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Snapchat, LinkedIn, Pinterest, Reddit, and X have all had strong ad momentum recently, but they鈥檒l be among the first platforms to go if brands are pressured to make cuts. Despite advancements in lower-funnel formats, they鈥檙e still considered experimental or less-essential platforms when compared with Meta, YouTube, and even TikTok.

The Minecraft launch underscores Walmart鈥檚 鈥済rowing commitment to the world of gaming,鈥� Justin Breton, head of brand marketing innovation, said on LinkedIn. Even if it doesn鈥檛 drive sales directly, it represents an opportunity to connect with consumers鈥攅specially younger audiences鈥攚ho are either gamers themselves, or consume gaming content on platforms like YouTube.

It leans on its diversified business model that encompasses enterprise software, cloud, gaming, and LinkedIn, which all generate strong cash flows. Productivity tools like Microsoft 365 continue to deliver stable income. Our take: Investing in AI鈥檚 foundational infrastructure and critical technology partners like OpenAI will keep Microsoft at the forefront of business and consumer technology.

LinkedIn. Ogilvy. Social Media Examiner. Wistia.

LinkedIn, meanwhile, rolled out a TikTok-style feed last year that it has continued to build out. And X rolled out a vertical video feed for US users earlier this year. These smaller platforms are hoping to broaden their appeal and engagement via social video. Nonvideo features have been a harder sell for social networks鈥攂ut there are exceptions.

Key clients: Amazon, Diageo, LinkedIn, Disney+, H&M. Creator Authority. Founded in January 2024 as a LinkedIn influencer marketing platform by Brendan Gahan (formerly of creative agency Mekanism) and Mandi Hopper (formerly of influencer agency Collectively). Key client: fintech firm Tipalti. The agency-client relationship? It鈥檚 complicated.

Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

LinkedIn does not offer native editing tools. That means brands and creators making short video content for LinkedIn need to either cross-post uploads from TikTok or Instagram or use a third-party editing platform. Platform-owned external tools: The social platforms also offer tools that have more editing capabilities and are useful for cross-posting.

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.鈥�

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.

The company will integrate its technology with Shopify鈥檚 ecommerce platform, CEO Lance Riedel said in a LinkedIn post, 鈥渢o empower millions of merchants with smarter, more engaging product discovery.鈥�.

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.

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.

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�

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.

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.