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Amazon announced a string of partnerships with social media platforms this year, including Pinterest and, most recently, Snap and Meta. Although the deals are structured differently, the latest round should help Amazon increase its reach with coveted younger consumers and create an aura of cool via must-have products, a la TikTok.

Pinterest met expectations for its Q2 earnings but clung onto growing Gen Z use as a salve for a lower Q3 forecast. Our take: Meta's strong financial performance and optimistic outlook suggest the company is effectively navigating challenges in the tech industry. Continued investment in AI and metaverse technologies demonstrates the company鈥檚 commitment to long-term growth and innovation.

This comes on the heels of digital advertising outperforming our forecasts at mid-year, with Google and Meta maintaining their dominance, though smaller platforms like Pinterest and Snap faced challenges. CTV and retail media also grew, with Roku and Walmart showing strong gains, though competition remains fierce.

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.

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.

It has a data clean room collaboration with Pinterest, which allows advertisers to target consumers via Pinterest ads using anonymized data.

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�.

So in this campaign, they also partnered with Pinterest, as you mentioned. PacSun already sells a lot on TikTok Shop, so I think they're looking for new places where Gen Z is active and Pinterest is one of those spots. So they're doing interactive store displays with Pinterest as well as having shoppable commerce on Pinterest.

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.

鈥淐onsumers might go to Pinterest or Meta for inspiration, then go to the store and maybe even come back out without buying anything,鈥� said Storms. Lowe鈥檚 is also enhancing its measurement capabilities, leveraging its customer data and insight into marketplace trends to advise advertisers on effective placements both on and off its channels.

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.

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.

Reddit鈥檚 revenues pale in comparison to 鈥渟econd-tier鈥� platforms like Pinterest ($854 million) and Snap ($1.23 billion), both of which gave revenue guidance for the current quarter that trailed expectations. Compared with those two companies鈥攁nd certainly sector leaders like Meta鈥擱eddit is a far less shoppable platform, giving it an unclear path toward revenue gains.

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.

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.

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.

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.

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:.