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Automated ad systems, boosted video ad spending, and platforms leaning into their unique qualities led to a bounce-back year in 2024 for social networks overall.

Snap has also begun testing Sponsored Snaps, an ad placement that includes full-screen vertical video ads directly integrated in a Snapchat user鈥檚 chat inbox鈥攎onetizing one of the app鈥檚 most widely used features. Could Snap profit off of TikTok鈥檚 uncertainty? Whether or not TikTok gets banned in the US, Snapchat stands to gain from TikTok鈥檚 volatility.

Meta axes VR jobs as Reality Labs flounders: Over 100 workers, including staff behind the 鈥淪upernatural鈥� fitness app, were cut as the firm pivots away from costly metaverse efforts.

Amid economic uncertainty and trade concerns from abroad, Canada鈥檚 digital ecosystem is expected to remain strong, fueled by innovation from publishers, advertisers, and retailers.

Despite new safeguards, Meta faces backlash after chatbots discussed sexual topics with teens, threatening trust among parents, regulators, brands, and the celebrities lending their voices.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

Creo is tapping into Omnicom鈥檚 Omni platform for its new AI-powered tools: the Creator Briefing Tool (powered by Google Gemini), the Creo Influencer Agent (which identifies influencers aligned with brand and cultural trends), and the Omni Creator Performance Predictor (which uses a Meta API to forecast content performance when boosted).

Australia will exempt YouTube from its under-16 social media ban: The promise is receiving backlash from Meta and TikTok, and will require brands to adapt.

Meta is working on its own AI-powered engine, while other players have rolled out search functions, including:. Google: AI Overviews. OpenAI: SearchGPT. Perplexity: Pro Search and a macOS desktop app. Microsoft: Bing Generative Search. Consumer behavior is already starting to shift.

Meta forged a multimillion dollar partnership with UFC that integrates UFC content with Meta across platforms including Instagram, Facebook, and Threads. X recently launched an NBA Portal, providing a curated feed of NBA content to better compete with Threads. Other brands are tapping into the sports frenzy, with e.l.f.

Meta and TikTok recently asked an appellate court to dismiss claims that the platforms harm teens, and Texas launched an investigation in December into 15 different companies and platforms, including Instagram, TikTok, and Reddit, over alleged mishandling of underage user data and privacy.

OpenAI is floating a social app: The move would place the company in direct competition with X and Meta, but will require a unique value proposition to pay off.

Messaging has been a tricky business for the social platforms to make money from, as many consumers don鈥檛 want advertisers to slide into their DMs. But that鈥檚 now changing:. Snap has launched Sponsored Snaps. These opt-in messages in users鈥� chat tabs will likely become more broadly available to advertisers in 2025. Business messaging is a top priority for Meta.

Sports remains a profitable ad opportunity: Two-thirds of Americans are sports fans and over half have made a purchase based on audio ads.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon鈥檚 ad partnerships with the social platforms start to pack a punch.

The program offers more monetization opportunities for select creators along with standard earnings and is part of TikTok鈥檚 attempt to keep creators on the platform while competitors like Meta are aiming to scoop up TikTok influencers.

Last month, Instagram rolled out its Testimonials feature, an ad format that allows brands to pay creators for sponsored content that includes comments.

Meta may consider ad-free subscription offer for the UK: While the company settled a suit with a UK citizen, a similar offering in the EU has faced pushback.

Tech giants like Amazon and Meta have also scaled back DEI efforts. Other major corporations, including McDonald鈥檚, Walmart, and Target have followed suit. The latter has faced significant backlash over this decision鈥攑articularly because the company was previously fiercely committed to DEI efforts.