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Many of the top 20 sites are social media and video platforms like Instagram, Pinterest, LinkedIn, and TikTok. Ecommerce. Two shopping sites made it into the top 10鈥擡tsy and Amazon, though the latter鈥檚 Amazon Web Services (AWS) page, not its ecommerce platform, had most of its AI search traffic. Education and news.

Meta CMO Alex Schultz posted on LinkedIn that the company 鈥渂elieves in the future of agencies,鈥� but CEO Mark Zuckerberg鈥檚 earlier comments鈥攃laiming brands would no longer need creative, targeting, or measurement鈥攈ave already shifted the tone.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.

TikTok was the most useful platform for career insights, cited by 50%, followed by Instagram (46%) and LinkedIn (41%). Yes, but: Only 17% of young people in the UK are aware of what the pharma industry does beyond medicines, and only 8% have a comprehensive understanding, per the ABPI study.

The platform has gained steam as a social network in recent years, especially as it pushes into video: In its most recent earnings call, Microsoft said time spent watching videos on LinkedIn was up 36% YoY. Pinterest鈥檚 user base is growing as well. It will see growth tick up 3.0% YoY this year to 90.3 million.

Reddit鈥檚 user base is rapidly growing compared with similarly sized platforms like Snapchat, Pinterest, LinkedIn, and X, increasing 7.7% YoY in 2025, per our forecast. Its overall ad revenues are growing faster YoY than other social media platforms, outpacing giants like TikTok and Meta鈥攖hough its ad business is significantly smaller than even second- and third-tier platforms like Snap and Pinterest.

Case in point: Starting February 28, 2026, Invest will be replaced with a new buy-side product just for the Microsoft Advertising Platform and inventory across the company鈥檚 ecosystem鈥攊ncluding Xbox, LinkedIn, Bing, and Windows. Why the change? Large tech companies like Microsoft and Meta have spent their vast fortunes acquiring and building platforms with broad audiences that they control access to.

Its US user base will grow 4.7% this year, faster than Instagram, LinkedIn, and Pinterest. It鈥檚 a sign that January鈥檚 (short-lived) ban and continued uncertainty around the app haven鈥檛 had a major impact on usage. But Instagram is becoming a bigger threat. The app, which is already bigger than TikTok in terms of users, is also seeing bigger Gen Z gains.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

LinkedIn debuts campaign-creation tool powered by generative AI: Platform is out to address unique challenges in reaching B2B decision-makers.

Only 3% of global technology marketers think Reddit delivers the best organic value as a social media platform, per CMI, compared with 93% for LinkedIn and 24% for YouTube. Making it easier for companies to set up ad profiles could help it capitalize on SMB interest and attract new customers.

In the second tier, LinkedIn is the disruptor. It鈥檚 well documented that Facebook is shedding younger users. However, the overall Gen Z cohort is set to maintain flat user growth, albeit from a comparatively low base. Facebook鈥檚 biggest issue will be competition from other platforms. LinkedIn, in particular, is set for significant Gen Z user growth.

LinkedIn isn't just for job updates. It has evolved into a platform with brand-safe engagement, sophisticated audiences, and a growing range of advertising tools. Here鈥檚 why you should be paying attention to LinkedIn.

LinkedIn鈥檚 not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. 鈥淟颈苍办别诲滨苍 is definitely heading into a direction where more direct B2C marketing is going to become prevalent,鈥� said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

LinkedIn Premium is the company鈥檚 AI proving ground: After making $1.7 billion in subscription revenues thanks to AI, the company looks to expand the tech elsewhere.

On today's episode, we discuss real-world examples of how generative AI can humanize messaging, increase engagement, and turn customers into brand advocates. "In Other News," we talk about why LinkedIn is betting on trust and some promising use cases for generative AI in content marketing. Tune in to the discussion with our analyst Kelsey Voss.

LinkedIn. Magna Global. McKinsey & Company.