Social search is gaining ground. Roughly two-thirds of US consumers search on at least one social platform in ways that can influence every part of the consumer journey.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

The news: While brands invest heavily in social media giants like Instagram and Facebook, smaller platforms are showing steady growth—indicating a future where ad opportunities go beyond the big players. While the Meta platforms make up an enormous 72.5% of US social network ad spending, smaller social media platforms are holding their own, experiencing growth at a similar rate to Meta. Our take: While advertisers shouldn’t discount the massive reach Meta offers, smaller players are increasingly valuable for driving results, especially as competition intensifies on larger platforms.

At Cannes Lions 2025, commerce media partnerships once again reigned supreme. Once the domain of digital shelf tactics and retail data, commerce media is now reshaping how brands show up across social platforms, connected TV (CTV), and in-store displays. This year’s festival offered a glimpse into a more integrated, AI-driven future—one where conversational ads, programmatic pipes, and real-world touchpoints blur the lines between media and purchase.

The news: Cannes Lions 2025 marked a shift in retail media strategy, with platforms like Pinterest and Reddit forging deeper ties with retailers. CVS announced a clean room data partnership with Reddit to allow targeting based on shared first-party data, launching a Sensodyne and Advil campaign this fall. Pinterest partnered with Instacart to enable shopping from pins and connect ad exposure to sales via closed-loop attribution. Our take: Social platforms are becoming full-funnel retail media environments. By fusing community context with purchase signals, these integrations aim to blend discovery and commerce in real time—paving the way for more data-rich, measurable campaigns.

The news: Pinterest is partnering with Instacart to allow advertisers to power their campaigns using the latter’s first-party data—a move that will enhance the value of both companies’ ad platforms while advancing Pinterest’s shoppable ambitions. Our take: Pinterest’s ability to engage the all-important Gen Z cohort, along with its role as a source of inspiration and product discovery, is making it a more strategic asset for brands and retailers. As economic uncertainty drives companies to be more careful with their ad dollars, Pinterest’s ability to reach audiences at every stage of their customer journey—now bolstered by access to Instacart’s first-party data—positions it as an even more valuable partner.

As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.

The news: Pinterest will host high-performing influencer content posted on affiliate shopping platform LTK, automatically bringing popular images from the platform to Pinterest, according to The Verge. Pinterest also hired Chip Jessopp, former Amazon director of global accounts and ad tech sales, as head of programmatic, per Digiday. Jessopp will help Pinterest create new demand channels while scaling its programmatic abilities. Our take: Pinterest’s moves could better position it as a legitimate competitor in digital advertising and a promising growth area for influencers and marketers—giving the platform more legs against social commerce giants like Meta and TikTok.

The number of social network users in the US will tick up 1.7% YoY this year, while adult users will see almost 2% growth. But time spent on social networks among adult users will peak this year, meaning the battle for engagement is on.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media—and which parts of each might fare best and worst.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

Strong Q1 ad results show resilience: But AI, tariffs, and antitrust pressures will reshape how and where marketers spend in 2025.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

With AI tools creeping into shopping, Google could borrow Pinterest’s discovery model to stay relevant in design, DIY, and fashion search.

Social media usage in Canada continues to grow, but it’s spread across a wider range of networks. Meta’s Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.

Pinterest’s Q1 involved strong user and global revenue growth: US monetization, though, could be under pressure moving forward.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.