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That鈥檚 more than the next three鈥擣acebook, Wikipedia, and Reddit鈥攃ombined. For the first time, Similarweb is tracking chatbot referral traffic from OpenAI鈥檚 ChatGPT, Perplexity, Google Gemini, Microsoft Copilot, Anthropic鈥檚 Claude, DeepSeek, Grok, and Liner. Why this matters: Brands and marketers need to know where search traffic is heading and how best to appear in AI search results.

Instagram supports visual branding and community engagement, and Reddit helps reach niche communities and conduct market research. The best platform for B2B marketing depends on audience behavior, content strategy, and specific campaign objectives. Video and podcasts are appealing to today鈥檚 buyers.

By adding translation tools in new markets, Reddit seeks to drive growth and keep momentum post-IPO.

Meta is still the leader, but rising costs and legal scrutiny make room for Reddit and Pinterest to capture budgets from risk-averse advertisers. Retail media must evolve fast. Walmart鈥檚 integration of Vizio offers a promising model, but only platforms with closed-loop attribution and CTV scale will thrive as economic pressures rise. In short: The ad industry isn鈥檛 in crisis, but it is in motion.

Reddit recently introduced tools aimed at making it easier for SMBs to advertise, with features like a Campaign Import allowing advertisers to easily transfer campaigns from Meta to Reddit. Zooming out: Like Reddit, the push to attract SMBs comes down to boosting ad revenues, which Snapchat relies heavily on.

Reddit is capturing more interest. Marketers are spending more on Reddit thanks to its rising prominence in search, growing user base, and new ad formats. While it鈥檒l capture only about 1% of total US social network ad spending this year, it will be the fastest-growing platform in terms of ad revenue growth YoY, per our forecasts. X is seeing a resurgence of sorts.

Reddit notifies users when content is removed, especially by automatic moderators, though its tools are less centralized than Meta鈥檚 or TikTok鈥檚. YouTube鈥檚 channel dashboard informs users of whether their accounts have any strikes and if content is being demonetized for containing copyrighted information or violating community guidelines. Other Meta updates:. Video ads on Threads.

The Filtered report analyzed user responses on forums including Reddit and Quora, as well as in articles detailing real-world genAI applications. Other top use cases:. No. 4 is enhanced learning, including requesting personalized education plans and making animated scenes of historical events. No. 7 is fun and nonsense, such as making memes, writing poems about friends, or coming up with jokes.

Meta and TikTok recently asked an appellate court to dismiss claims that the platforms harm teens, and Texas launched an investigation in December into 15 different companies and platforms, including Instagram, TikTok, and Reddit, over alleged mishandling of underage user data and privacy.

Social platforms like X, Reddit, and Meta are increasingly relying on user community-led content moderation, which might not adhere to Brazil鈥檚 regulatory standards. Brazil, with its 200 million social media users, is the fifth-largest market in the world and the largest in Latin America (LATAM).

Searches for the term 鈥凌别诲诲颈迟鈥� at the end of Google search queries grew roughly 79% between January 2022 and January 2025, per Google Trends. Google鈥檚 heavier reliance on AI will change marketers鈥� messaging and funnel approach. When brands write for both the consumer and the LLM, they must consider how consumer brand recognition is necessary for the consumer to trust and consider the LLM鈥檚 suggestion.

Outside of Reddit and Instagram, the growth story will be bleak. Reddit had a banner year in 2024, with its user base increasing its time spent by 15.0%. It will see another small gain this year (1 minute), as will Instagram (less than a minute). All the rest will lose a little time, while TikTok will lose a substantial amount (almost 4 minutes).

A recommendation engine offers suggestions about how owned pages and external channels, like Wikipedia or Reddit pages, can be optimized to better appear in large language model (LLM) results. An attribution capability shows metrics on user behavior, engagement, and business outcomes to track how AI platforms are affecting engagement and conversion.

Reddit is full of complaints from users forced to scroll past Shorts just to access the content they originally subscribed to, with some canceling subscriptions. Roku鈥檚 autoplay ads, which appear before the Roku TV menu, sparked similar initial user fallout. Our take: YouTube is boosting ad and media growth by becoming the home for both long-form and short-form video.

Reddit, Snap, and Pinterest are gaining momentum鈥攊n some cases outpacing Meta鈥檚 ad revenue growth. Marketers are directing more money to creator-driven campaigns, often hosted on these smaller platforms. Consolidation is giving mid-tier firms the size and capabilities needed to attract larger brand budgets. Why it matters: For years, the triopoly commanded the lion鈥檚 share of digital spend.

Reddit, TikTok, and Snapchat are increasingly popular for banking research. Among consumers who use social media for their bank research, YouTube and Facebook remained the top platforms. But Reddit, TikTok, and Snapchat have all seen statistically significant increases in usage since 2023. Physical branches still reign supreme during the purchase stage.

Reddit. Snap, Inc. Walmart. Warner Bros. Discovery.

Our thought bubble: We still see ads for compounded GLP-1s on the internet and social media, particularly on platforms like Reddit. The FDA and FTC haven鈥檛 regulated telehealth companies and others that sell compounded weight loss drugs as closely as drugmakers themselves.

After watching the platform significantly exceed expectations more than once, we have substantially increased our forecast for Reddit, and now expect it to generate more than $1 billion in US ad revenues in 2025, one year ahead of schedule. X.

Smaller platforms are growing faster: Reddit will have 31.4% growth in 2025 vs.11.3% for Meta. Amazon's retail media momentum is slowing, from 24% growth in Q1 2024 to 18% in Q4 2024. Myth 3: Marketers can no longer control brand safety. Reality check: Brand safety challenges are real but manageable with the right approach. Social media and digital video present the biggest brand safety challenges.

As AI increasingly scrapes content from review sites and social platforms like Reddit to inform recommendations, retailers must pay close attention to how consumers discuss their brands online. 3. Strengthen first-party data capabilities. "Without first-party data, your own internal agent tools aren't going to work well and personalization is going to be much harder," said Wurmser.

Reddit also empowers its users to flag potentially undesirable content. YouTube, TikTok, and Meta are among the platforms that use human moderators to train machine learning (ML) systems to identify content that violates their community guidelines. On those platforms, content flagged by the ML systems is then reviewed by humans. Both platforms also allow users to flag content themselves.

For companies that pull most of their revenues from ads鈥攊ncluding Snap, Pinterest, and Reddit鈥攖his could force business model shifts. Meta in particular may need to scale back spending on its cash-vacuum Reality Labs division. International roots: Amazon relies heavily on China-based third-party sellers, which make up a significant portion of its marketplace and ad revenues.