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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.

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.

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.

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.

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

Conversion APIs (CAPIs), offered by platforms including Meta, Snap, and Pinterest, not only help marketers protect their brand鈥檚 long-term growth in a world where privacy regulations continue to evolve, but also create a more holistic view of conversion paths to improve campaigns. Marketers are able to move past surface-level metrics like page views and cart additions.

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

Pinterest is particularly popular among mothers for providing inspiration on topics like crafts, decor, recipes, fashion, and shopping. Pinterest has nearly twice the reach among mothers compared with the total digital population (64.7% versus 31.9%), and use among mothers has increased in terms of unique visitors and time spent in the last year, according to Comscore鈥檚 MMX Multi-Platform.

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.

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.

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.

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.

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

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.