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.

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Reddit. Social media platforms that don’t plan to license streaming rights are also tapping into the loyal fan bases that coalesce around sports. Reddit advertised for the first time on the Super Bowl, with a 5-second spot that was noticed for its length and enigmatic content.

“In the future, Dubsmash and reddit will work together to build more revenue channels for Dubsmash,” the spokesperson said. Acquiring Dubsmash will help reddit beef up its video capabilities, something the social platform has been trying to do. Reddit plans to integrate Dubsmash’s video creation tools into its app.

In Canada, reddit account holders numbered about the same as TikTok account holders, according to Ryerson’s data for 2020: 15% of respondents reported having a reddit account (the same percentage as those with a TikTok account), up from 9% in 2017. Among those respondents, 54% said they used the platform daily.

US social media platforms like Facebook, LinkedIn, Snapchat, reddit, and Pinterest all ended 2020 with at least 20% growth in worldwide digital ad revenues. Most were over 40%. Amazon's worldwide ad revenues grew by 52.5% last year, well ahead of our pre-pandemic expectation of 37.6%. The boom in ecommerce-related digital advertising boosted Alibaba and JD.com as well.

Likewise, reddit opened a new office in Canada this spring and announced that it would commit substantial resources to partnering with local brands and marketers. Social advertising’s rapid growth is due, in part, to the ease with which ad buyers can purchase inventory on the platforms.

Our forecasts cover the top five social networks in Canada, but more niche platforms like Pinterest and reddit are also affecting usage patterns. These social networks cater to specific audiences and will lead to more fragmented social network usage in the years ahead. Daily usage of Facebook has dropped significantly over the past four years, per Abacus Data polling from January 2021.

On today's episode, we discuss Twitter's post-election malaise, Reddit's growth engine, and LinkedIn's and Pinterest's pandemic pivots. We then talk about Nextdoor's ceiling, TikTok being allowed to stay in the US, and the implications of young creator burnout. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

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This year, the number of US monthly reddit users will grow by over a quarter from last year to reach 37.7 million.