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Retail鈥檚 resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

The clean room partnership Pinterest announced at CES 2023 stood out as one of the tech confab鈥檚 biggest headlines. What should advertisers look out for in 2023? Social media is鈥攊n its way鈥攎aturing. The form and style of content on social continue to evolve rapidly.

Pinterest and Twitch are already strong players in the influencer marketing landscape. And creators are now using a wide variety of other platforms鈥攕uch as shopping apps like LTK, chat apps like Discord, and subscription platforms like Substack鈥攖o connect with audiences, manage their communities, and monetize. Are audiences growing tired of creators?

We define social commerce as products or services ordered via social networks, such as Facebook, Instagram, Pinterest, TikTok, WeChat, Line, VK, and others, either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or through clicking links on the social network that lead to the retailer鈥檚 product page to complete the purchase.

As of May 2022, almost twice as many SMBs were advertising on TikTok as on Twitter, Pinterest, or Snapchat. Meta Faced a Turbulent 2022 but Isn鈥檛 Dethroned as Europe鈥檚 Top Social Ad Platform. While Meta took the lion鈥檚 share of social ad spending in Europe in 2022, both Facebook and Instagram lost users across the region.

We define 鈥渟ocial commerce鈥� as products or services ordered via social networks, such as Facebook, Instagram, Pinterest, TikTok, WeChat, Line, VK, and others, either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or through clicking links on the social network that lead to the retailer鈥檚 product page to complete the purchase.

It鈥檚 easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.

Close to half of them are on YouTube and Facebook, but then you go down to one third who are on Netflix, and then it's a real sharp drop to fourth place, Pinterest and Instagram basically tied. Less than one in five Boomers on these platforms. (21:13):.

We define social commerce as products or services ordered via social networks, such as Facebook, Instagram, Pinterest, TikTok, WeChat, Line, VK, and others, either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or through clicking links on the social network that lead to the retailer鈥檚 product page to complete the purchase.

We define 鈥渟ocial commerce鈥� as products or services ordered via social networks (e.g., Facebook, Instagram, Pinterest, TikTok, WeChat, Line, VK) either by buying directly on the social platform, such as via Instagram Checkout or WeChat Mini Programs, or by clicking links on the social network that lead to the retailer鈥檚 product page to complete the purchase.

Some of which, like TikTok or Pinterest, don't actually allow political ads. Bill Fisher (01:41):. How easy is it to regulate campaigning on these platforms? Paul Briggs (01:45):. And I think you're asking people who don't necessarily understand the technology and its capabilities and for good and for bad to really try to regulate it in a meaningful way that's not unfair to the platforms.

Nine is Pinterest for data clean removes, and 10 went to Rent the Runway for its new CMO and marketing approach. Now it's time for our second half where Suzy and Zak get to tell us where we went, blah blah. Each of them will have a chance to move a brand up or down on our rankings list and to add a new company entirely. So Suzy, make a move. Suzy Davidkhanian:.

But what we need to see is, if they're going to be successful when others have failed, like Instagram, Pinterest tried to do the same thing and they lacked brand adoption, because brands want to control that customer experience. They don't want to hand it over to a Pinterest or TikTok. So, we need to see.

I would finish off by saying even on the publisher's side from Alphabet, Meta, even Pinterest and Snap, I mean they've all mentioned Travel as big revenue drivers for them. I know Alphabet launched a new performance Max for Travel goals, sort of ad product for travel companies. And I think Travel...