TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.

Ad relevancy may not be enough to move the needle for those who aren’t already active social commerce users. In that situation, advertisers may need to focus more heavily on other trust areas, like privacy or safety. Appendix: Demographic Breakouts. Here is additional insight on social commerce usage by age, generation, gender, income, and race/ethnicity.

Our respondents were least likely to believe that Pinterest and LinkedIn showed them deceptive content, well below the levels of Facebook, Twitter, and YouTube. Around half of LinkedIn users and Pinterest users said they don’t believe they’re likely to see deceptive content on those platforms.

On today's episode, we discuss what the next, most important initiatives will be for TikTok. We then talk about what YouTube plans to do with its short-form video format "Shorts" and whether LinkedIn's audio events will work out. Tune in to the discussion with our analyst Debra Aho Williamson.

Social media usage gains from 2020 have largely ended. Facebook will have its lowest growth rate ever, Instagram’s user base is getting older, and Twitter is coming down with a case of post-election malaise. However, TikTok and Reddit are still attracting users at an accelerated pace.

LinkedIn: In March 2021, LinkedIn launched “Creator Mode,” a new setting that that allows users to select hashtags related to the content they post most about on the platform, so that LinkedIn can share them with interested audiences. It also replaces the “Connect” button at the top of user profiles with “Follow” to help creators grow audiences.