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.
Purchase confidence was the highest on LinkedIn, which has few social commerce features but was the top-ranked platform in our companion “Digital Trust Benchmark Report.” Instagram had the second-highest purchase confidence among platform users. There is a strong correlation between social commerce usage and trust.
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 LinkedInusers 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.
With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.