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After all, it was advertisers that handsomely funded Facebook, Twitter, and Google, despite these companies鈥� heavy reliance on other people鈥檚 content, not to mention the societal problems created in the wake of their rise. If advertisers buy CTV inventory through device-makers like Roku and Fire TV, then generally about 30% of their ad dollars will be kept by the device companies.

鈥淎t the end of the day, brands are buying it to post about it on Instagram and Twitter, and ultimately they want others in Las Vegas to post about it and share it.鈥� The Sphere costs about $450,000 to advertise on, according to PR Week. But the viral payoff can be huge in organic social traffic.

Case study: X (formerly Twitter) has been at the center of brand safety conversations which came to a head last year after ads mistakenly ran alongside content related to child sexual abuse. The solution for some advertisers was cutting back on ad spend from a platform they deemed risky. These issues contribute to our projection that X鈥檚 2023 US ad revenues will fall by more than 50% YoY.

The fediverse includes Mastodon, the decentralized platform that got a lot of buzz when Elon Musk took over X, formerly known as Twitter. Why should you care? Fediverse platforms are ad-free, meaning they probably aren鈥檛 top of mind for advertisers. But if fediverse platforms were to take off, brands would no longer be beholden to big social media companies in the same way. 3. LinkedInfluencer.

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. 

The news: A joint investigation by STAT and The Markup organization found 49 of 50 direct-to-consumer (D2C) virtual care websites, from Cerebral to Workit, were sending consumers鈥� sensitive medical information to big tech and social media platforms. 13 of the 50 had at least one tracker that collected patients鈥� answers to medical intake questions, including trackers for Meta, Google, TikTok, Bin, Snap, Twitter

By the numbers: Bank rankings are based on total likes, views, and followers on Facebook, X (formerly known as Twitter), YouTube, and Instagram. Chase ranked 10th among 100 banks with 3.9 million Q2 2024 Facebook likes, 398,000 X followers, 239.9 million YouTube views, and 294,000 Instagram followers.

High score: In addition to offering rewards for shopping, flower delivery service Teleflora awards customers points for liking the company on Facebook, following it on Twitter, and referring friends. It also clearly outlines the points-to-dollars conversion, making it easy for customers to understand exactly how it works. This was originally featured in the Retail Daily newsletter.

鈥淭he digital cooler screens at Walgreens made me watch an ad before it allowed me to know which door held the frozen pizzas,鈥� said one person on Twitter. 鈥淍Walgreens NOBODY needs [a] TV screen replacing doors in your cooler aisles鈥�. Stop,鈥� said another.

The platform鈥檚 cost per thousand (CPM) from video advertising is almost half that of Instagram Reels, a third less than Twitter, and 62% less than Snapchat, per 2022 data from marketing agency VaynerMedia reported by the Financial Times. The view: Low costs are one reason TikTok has gained share of the digital ad pie, specifically at the expense of Meta.

X Business (formerly Twitter Business). Yahoo Finance.

TikTok will generate more US digital ad revenues than Twitter, Snapchat, and Reddit combined in 2023, per our estimates. And it will account for 2.5% of all US digital ad spending. In 2019, TikTok brought in less than $200 million in US ad revenues. Though its US ad revenues will grow only 36.0% in 2023, that鈥檚 faster than what we expect from any of its social competitors.

They also are prolific users of social media, favoring Snapchat, Twitter, and Pinterest more than the general population. 5. They are pretty evenly spread across demographics. While consumers ages 35 to 54 represent the largest share of Prime Day shoppers this year, the number of younger millennials (ages 25 to 34) grew the most.

The news: The European Union's new Digital Services Act (DSA) will compel companies like Google, Meta, and X (formerly Twitter) to follow stringent new rules governing content moderation, ad targeting, and risk analysis or face monumental fines as penalties. Who is affected? The EU鈥檚 DSA applies to 19 companies as "very large online platforms" (VLOP) with more than 45 million monthly users.

While influencer marketing isn鈥檛 recession-proof, 鈥渋t鈥檚 recession-resistant,鈥� said Ryan Detert, CEO of Influential, adding that Influential, which took over Twitter Beach, would show up in an even bigger way next year. More is to come on what the arrival of creators and influencer marketing to Cannes Lions means for the ad industry in next week鈥檚 Marketing and Advertising Briefing.

For Snapchat (revised down by $505.2 million), TikTok (down $649.0 million), and Twitter (down $991.0 million), the cuts are significant. For Pinterest (down $31.5 million) and Reddit (down $40.9 million), the cuts are smaller but still impactful鈥�$40.9 million is nearly 10% of Reddit鈥檚 annual revenues. YoY growth will be slower for every platform except Meta.

Twitter and Snapchat will drag down the numbers. Twitter鈥檚 well-documented travails under Elon Musk will result in a 28.6% contraction in ad revenues, while Snapchat (down 1.8%) will stagnate amid wider market doldrums and its failure to respond to increased competition. Facebook will also underperform the market, with essentially zero ad revenue growth.

Instagram comes in second, with users spending 33 minutes per day on the platform, followed by X (formerly Twitter) at 32 minutes per day. Like streaming, social media can be used to drive awareness, but it can also be used to push conversions with the addition of shoppable ads. But unlike streaming, each platform attracts different demographics for different reasons.

Online platforms like TikTok, Reddit, and Twitter not only provide the news itself, but they also have built-in spaces for conversation and make it easy to share stories. Gen Z views every social platform as having a purpose, whether it be to watch videos, view stories, or spark discussion.

Twitter is notably absent from the charts below. Given the uncertainty surrounding Twitter鈥檚 privatization, the Elon Musk drama, and the ongoing fiasco of Twitter鈥檚 relations with its own advertisers, projecting 2023 and 2024 is a shaky proposition. Our latest forecast estimates $4.67 billion in global ad revenues for Twitter in 2022, a 4.9% increase over 2021.

In another shocking move, NBCUniversal鈥檚 (NBCU鈥檚) longtime chairman of global advertising and partnerships, Linda Yaccarino, exited the company to join Twitter as its CEO. This unfolded on May 12, just three days before the NBCU upfront.

鈥淪maller walled gardens will cross-pollinate with bigger ones,鈥� Verna said, pointing to examples such as Google Ad Manager鈥檚 partnership with X (formerly Twitter) or Pinterest and Snapchat cutting deals with Amazon. For the first time since we began forecasting them in 2017, walled gardens will lose share of total programmatic digital display ad spend, according to our forecast.