蘑菇AV

These brands, spanning various verticals such as beauty, household, pets, and accessories, have seen success with paid social advertising on platforms like Meta, TikTok, Snap, and Pinterest. The company鈥檚 ecommerce gains during the 2024 holiday season shows the effectiveness of its AI-driven ad platform in sectors beyond gaming, including fintech and retail.

Ad revenues for X are expected to fall 4.2% to $1.05 billion this year, per our forecast, behind second-tier platforms like Snapchat and Pinterest, expected to generate $2.34 billion and $3.11 billion in ad revenues in 2025, respectively鈥攁nd massively behind Meta platforms, which will generate a combined $73.90 billion in ad revenues in 2025.

Despite broader corporate pullbacks, the NFL, Nike, Pinterest, and Costco have maintained their commitments. Nike鈥檚 Super Bowl ad focused on elevating marginalized athletes, while Pinterest鈥檚 鈥淭ailored鈥� campaign celebrated Black fashion鈥檚 past, present, and future. These brands are betting that sustained engagement with diverse audiences will pay off in long-term loyalty. Our take:.

TikTok Shop is the most prominent player in livestreaming ecommerce for now (as the potential US ban looms), and Pinterest is ramping up its presence too. But retail-first sites like Amazon Live鈥攚hich hosts daily livestreams from brands and creators鈥攁re key to wider adoption.

The functionality shows the importance of AI in retail and functions somewhat similar to Pinterest by helping customers visualize products in context鈥攁 critical factor in home furnishing purchases. 4. Poppi. Prebiotic soda brand Poppi鈥檚 Super Bowl campaign sent full-sized vending machines to influencers, prompting social media backlash about wasteful marketing spending.

What brands can do: Companies and creators are considering shifting their focus to other platforms, namely Instagram, with other channels like YouTube, Pinterest, and Snapchat also attracting attention. Diversifying spending is critical to remain competitive in a marketing landscape that increasingly relies on social media advertising to remain successful.

Gen Z continues to drive Pinterest growth. Gen Z has been adopting Pinterest at faster rates than any other generation for the past decade, growing by nearly 9 million users between 2019 and 2024. Meanwhile, millennial users (who make up the largest share of the platform) grew by less than 1 million.

Social media advertising on Facebook, Instagram, TikTok, X, Snapchat, and Pinterest heavily targets mobile devices. This, along with consumption of mobile video (particularly YouTube), is driving the shift to mobile spending. Daily time spent with mobile devices will be 4 hours, 8 minutes (4:08) this year, per our forecast. Click here to view our full forecast on Canada digital ad spending by device.

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.

Amazon has joined forces with Meta, TikTok, Snap, and Pinterest. These ad alliances represent a convergence of the social, creator, and retail media spaces. Creator companies have also deepened relationships with social and retail platforms. Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey.

LinkedIn is expected to overtake Facebook for Gen Z users in the UK by 2028, per our forecast. 32% of US adults use LinkedIn, per Pew Research, just behind TikTok (33%) and Pinterest (36%). Our take: These new tools set the stage for LinkedIn to monetize its video content and become a go-to platform for social media influencers.

Meijer Media is launching new tools enabling advertisers to serve ads across Pinterest, online video, and connected TV (CTV). Advertisers can leverage Pinterest鈥檚 first-party data to create highly visual, personalized ads for key retail events like back-to-school and holiday shopping. Meanwhile, online video and CTV ad formats help advertisers reach a wider audience and drive brand awareness.

Meanwhile, Shein鈥檚 spending on Facebook, Instagram, TikTok, YouTube, and Pinterest dropped by 19%. Meta is particularly vulnerable to social ad spending shifts since almost all of its revenues come from advertising. China鈥檚 ecommerce players have been a major factor in the company鈥檚 fortunes in recent years鈥攖hey contributed $18.4 billion, or 11% of Meta鈥檚 global revenues in 2024.

TikTok Shop鈥檚 explosion is the driving force, with other volume growth spread across Facebook, Instagram, and Pinterest. Click here to view our full forecast for US retail social commerce sales. Payment gateways will compete for this share of retail sales. Major players include Shopify Payments, Stripe, PayPal-owned Braintree, and Visa-owned Authorize.net.

Our take: TikTok Shop鈥檚 demise will create a host of opportunities for players across the retail landscape鈥攆rom social media platforms like Meta, YouTube, and Pinterest that could benefit from shoppers鈥� newfound interest in social commerce to retailers like Amazon and Shein that are already popular with TikTok users. Go further: Read our FAQ on the US TikTok Ban.

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.

On today鈥檚 podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest鈥檚 latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

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.

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.