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Among smaller players, LinkedIn and Reddit will see healthy ad spend, while Twitter and Snap are in trouble. The big players: The Google-Meta duopoly accounts for less than 50% of the US digital ad market as of last year. 鈥淯nless something changes at Meta with their model, it鈥檚 entirely likely Amazon will eventually catch them and we鈥檒l have a true triopoly,鈥� said Cramer-Flood.

It鈥檚 still behind Facebook and Instagram, but massive growth means its revenues this year will be double those of Twitter and Snapchat combined. It鈥檚 also approaching YouTube鈥檚 revenues. The ad proposition is complex. Given that TikTok is somewhere between a social network and a digital video pure play, TikTok ad strategies need careful consideration.

Many financial apps, including Klarna, Revolut, PayPal, and a few others (e.g., X, the platform formerly known as Twitter), hope to become super apps. If they succeed in establishing full-service financial portals, consumers will likely spend more time in them, monitoring finances or even shopping marketplaces.

Threads, its newest product intended to take on Twitter/X Corp, has yet to launch in the EU. While the service garnered millions of initial sign-ups, it鈥檚 faced a steep engagement drop-off.

Social media: Platforms like Facebook, Twitter, and YouTube reveal valuable information on users鈥� interests and preferences. Studying different demographic groups on these platforms can help FIs create targeted advertisements for these groups based on what they鈥檙e consuming. FIs can also use social media platforms to connect and engage with customers and prospects.

It鈥檚 the same with Twitter, Facebook, and Snapchat. AI can help make small changes, like size and formatting, or even adjust captions to sound more 鈥淚nstagram-y鈥� (geared toward Instagram鈥檚 core audience of millennials) versus 鈥淭ikTok-y鈥� (aimed at Gen Z, TikTok鈥檚 biggest user base).

In spring 2023, spoofed social media accounts and misinformation posts by bots on Reddit and X (formerly Twitter) contributed to the collapse of First Republic Bank by causing catastrophic deposit runs. There have also been reports of scammers impersonating banks on WhatsApp to defraud customers.

And Instagram鈥檚 user base is still larger than those of Twitter, Reddit, and Tumblr combined. Though size isn鈥檛 everything in social media, Meta has played an enormous role in social surpassing linear TV. Our Take: Marketers clinging to TV should shift their attention to social. While time spent watching linear TV is still well ahead of time spent with social networks, TV time is falling, not growing.

Instagram (26.5%), TikTok (15.7%), and Twitter (13.2%) are used much less frequently. They trust doctors the most on social media. Gen Xers (47.6%), more than any other generation, trust physicians鈥� comments or posts on social media, our survey revealed. Just 5.5% of consumers in this age cohort trust influencers鈥� healthcare-related social media posts.

Users are spending less time with Facebook and Twitter or they鈥檙e abandoning the sites completely, according to our forecast. Meanwhile, Snapchat鈥檚 and Instagram鈥檚 time spent figures are essentially stagnant. Younger users in particular are moving away from social networking and toward social entertainment.

Close to 30% of nearly 4,500 professionals from companies like Google, Amazon, Meta, Twitter, Bank of America, and JPMorgan have said they鈥檙e using ChatGPT or another AI program in their work, according to a Fishbowl survey, per Mint. A slew of startups are getting VC funding: Scenario landed $6 million for a generative AI gaming asset creator that can avoid copyright violations.

Social media and digital marketing are primary drivers of the rise of D2C ecommerce, as D2C brands use social media platforms like Facebook, Instagram, TikTok, and Twitter to engage directly with their target audience and cultivate a loyal customer base. Influencer marketing is another effective strategy for promoting products and raising brand awareness.

Even X (formerly Twitter) attempted to roll out revenue sharing鈥攖hough it quickly ran into issues and sent money to controversial figures. Our take: For creators, the decision of which platform to prioritize has three primary issues to consider鈥攖he size of payouts, transparency, and audience size.

The hashtag #ChauNetflix (鈥淏yeNetflix鈥� in English) trended on Twitter not long after. Netflix sunset the feature in October after considering customers鈥� feedback. Netflix鈥檚 policy changes didn鈥檛 stymie subscriber growth in Latin America. 

鈥淲丑别苍 Twitter, Amazon, and others started streaming live sports, it was generally in conjunction with existing broadcasters. Nobody was relying on it to carry all the viewership.鈥�. A new playbook: According to our analyst Max Willens, these types of deals are becoming more common. 鈥淚 think you鈥檙e going to see it in about a year and a half when the NBA has to find a new TV partner,鈥� he said.

There's a slide that looks at Twitter slash X, and I think these issues have had more of an effect on the company's bottom line. Part of the reason for that, or maybe most of the reason, is that Twitter has been less essential.

A few Twitter users with large follower bases shared messages of panic in the banking system. The result was hysteria. The digital nature of banking today allows users to go online and withdraw their deposits at any time, which is exactly what customers did. This immediate access means bank runs occur quicker than ever, and banks have little to no warning.

Last summer, a user鈥檚 post on X (formerly Twitter) called attention to rising prices at McDonald鈥檚, igniting an online debate around the affordability of fast food and the general cost of dining out. Fewer people went out to eat in 2023, but those who did dine out spent more. Sales at food service and drinking places rose just over 11% in 2023, per US Census Bureau data.

For context, that鈥檚 on par with the number of daily active mobile app X (formerly Twitter) users in the US in February 2024, per Sensor Tower鈥攐r close to one-tenth of the population, based on the US Census Bureau鈥檚 latest figures. There is also a long tail of non-monetizing creators desperate to score their first brand deal. The creator middle class is feeling the pinch the most.

The embattled social media platform formerly known as Twitter emerged as a surprisingly strong platform for social attention, outperforming Instagram (28.9), Pinterest (23.7), TikTok (21.1), Snapchat (21.1), and others. X鈥檚 strong performance, despite its smaller size, suggests that it can be an effective platform for reaching specific audiences and demographics.

The political advertising landscape on social media is fraught with challenges, including concerns over AI-driven misinformation, varying policies on political ads across platforms, and instability in social networks like X (formerly Twitter), leading to cautious campaign strategies in this domain.

The database tracks more than 2,000 banks and credit unions globally that post in English on four social media platforms: Facebook, Instagram, YouTube, and X (formerly Twitter). Why it matters: Instagram has more than one million advertisers and 2.35 billion monthly active users, making it the fourth-largest social media platform, after Facebook, YouTube, and WhatsApp.

Walmart will also emerge as a more important player in the wider digital ad ecosystem by the end of 2024, moving ahead of Snap, Twitter, and Yahoo into the No. 8 position with 1.5% of total US digital ad spending. Walmart is well positioned for the future of digital advertising.

Twitter CEO Elon Musk, who recently spent tens of millions of dollars on a purchase of 10,000 GPUs for the platform, has pockets deep enough to quickly pivot into the generative AI business. Nvidia鈥檚 newly released H100 chip could ease the server shortage, but with its price likely significantly higher than the A100, it won鈥檛 level the generative AI playing field.