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Its ad business is also bigger than those of Snapchat, X (formerly Twitter), and Pinterest combined, demonstrating its position as a must-buy for advertisers. The US is a highly lucrative market for TikTok, accounting for about half of its worldwide ad revenues in 2024.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

Gen Z鈥檚 complicated path to purchase leans heavily on digital platforms and channels. But offline resources still play a key role.

Online sales that originate on social channels, including mobile apps from TikTok, Facebook, Instagram, and Pinterest, are growing more than two times faster than overall ecommerce. Gen Z will make its presence felt as digital shoppers and buyers. The mobile-native generation will have a transformative impact on retail and ecommerce. Gen Z is the critical force in digital buyer growth.

This is the first 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.

Our first forecast for Pinterest ad revenues shows a fast-growing niche player. The company鈥檚 ad revenues will surge 20.9% this year to reach C$291.3 million ($215.8 million), following a 12.8% rise in 2023. We expect double-digit growth will persist through 2026.

Key clients: Omni Hotels & Resorts, Albertsons Media Collective, Pinterest, Sam鈥檚 Club, Synchrony. Experiential marketing. Brands will invest over $8 billion in sponsored content on social media this year. Many are tapping creators for experiential marketing efforts, including in-store appearances and digital out-of-home (DOOH) campaigns.

That will place LinkedIn ahead of Pinterest, Snapchat, X (formerly Twitter), and Reddit. Click here to view our full forecast for US social network ad revenue share by company. News and insights are driving user growth. It鈥檚 become a destination for news. While Meta and X have distanced themselves from news, LinkedIn has done the opposite as of late.

The retailer is taking a multipronged approach to sustain that growth: It partnered with TikTok and Pinterest to let shoppers buy items from Amazon advertisements without leaving the social media apps; it鈥檚 testing a new rapid-delivery service to reduce its reliance on Amazon Flex; and it鈥檚 courting Chinese sellers with a section of its homepage dedicated to inexpensive items to combat the growing influence

Pinterest. Snap Inc. TikTok. YPulse.

Pinterest caught the attention of advertisers when it announced it would allow Amazon advertisers to buy Pinterest inventory directly within Amazon鈥檚 platform. That partnership could wind up being the first of many, Pinterest CEO Bill Ready told investment analysts during Pinterest鈥檚 Q3 2023 earnings call. Snapchat is still making its way out of the wilderness.