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The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth鈥攊ndicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn鈥檛 discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

Thriving revenues suggest strong interest and engagement. However, it鈥檚 important to diversify social presence and develop portable content strategies given the app鈥檚 uncertain future in a core market. Maintaining active profiles on alternative platforms like Instagram Reels and YouTube Shorts could offset the damage caused by an eventual ban.

It helps create tailored content鈥攕uch as blogs, social media posts, and ad copy鈥攖hat boosts engagement. In a May 2024 Boston Consulting Group survey, CMOs worldwide identified content creation, social media, and ads as top budget priorities for genAI use. Data is key for optimizing ROI. Data is the foundation.

This year鈥檚 programming focuses on the individual value that creators contribute to a brand campaign, through both audience engagement and creative skill. And Cannes' Social and Creator Lions awards added five subcategories:. Creator Collaboration. Creator-Led Content Strategy. Community Building. Cross-Platform Storytelling. Excellence in Craft.

Zooming out: The company recently announced it was bringing global ads to its newest social media platform, and introduced a string of updates designed to increase engagement and attract a wider audience. Threads is sharpening its web tools, including updates to its custom feeds and the ability to convert posts into images for sharing, to boost engagement.

Spotify has attempted to capitalize on that move by adding podcast comments to boost engagement. It also removed hosting requirements for video podcasters to better position the platform to compete with YouTube and TikTok for independent creators. Our take: This feature reflects the increasing importance of social media in music discovery and promotion.

Unlike 鈥渢raditional鈥� social platforms, Cohen said, LinkedIn prioritizes economic opportunity over engagement, which shapes its long-term approach to innovation. Cohen identified LinkedIn鈥檚 biggest challenge as making its tools more accessible and helping professionals understand how to use them effectively.

If someone has 20,000 followers but they're mostly engaged followers, they're probably a cheaper buy than someone with 15 million followers, and you might get the same sort of engagement. And also, I keep hearing brands talking about what kind of engagement they're getting on social.

While no marketing data can yet be compared for the FIFA Club World Cup, FIFA World Cup Qatar 2022 audience numbers are eye-popping:. 5 billion in total media engagement. 2.9 billion in linear TV. 2.7 billion in digital/streaming. 2.2 billion in social media.

For additional insights from PartnerCentric鈥檚 survey on the relationship between social media and shopping, please visit PartnerCentric.com.

YouTube鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent). But its identity as a leading social media platform, premium video provider, or audio streamer isn鈥檛 always entirely obvious.

Rising capital expenses for data centers and AI chips underscore Meta鈥檚 commitment to sustaining AI-driven engagement across social media and wearables. Infrastructure investments and demand risks. Amazon: Generative AI (genAI) demand helped drive 48.6% YoY growth in AWS鈥檚 operating income.