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The big takeaway: In order to become a true challenger to Meta or TikTok, Amazon would have to convince consumers to change their behavior and use the retailer as they would Pinterest or Instagram, as a more socially-oriented avenue for product and trend discovery. While that may be a long shot, Inspire could benefit Amazon鈥檚 growing ad business as another place for merchants to advertise.

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:.

The location is part of Wayfair鈥檚 brand refresh, which also included a star-studded ad campaign and a partnership with Pinterest to launch the first-ever 鈥淧颈苍迟别谤别蝉迟 Creator Tour.鈥�. The bottom line: Experimenting with brick-and-mortar is a smart play for smaller marketplaces who want to put their products in front of a larger audience.

Pinterest has an agreement with LiveRamp and Albertsons.鈥�. These partnerships enhance closed-loop measurement. Brands 鈥渨ant to understand if those ads not only drove great engagement and traffic, but also ultimately conversion,鈥� said Melanie Zimmermann, vice president and head of Macy鈥檚 Media Network.

Bill Ready, CEO of Pinterest, said social media is generally a 鈥渓ean back鈥� type of entertainment where consumers passively consume media. But with the rise of social commerce, the lines between entertainment and shopping are blurring. Pinterest, for example, has always been a platform consumers turn to for purchase inspiration.

Our analysts are also watching Pinterest and Amazon (another social media platform and retailer combo), as well as The Kroger Co. and The Walt Disney Co., said our analyst Max Willens. 鈥淚 think that the interplay between [connected TV] and retail media ad spending is going to be very complex, and I鈥檓 really, really fascinated to see how it shakes out.鈥�.

Amazon moves in: In addition to giving shoppers more opportunities to purchase with Amazon, the deals with Snap, Meta, and Pinterest give the retailer a chance to redefine its role in the ecommerce landscape.

So what's your take on this, on Pinterest expanding their shopping capabilities? Suzy Davidkhanian:. So I'm not surprised. We actually heard the president of Pinterest talking yesterday on the main stage, and they're really leaning in heavily in terms of this idea around being the digital mall.

Though Pinterest isn鈥檛 pursuing direct commerce as it claims users prefer purchasing directly from retailers, the social network is trying to make its entire platform more shoppable through ads. 3. Anticipate last-minute needs for customers picking up orders in-store.

Anthropologie and Pinterest鈥檚 collaboration, for example, built a Holiday Showhouse, a shoppable home for the public to preview design trends and connect with Pinterest creators. 鈥淸Partnerships] are a low-cost, low-stakes way of getting your brand in front of new audiences,鈥� he said. 鈥淵ou [can] also earn social media coverage.鈥�. 3. Deals that consumers actually want.

Social commerce: It has inked social commerce partnerships with almost every social platform, including TikTok, Facebook, Instagram, Snap, and Pinterest. Advertising: Shopify鈥檚 Audiences aims to help brands counteract the impact of Apple鈥檚 AppTrackingTransparency push by allowing them to pool customer data and upload it to Meta鈥檚 advertising platform.

Between the TikTok Shopping Center, Meta鈥檚 continued emphasis on Advantage+ Shopping Campaigns (ASC+), as well as platforms such as Snapchat and Pinterest reorienting their machine learning and AI systems to drive commerce outcomes, social networks continue to focus on lower-funnel ads.

Leverage shoppable media advertising formats on platforms like Pinterest, TikTok, Instagram, and Snapchat to expand brand reach and drive mobile sales. Drive app engagement with loyalty programs, exclusive offers, and user-focused features.

Why it matters: TikTok's first ad placement based on user searches should allow the app to make inroads into search marketers鈥� budgets鈥攁nd catch up to players like Instagram and Pinterest, who鈥檝e had this feature for awhile. US search ad spending will amount to $147.4 billion this year, per our forecast.

In 2021, the company owned just 3.9% of total US social media ad spending鈥攋ust above Pinterest at 3.2%. In the time since, it鈥檚 gotten worse. Its share shrunk to 3.6% in 2022, 2.5% this year, and will drop to just 1.8% by 2025, according to our forecast.

That鈥檚 compelled retailers to forge a number of partnerships: In 2023, Amazon struck deals with Meta and Pinterest that allowed its advertisers to target users of the two social companies鈥� services. And in 2024, Walmart Connect gave its advertisers the ability to use its custom audiences to target TikTok users with video and display ads. Read the full report, Paid Social Forecast Report H1 2024.

鈥淲e鈥檙e seeing across the entire ad industry [that] performance matters more than ever, and we鈥檙e winning on that front,鈥� Pinterest CEO Bill Ready said in an earnings call, 鈥淲e鈥檙e driving more performance to advertisers than ever before鈥� via partnerships with Google and Amazon.

That's why you see Pinterest woven into so many different retailers back to school initiatives, whether it's Urban Outfitters or Target or several others. Yeah, there you go. Because they are helping consumers conceive what it is that they need even if they don't actually need it. Sara Lebow (11:24):. Yeah. Sarah Marzano (11:25):.

Resnick said Pinterest trends data offers a great view into visual elements that are trending. For example, Shutterstock has seen a huge surge in searches for Barbie-themed images since Greta Gerwig鈥檚 movie started to trend. Internal search data: Monitoring this gives a unique view into what your customers are asking for. The common thread: Collaboration.

Pinterest brings shopping to Shuffles. The five categories where Amazon will increase its ecommerce sales share. Instacart, Klarna, Shopify deepen ties with ChatGPT. Yesterday鈥檚 Chart of the Day: Funnel vision.

Unlike younger generations, Gen X is more likely to use Pinterest (29.5%) than they are to use TikTok (21.8%), per our forecast. How to reach them:. Partner with Gen X influencers who will focus on Gen X priorities including family, career, and financial stability, per Captiv8. Demonstrate value. Half of Gen Xers said price is the most important factor when buying from a social media ad, per Captiv8.

Insider Intelligence surveyed 2,225 social media users in the US between May 20 and June 9, 2022, to gauge how perceptions of digital trustworthiness differ between nine of the largest social platforms: Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, Twitter, and YouTube.

While some platforms allow advertisers to avoid 鈥渘egative鈥� keywords, Pinterest is the only platform that enables keyword targeting akin to traditional search capabilities. Many performance advertisers have embraced paid search formats as built-in performance optimizers, but brand marketers have been more skeptical of cost tradeoffs, leading to slower adoption.