By platform, the Q4 2020 resurgence in social media ad spending was led by Pinterest, where ad outlays grew by 121% compared with Q4 2019. Other social networks that saw YoY ad spending gains were Snapchat (up 81%), LinkedIn (up 49%), Twitter (up 29%), and Facebook (up 6%). Facebook had little room to grow, however, because it dominates social advertising in Canada.

Meanwhile, platforms that appeal to younger audiences, like TikTok and Snapchat, haven’t entirely filled the void. In 2022, there will be 51.6 million Gen X (born between 1965 and 1980) social network users—down 0.9% compared with 2021. Declines will continue through the end of our forecast. Boomers will also see declines.

In addition to delivering a modest boost to the top line, we expect this will significantly bolster Amazon’s advertising capabilities, siphoning brand dollars from TV and social ad budgets. Long-Term Changes. Brands should anticipate a second Prime Day in October this year—and going forward.

Brands can expect a flurry of political advertising on social media platforms that allow it throughout an election cycle, but particularly in the final push before Election Day. That’s likely to decrease inventory and increase prices, especially on social video ads. There are two main ways that commercial advertisers can mitigate the rising costs:. Bump up social spend in early to mid-2020.

But as the space matures, customers are happily turning to different providers for different use cases: Venmo, for example, is hugely popular for social spending, while Zelle’s higher transaction value indicates it shines for rent and other higher-value recurring transfers.