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While Facebook and Twitter are struggling with user and brand trust, double down on innovation investments in new platforms.

Despite this drop-off, Threads could pose a significant threat to Twitter as the app matures and adds features like hashtags and topical search. Even in its early days, Threads seems to have lured some engagement from Twitter, with a 5% decrease in Twitter's web traffic during Threads' initial peak activity period, per Similarweb.

For instance, according to a JAMA Network Open study published this year, content that contradicted CDC guidelines for COVID-19 prevention and treatment showed up on X (formerly known as Twitter), Facebook, Instagram, Parler, and YouTube, among others. Posts unrelated to health matters can also have serious health-related outcomes.

Discord has benefited of late from the turmoil surrounding Elon Musk鈥檚 Twitter acquisition and the dismantling of its gaming team. A not-insignificant number of Twitter users are putting their Discord handles on their profiles as they say farewell to checking Twitter.

Subscriptions will be a temporary dalliance for Twitter and Snapchat. Twitter won鈥檛 become a super app in 2023. It will have to fend off ad revenue and user losses before integrating more services into the app. BeReal will embrace ads by year-end. Ads Drive the Social Commerce Shopping Cart Forward. Shoppable ads are the key to success.

But Gen Z will take the lead on Disney+, YouTube, Instagram, and X (formerly Twitter). Executive Summary. Gen Z adds AI to its digital arsenal. Gen Z鈥檚 lifelong immersion in technology鈥攃oupled with pandemic-induced confinement鈥攈as solidified their reliance on digital social spaces.

After a botched update, Sonos is restoring functionality and extending warranties, underscoring the risks of rushing rollouts.

YouTube, LinkedIn, and X (formerly known as Twitter) discontinued their Stories offerings, showing the format doesn鈥檛 necessarily translate across platforms. Instagram Stories remain popular among marketers for being one of the platform's most monetizable assets. Per our forecasts, the feature is expected to bring in $13.01 billion globally this year鈥攁lmost a quarter of Instagram鈥檚 total ad revenues.

X, formerly known as Twitter, is struggling to stay relevant, but that doesn鈥檛 mean text-based communication is passe. The initial download success of Meta鈥檚 Threads app demonstrates that social users are still interested. These formats could take a larger share of time and divert some attention away from video. Users still value social media for connecting with friends and family.

CEOs鈥� politics impact their brands: Hastings鈥� endorsement triggers Netflix boycott, drawing parallels with Musk's controversies impacting Tesla and X.

The news: X (formerly Twitter) plans to launch peer-to-peer (P2P) payments as part of the company鈥檚 plans for 2024, per a company blog post. How we got here: The idea of turning Twitter into a super app with payments capabilities began before Elon Musk even finalized his purchase of the social media platform. X has been acquiring state payments licenses.

X (formerly Twitter) is testing the limits of advertisers鈥� patience. Owner Elon Musk鈥檚 onstage f-bomb is the most explicit piece of evidence that he may be trying to shift X away from any reliance on advertising at all. The US social ad spending market has steadied itself. We now expect that the US social ad spend market has returned to double-digit growth.

The rationale: Coming just four months after Musk鈥檚 acquisition of Twitter, the partnership with eToro augments Twitter鈥檚 ability to share information and discussions about investing鈥攃ontributing to the purported goal of making Twitter a hub for information and engagement.

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.

The most extreme example of ad quality declining is on Twitter. After Elon Musk鈥檚 takeover in 2022, advertisers fled the platform rapidly. According to The Wall Street Journal, Twitter ad revenues tanked 40% in December. The result is visible to anyone using Twitter. Ads for major brands have often been replaced with ones for baffling, infomercial-like products and other questionable companies.

Highly specific prediction: Elon Musk will step down as CEO of Twitter. Whether because a Twitter poll told him to or it was always his plan, Musk will relinquish the chief executive position at Twitter this year. That doesn鈥檛 mean he鈥檒l wash his hands of Twitter altogether. 鈥淗e鈥檚 facing a lot of pressure to take a step back,鈥� said Enberg.

Our take: If TikTok can continue to keep its CPM prices low, allowing advertisers to reach more consumers (not to mention deliver high levels of engagement in the process) more ad spending will continue to shift away from companies like Meta, Snap, and Twitter鈥攁nd toward TikTok.