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Pinterest. Pixability. Reddit. Snapchat. The Information. The Wall Street Journal. TikTok. VAB. X (formerly Twitter). YouGov. YouTube.

US social users were most likely to use Facebook (60%), Instagram (44%), TikTok (41%), YouTube (34%), and Pinterest (27%) to contact brands, per an October 2024 Sprout Social survey. Predictions. Threads will launch DMs. It鈥檚 one of the most requested features from users and would help Meta distance Threads from Instagram. Instagram could introduce ads in Channels.

These brands, spanning various verticals such as beauty, household, pets, and accessories, have seen success with paid social advertising on platforms like Meta, TikTok, Snap, and Pinterest. The company鈥檚 ecommerce gains during the 2024 holiday season shows the effectiveness of its AI-driven ad platform in sectors beyond gaming, including fintech and retail.

Ad revenues for X are expected to fall 4.2% to $1.05 billion this year, per our forecast, behind second-tier platforms like Snapchat and Pinterest, expected to generate $2.34 billion and $3.11 billion in ad revenues in 2025, respectively鈥攁nd massively behind Meta platforms, which will generate a combined $73.90 billion in ad revenues in 2025.

TikTok, YouTube, and Pinterest are popular shopping destinations, too, with TikTok being the top social shopping platform in the UK. While China leads in social commerce adoption, other markets are catching up fast. "It's interesting to see how social media is evolving from being a discovery channel to a full-fledged commerce platform," said Perkins. Price matters most, but trust is important, too.

Despite broader corporate pullbacks, the NFL, Nike, Pinterest, and Costco have maintained their commitments. Nike鈥檚 Super Bowl ad focused on elevating marginalized athletes, while Pinterest鈥檚 鈥淭ailored鈥� campaign celebrated Black fashion鈥檚 past, present, and future. These brands are betting that sustained engagement with diverse audiences will pay off in long-term loyalty. Our take:.

What brands can do: Companies and creators are considering shifting their focus to other platforms, namely Instagram, with other channels like YouTube, Pinterest, and Snapchat also attracting attention. Diversifying spending is critical to remain competitive in a marketing landscape that increasingly relies on social media advertising to remain successful.

Pinterest. Reddit. Roku. Snap Inc. Walmart.

But that will still trail revenues at other small social platforms, including LinkedIn ($4.95 billion), Pinterest ($3.11 billion), and Snapchat ($2.34 billion). However, that share will begin to increase in the coming years.

Pinterest reaches 518 million MAUs with a 12% YoY increase: Revenues rise by 23% to $740 million, outpacing expectations and highlighting strategic gains.

LinkedIn is expected to overtake Facebook for Gen Z users in the UK by 2028, per our forecast. 32% of US adults use LinkedIn, per Pew Research, just behind TikTok (33%) and Pinterest (36%). Our take: These new tools set the stage for LinkedIn to monetize its video content and become a go-to platform for social media influencers.

Defying global challenges, Pinterest excels in Q3: Innovations and strategic partnerships bolster its market position.

Strategic partnerships boost Pinterest: Amazon and Google deals fuel revenue and international expansion鈥攚hile MAUs nearly hit 500 million for the first time.

Any such consolidation may hurt smaller players such as X, Snap, or Pinterest. Overall, the tariffs are tightening both ad and consumer budgets. This shift may drive some advertisers to allocate more spend to Meta, while smaller platforms such as Snap, X, and Pinterest could be more vulnerable to these economic pressures, as smaller players typically bear the brunt of market contractions.

The functionality shows the importance of AI in retail and functions somewhat similar to Pinterest by helping customers visualize products in context鈥攁 critical factor in home furnishing purchases. 4. Poppi. Prebiotic soda brand Poppi鈥檚 Super Bowl campaign sent full-sized vending machines to influencers, prompting social media backlash about wasteful marketing spending.

X still faces tough competition from Meta, which has long been the top choice for SMB advertisers on social media, as well as other platforms like Reddit, Pinterest, and Snap that are also courting SMB ad dollars. Click here to view our forecast for worldwide X users. Still, the diversification of its advertiser base is a win for X.

Our take: TikTok Shop鈥檚 demise will create a host of opportunities for players across the retail landscape鈥攆rom social media platforms like Meta, YouTube, and Pinterest that could benefit from shoppers鈥� newfound interest in social commerce to retailers like Amazon and Shein that are already popular with TikTok users. Go further: Read our FAQ on the US TikTok Ban.

Meijer Media is launching new tools enabling advertisers to serve ads across Pinterest, online video, and connected TV (CTV). Advertisers can leverage Pinterest鈥檚 first-party data to create highly visual, personalized ads for key retail events like back-to-school and holiday shopping. Meanwhile, online video and CTV ad formats help advertisers reach a wider audience and drive brand awareness.