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Cohen's focus on creating "economic opportunity" rather than chasing engagement metrics has positioned LinkedIn uniquely in the social media landscape, creating a virtuous cycle where valuable professional content attracts high-value audiences that in turn attract premium advertisers.

X is still a destination for news: Our Industry KPI data shows engagement varying dramatically throughout the year

The challenge remains converting engagement into attendance. Brands like e.l.f. and Unwell need to prove they can drive ticket sales, not just social media buzz. As the NWSL expands its brand partnerships, its ability to attract non-endemic sponsors and engage younger fans will be crucial to its long-term commercial success鈥攁nd it has some catching up to do.

Beyond winning social engagement on the DIY challenge, the campaign also showed buyers 鈥渉ow easy it is to tackle a pain project.鈥� That鈥檚 an especially important message for younger consumers who navigate the housing market with a value-first mindset, said Lopez. In fact, 63% of Gen Zers, and 65% of millennials said they鈥檇 consider a home that needs renovation, per a 2025 BMO survey.

It also includes ads on social media, such as Facebook鈥檚 News Feed Ads and LinkedIn鈥檚 Sponsored Content. Traditional ad spending includes directories, magazines, newspapers, out-of-home, radio, and TV.

Nextdoor bets on AI-driven content to fuel long-term growth: The platform鈥檚 NEXT initiative will transform past user discussions into monetizable recommendations, prioritizing engagement over short-term ad revenues.

Anyway, today's real topic, the social media guys. All right, folks. We're talking about the social media people, Meta, Snapchat, Pinterest, and we'll talk about them all, but we'll start with the biggest one. It's Meta. Two years ago, Meta's revenue growth was dead in the water, believe it or not. Negative 1% for year 2022.

The DAUq miss鈥攖hough minor鈥攖riggered concerns about long-term engagement growth. Our take: Reddit is proving it can turn engagement into profit, but the market鈥檚 reaction underscores concerns about sustaining long-term growth. The stock slide may be an overreaction given that Reddit exceeded nearly every other financial expectation.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

On today鈥檚 podcast episode, we discuss what Gen Alpha are up to on social media, where they are about to migrate to, and what advertisers need to know about these young people. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Analyst Paola Flores-Marquez, and Vice President of Research Jennifer Pearson. Listen everywhere and watch on YouTube and Spotify.

Marketers must grapple with skepticism, as 62% of consumers say they鈥檙e less likely to engage with and trust social media content if they know it鈥檚 AI-generated, according to Hootsuite鈥檚 Social Trends 2024 Consumer Survey. However, much like general social media usage where trust is low but engagement persists, consumers are likely to interact with AI-driven content despite reservations.

The UK showed lower overall usage of social media (97.2%) compared with the regional average (97.5%). This potentially indicates a more discerning approach to social media engagement among some segments of the population. Device Ownership. The smart home device ownership rate in the UK led Western Europe at 29.2%.

Gradual growth from X-patriates: This month鈥檚 moderate MAU growth indicates that Threads is maintaining its position in an increasingly crowded social media market, per TechCrunch. Threads and services like Mastodon (1.5 million MAUs) and Bluesky (30 million MAUs) gained a surge in users who were moving to X alternatives.

Social media is crucial for B2B marketing success. However, B2B marketers鈥� ages may be affecting their campaigns鈥� effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

See the highest and lowest engagement rates by industry for TikTok and Instagram

The deep engagement that traditional TV has fostered hasn鈥檛 been fully replicated in digital media, with more snackable content leading to lower levels of engagement (in terms of time spent). Most video consumption is now digital video. Traditional TV time continues to erode. It was only 10 years ago that UK adults spent over 3:00 with traditional TV鈥�3:12, to be exact.