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The fact that people wanted an alternative to Twitter to some extent, and some of them moved over to Threads, and now they're unhappy with that experience, but Twitter isn't, it's not like they ran back to Twitter is necessarily flourishing.

Unlike Twitter and Instagram, there is no algorithm that dictates what content is served to users. No ad revenues. Rather, these platforms make money in other ways, which can include premium features or subscriptions. This was originally featured in the eMarketer Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

In Canada, TikTok will beat out both Snapchat and Twitter this year, becoming the country鈥檚 third-most used social platform. And just like in Latin America, Facebook and Twitter are losing users in Canada. Meta still accounts for nearly a quarter (23.8%) of digital ad spend in Canada, but that share is dropping as Facebook loses relevance among younger users.

Meanwhile, Facebook and X (formerly Twitter) will both lose millennial users this year. Use this chart:. Understand the generational breakdown of US social network users. Identify which generations are growing their presence on social media and which are declining. Justify social media marketing efforts toward millennials and Gen Zers. More like this:. Gen Zers are in charge on social media.

Our take: With TikTok and Twitter under fire and Meta and Snap having had a few weak earnings reports, Reddit has an opening. "Our platform is growing and appealing to people for reasons that are striking a chord right now, like privacy," said Mary Ann Belliveau, vice president of North America large customer sales. "Reddit has stayed true to [the idea that] privacy is core to our DNA.".

Designed as a competitor to Twitter (now X), Threads made headlines with its rapid adoption, securing 100 million users within a week of its July debut. This record-breaking growth, however, was short-lived. Similarweb data reveals a 70% drop in daily active users from its peak.

A reduced focus on security at Twitter exposed 200 million users鈥� email addresses leaked by hackers. Amazon鈥檚 and Alphabet鈥檚 aggressive expansion during the pandemic has now led to sudden contraction, with both companies distancing themselves from moonshot projects and broader consumer electronics ambitions.

Adult Gen Zers also overindex on Twitter, Reddit, and LinkedIn. Younger Gen Zers grew up on social video, but older Gen Zers are still drawn to text-based and conversational social platforms, in addition to platforms offering social video. Key Takeaway: Don鈥檛 think of Gen Z as a monolithic audience. Teens are more concentrated in a few favorite destinations, making it easier to catch their attention.

But more time is being spent on most platforms, with the exception of Facebook and X (formerly Twitter). 鈥淚 still log in multiple times a day to my social media accounts. And that鈥檚 true for Gen Z as well,鈥� said our analyst Debra Aho Williamson. 鈥淭hey鈥檙e still checking their feeds, watching Stories, exchanging DMs, and consuming short videos.鈥�.

Both Twitter and Snapchat are trying to get their subscription businesses off the ground, but they each have a long way to go before they see success. As users leave Twitter in droves, the social platform needs to figure out how to course correct before it can make up lost revenues via subscriptions.

Others that have made cuts include Amazon, Twitter, Meta, Lyft, and Stripe. Additionally, Apple, which has been on the firmest economic footing among Big Tech this year, announced a year-long hiring freeze in November, and Alphabet plans to cut 10,000 employees through a stricter performance review process.

OnlyFans posts record-breaking $6.63 billion in 2023 gross payments: Creator base grows 29%, but regulatory challenges loom.

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.

Just last year, many brands migrated away from X (formerly Twitter) after its owner changed key policies and posted comments that fail to align with companies鈥� reputations, per CNBC. Migrating to other platforms: Creators, marketers, and businesses relying on influencers will find new social media homes. But they won鈥檛 be the same without TikTok鈥檚 algorithm.

The data derived from successful email campaigns in email are also core to other profitable channels like remarketing鈥攊n email, social, or anywhere you can upload hashed email like Facebook, Instagram, Twitter, Google Ad Manager (via publisher-provided IDs), Amazon, LinkedIn, Taboola, LiveRamp, Criteo, AdRoll, etc.

X (formerly Twitter) already has X Premium, which offers perks but still contains ads. Bloomberg reports that CEO Linda Yaccarino told the platform's financial backers that it is testing three premium tiers that show less ads. YouTube Premium, which allows users to remove most ads, costs $13.99 per month in the US after a July price hike.

Further proof: Posts referencing "Bing" and "search" on Facebook, Twitter, Instagram, and TikTok are up 48% year over year; meanwhile, posts mentioning "Google" and "search" on those same platforms have decreased 71% month over month compared with last year, according to Comscore data.

The most trusted was Facebook at 48%, followed by 32% for Instagram, and 14% for X, known then as Twitter. Distrust of TikTok is significantly deeper than that for both Facebook and X. According to the Toronto Metropolitan University survey, half of consumers ages 16 and older had 鈥渓ow trust鈥� in TikTok to act in the best interest of the public.

The partnership between X (formerly known as Twitter) and Google demonstrates what happens to platforms struggling to attract sufficient advertisers. Some of these companies appear dominant in their respective markets.

Older Gen Zers use Facebook, LinkedIn, Reddit, and the former Twitter (now called X) more than teens. Teens have a higher preference for YouTube for viewing long videos. The big takeaway: The fact that Gen Z鈥檚 attention is divided for key social media activities spells potential opportunities for brands and the major social networks.

Job cuts at Twitter whittled its DEI team down to just two people from 30. Our take: Cutting resources and investments tied to DEI sends a message that diversity and inclusion are not corporate necessities, which is a bad look. Brands run the risk of hurting their ability to attract and keep diverse talent.

It鈥檚 not just Substack that鈥檚 struggling: Meta and Twitter both canned their newsletter projects recently to cut costs. But LinkedIn鈥檚 content has been able to succeed due to its integration with the platform鈥檚 regular feed and engaged users. Rather than being created by LinkedIn or companies on the platform, any user can offer a newsletter.