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Reddit social shoppers are more likely to have purchased high-consideration goods. Among the platforms, Reddit has a comparatively small percentage of users who are social shoppers. But large percentages of its shoppers bought things that typically require a lot of research, such as financial products and consumer electronics.

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.

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.

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.

Digital third spaces represent an ecosystem where Gen Z can communicate, influence, and engage with the current culture鈥攖hink the relationships people can build through comment sections in Reddit communities or virtual spaces like Roblox. Influencers are often the gatekeepers of these spaces, acting as leaders and trendsetters who are key to keeping users engaged.

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.

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.

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.

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.

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.

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.

Meanwhile, enhanced translation tools could unlock growth in non-English speaking markets, though Reddit acknowledges that operating as a truly global company requires developing fresh capabilities in serving moderators, consumers, and advertisers.

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.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media鈥攁nd which parts of each might fare best and worst.

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.

What do brands need to know about the next wave of digital growth?