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LinkedIn is the top platform that has seen an increase in usage among B2B marketers globally, but others鈥攍ike YouTube, TikTok, and even Reddit鈥攁re also gaining. To reach B2B decision-makers, 64% plan to advertise on consumer channels. Video is appealing to today鈥檚 buyers. B2B buyers prefer quick, digestible content.

Reddit has a more cross-generational appeal, structural stability, and a more mature tone (depending on the subreddit). But advertisers should note that millennials currently make up most of the platform.

Brand strategies are more fragmented, with marketers spreading efforts across Instagram, TikTok, Reddit, and YouTube Shorts instead of relying on a single platform, per Digiday. Advertisers remain cautious on X, as its reputation under Elon Musk has led some brands to explore alternatives for real-time interactions.

Reddit will lean into recommendations. Expect new integrations that help the platform monetize user-generated recommendations. Meta could bring back live shopping. Should TikTok shut down, a live commerce feature could make Instagram and Facebook more attractive replacements. But just because Meta builds it, it doesn't mean users will come.

Though ChatGPT has been publicly available for less than two years, we expect it will have 67.7 million monthly US users by the end of this year. That puts ChatGPT ahead of Reddit (60.8 million) and X (53.8 million) in monthly users. But because the tech is open-ended, the chatbot is only as useful as the people prompting it are. Here are seven creative uses for ChatGPT that have caught our eye.

And I'm actually writing a report on Reddit right now, so I feel validated after hearing you talk about Reddit in the mix. Rodney Mason (25:43):. If you want to know what's going on on Reddit, just Google, because Reddit pops up every single time. Minda Smiley (25:48):. Yeah. Well, this is great.

In the interest of prioritizing human voices over genAI ones, Google has placed added value on user-generated content, which is why results from sites like Reddit, Quora, and LinkedIn Pulse have been rising the SEO ranks. These user-generated responses are not necessarily accurate, which may degrade the search experience.

Zooming out: The tech IPO market began to rebound last year, including prominent listings from Reddit and ServiceTitan. However, some big names are holding out due to gaps between public and private valuations, per Renaissance. Despite SpaceX鈥檚 $350 billion valuation, for example, its recent $1.25 billion funding round signals the company is nowhere near considering a public listing.

And other platforms such as Pinterest, Reddit, and LinkedIn will grow their ad businesses by at least 12% each year through 2026. But Meta will still dominate the social network advertising market with a nearly 75% share in 2024. Index of Benchmarks.

Reddit finally sees the value in being a search engine: Improvements to its in-app search are crucial if it wants to capture more user attention.

Only Reddit will meaningfully grow its time spent among users this year. Reddit (11.0%) and Instagram (1.3%) will grow user time, but the news is bad for everyone else. Snapchat and X (formerly Twitter) have been losing time since 2023, and Facebook has largely trended down since 2018. But TikTok will lose user attention for the first time this year鈥攁lbeit just 1 minute.

Platforms including Snapchat and Reddit may not have the same allure to advertisers as TikTok or Instagram. But they appear to be quite effective at driving outcomes for a certain kind of advertiser. At least one-third of social shoppers on each of those smaller platforms buy something once a month, if not more frequently.

We slashed our 2023 US ad revenue estimates for almost every social platform. 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.

In the US, TikTok will capture the attention of its adult users for an average of 55.8 minutes a day, with YouTube close behind at 47.5 minutes, according to our forecast. At the other end of the spectrum, Facebook鈥檚 adult users will spend just over a half an hour per day on the platform, while those of Reddit will spend only 23.6 minutes with it.

In one Reddit post, users claiming to work at WPP or its subsidiaries expressed anger over having to report in-person after years of remote work or when their teams are scattered across the country. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

Sponsored results, however, are further down the page after publishers and Reddit threads. The layout of results pages can vary significantly, even for identical queries, but those inconsistencies highlight how sponsored search results are no longer guaranteed to instantly put an ad in front of consumers.

The same strategy for improving search functionality and making answers more readily available was adopted by Reddit this week, when it launched an AI-powered conversational chatbot called Reddit Answers. Competition in the field: Yelp鈥檚 Review Insights offer a summary similar to Google鈥檚 AI Overviews by giving consumers a consolidated view of the information they鈥檙e looking for.

Last week, Arc, a web browser from startup The Browser Company, released a new AI-powered feature called pinch-to-summarize, which provides an instant summary of full web pages. That follows Arc鈥檚 release of 鈥淎rc Search,鈥� a mobile app that will search the internet based on a user鈥檚 query and deliver an AI-generated page summarizing the breadth of information it searched. It鈥檚 not the only AI tool targeting search. Perplexity is seeing increased attention for its ability to summarize data sets, including searching in Reddit posts or YouTube videos. This month also saw the rebranding of Google鈥檚 Bard chatbot to Gemini as the company doubles down on AI search.

Gen Zers鈥� use of Reddit is accelerating. Slightly more than a quarter of Gen Zers in the US have a Reddit account, but we expect the figure to reach 40.1% by 2028. This is likely fueled by internet users increasingly adding 鈥凌别诲诲颈迟鈥� to their Google searches to find consumer reviews of a product or service. It鈥檚 also due to the popularity of subreddit content that gets cross-posted on other platforms.