蘑菇AV

That puts it in the ballpark of X (formerly Twitter), which had 53.8 million users in 2024, LinkedIn (80.7 million users), and Pinterest (85.4 million users). For context, we estimate that Instagram had more than double the number of WhatsApp users in the US in 2024, at 143.2 million. And WhatsApp鈥檚 US user growth was relatively tepid at a 2.1% uptick YoY.

鈥淎s the industry becomes bigger, it also becomes more nuanced,鈥� said Smiley, emphasizing the relevance of shops that hone in on a niche like Linkedin or women college athlete deals. Boosting talent bonds. As the industry matures and creators find more professional opportunities, the expectation for fair and timely payments will intensify.

Other platforms, such as Snapchat and even LinkedIn, are also positioning themselves to attract short-form video ad spending. What are the long-term implications if the ban is not made permanent? The ban could reshape the social media landscape, driving advertisers and creators toward other short-form video platforms.

In October 2024 alone, Pinterest鈥檚 Performance+ product, LinkedIn Accelerate, and TikTok鈥檚 Smart+ formally launched. All of these offerings comprehensively automate targeting, creative, and optimization. Buyers on the open web also have automated buying options.

LinkedIn looks to build its own influencer ecosystem. LinkedIn will generate $4.51 billion in ad revenues in 2024. With 13.9% YoY US revenue growth this year, LinkedIn will remain the third-largest social platform we track.

LinkedIn began the year with a notable increase in ad prices. It introduced Thought Leader ads, expanded further into solutions for CTV, and touted AI-powered optimization. #7: Digital ad spending. What fueled interest: Digital ad spending surged in a number of categories. Our forecast was up, and Magna鈥檚 was even more bullish鈥攊ncluding consumer goods, driven by a D2C shift.

LinkedIn argued that it should be exempt since its content isn鈥檛 aimed at minors, and X owner Elon Musk called the law a 鈥渂ackdoor way to control access to the internet.鈥�. Our take: Forcing users 16 and younger off platforms and preventing them from creating accounts represents a significant loss of user data for sought-after demographics.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.

Though not exactly equivalent, platforms like LinkedIn and Pinterest are vastly outperforming X. In Western European markets where we forecast users (France, Germany, Spain, and the UK), their penetration rates as a proportion of social network users are ahead of X鈥檚. In the three-speed market, they鈥檙e closer to Snapchat and TikTok than they are to X.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

LinkedIn is also a mostly untapped opportunity but is gaining momentum as a marketing platform. Methodology. Data is from the March 2024 蘑菇AV US Social Commerce survey. 1,207 US social media users ages 15鈥�77 were surveyed between March 1 and March 14, 2024.

Gen Z currently makes up 26.2% of US LinkedIn users, and the cohort will surpass Gen X in LinkedIn use next year, according to our May 2024 forecast. Brands investing in creator content should consider LinkedIn, on which they can reach 34.8% of Gen Z social media users. But LinkedIn isn鈥檛 the only place where Gen Z is networking.

Indeed, Reddit and LinkedIn, for which we forecast US users, also command sizable audiences in Canada. Meta platforms have a commanding lead. Facebook still leads in the total number of monthly users. That鈥檚 due largely to its mass appeal across most age groups. Almost half (46.4%) of internet users ages 65 and older use Facebook, more than double the penetration rate of teenagers.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?