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Meanwhile, Instagram will add 3.9 million more buyers this year, compared with 2.6 million for Facebook and 1.1 million for Pinterest. Together, that will push the number of US social buyers to 100.7 million this year. US social commerce sales will see an even stronger boost, reaching $71.62 billion in 2024. Most social commerce purchases are of low-ticket items, particularly on TikTok.

At 68.8 million social network users in 2024, they continue to hold the largest share of each of their preferred social platforms鈥擱eddit, Instagram, LinkedIn, Pinterest, and Facebook鈥攄ue to their size. But Gen Zers are set to outnumber them on Instagram by 2025. Millennials鈥� social platform adoption is saturated, but they still rely on social media for communication, news, and entertainment.

Pinterest reported that Walgreens tested its new Performance+ suite and saw a 55% higher clickthrough rate (CTR) and a 13% lower cost per click (CPC). Taboola鈥檚 Maximize Conversions tool works similarly for the open web, at least for ad placement and bidding. Taboola offers a separate genAI creative tool called GenAI Ad Maker. Finding the right audience (high impact, easy to implement). Why genAI?

Driving audience engagement for content related to product marketing may be more challenging on the platform, but that doesn鈥檛 mean product marketers should shy away from TikTok, which has other platforms like Pinterest (0.3%), Instagram (0.3%), and Facebook (3.9% for video posts) beat on engagement, per Dash Hudson. 5. CTV yields better attention metrics than online video.

Pinterest will continue to make itself hospitable to ecommerce advertisers. Pinterest will be the fourth-fastest-growing social platform we track. We expect Pinterest鈥檚 US ad business will grow 17.2% in 2024, with revenues of $2.66 billion. That鈥檚 thanks to its partnerships with large outside demand partners, including Amazon and Google, as well as growing traction for its conversion API.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

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.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.

Retail media networks (RMNs) are eyeing the open web as an opportunity for scaled growth, but successfully integrating retailer data off-platform won鈥檛 happen overnight.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Methodology: Data is collected and analyzed quarterly by Dash Hudson, including posts from national and international companies across major social media platforms, including TikTok (n=917), Instagram (n=2,829), YouTube (n=684), Facebook (n=1,318), Pinterest (n=548), and X (755 companies) to ensure a comprehensive and representative sample.

The creator economy asserts itself at SXSW: Panels with creator platforms underscored their crucial place in the marketing ecosystem

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.

Over the past year, Amazon has launched programs with Meta, Pinterest, Snap, and TikTok to integrate shoppable Amazon ads onto the social platforms. How should retailers get started on the path to unified commerce?

The share of TikTok, Pinterest, and Instagram users who spent $200 to $399 per year while using those platforms is greater than the share of those who spent at least $400. The opposite is true for Snapchat and Reddit. What it means for brands. It has never been easier to drive sales directly from social platforms.

It's happening across platforms from TikTok to YouTube to Pinterest to Instagram, and really among pretty much all different types of users. Marcus:.

While some platforms allow advertisers to avoid 鈥渘egative鈥� keywords, Pinterest is the only platform that enables keyword targeting akin to traditional search capabilities. Many performance advertisers have embraced paid search formats as built-in performance optimizers, but brand marketers have been more skeptical of cost tradeoffs, leading to slower adoption.

And as of 2024, Meta and Pinterest require merchants to use their in-house checkout solutions. This gives sellers access to commerce tools that can help them manage their product catalogs, set up online shops, and view sales activity. What does it mean for payment providers? Burgeoning social media commerce platforms provide tantalizing growth opportunities.