes. Sara Lebow (17:01):. Wow. We sort of went a direction I wasn't expecting us to go, like leaning into word of mouth and Reddit, but I'm convinced those are very important for marketing to high-income consumers. Sky Canaves (17:12):. Sure.

Now Instagram, Snapchat, Reddit, and TikTok have rolled out ads in search results. Younger consumers are turning to those social search options. More than one-third (34%) of US millennials start online product searches on YouTube, while about a quarter do so on Facebook, Instagram, or TikTok, per a February 2023 Jungle Scout survey.

Reddit, Spotify, and Apple are also noteworthy. Aside from ad industry giants like TikTok, Amazon, and Instagram, several other names stand out. Reddit will end up with the third-fastest ad revenue growth globally, a well-timed result in a possible IPO year. Spotify will perform well as it tries to right the ship after mishandling various podcast investments.

(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/).

One thing they've got to do, which I've spoken to Jasmine about is stem the bleeding of the user declines. We are forecasting that they're going to lose users in the US and worldwide over the next couple of years. Ad revenue, we made a significant cut to our ad spending for Twitter as well. As I mentioned, there are a lot of other things people are doing in America, more so than using Twitter.

Across all generations, 41.1% of consumers on average turn to online communities like subreddits and Facebook groups to research bank products. Banks are fighting influencers for Gen Zers鈥� trust on social media. Gen Zers prefer content less swayed by interested parties. Banks鈥� social media content is equal in trustworthiness to that of influencers.

But a nationwide ban is a totally different beast, and platforms are not allowed to require users to prove their age by providing government issued identity documents for this. So legislators and regulators will be paying attention to whether the law holds up to any challenges and if it does, how exactly the platforms confirm the age of users.