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Learn More →Q1 2023 Paid Social Forecast and Trends
As Overall Growth Slows, Social Media Starts to Mature
Download
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As social media grows more “lean-back” than “lean-in,” it’s settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple’s AppTrackingTransparency.
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
Executive Summary
With little room left for user penetration, a recession looming, and ongoing challenges related to Apple’s AppTrackingTransparency (ATT), US social network ad spending growth in 2023 will be less than half what it’s been for most of the past decade, and it will remain that way through at least 2024.
KEY QUESTION: How will social network ad spending change, and what are the key trends in user behavior across social platforms?
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To view the full forecast, click here.
KEY STAT: From 2021 through 2024, the compound annual growth rate (CAGR) for social network ad spending will be just 7.9%.
Download
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
As social media grows more “lean-back” than “lean-in,” it’s settling into an era of more modest growth defined by short-form video consumption, stabilizing time spent, and ongoing challenges with Apple’s AppTrackingTransparency.
Table of Contents
Executive Summary
Social media is running out of headroom.
But social users remain very valuable.
Short-form video continues to dominate.
Time spent with social is almost flatlining.
Facebook faces another year of user and time spent declines.
Instagram keeps users on the hook and reels advertisers back in.
Meta’s Advantage+ tools had a strong showing in Q4.
TikTok remains social’s darling, but advertisers beware of a ban.
Gen Z is the social video generation.
What’s next for the ‘other’ platforms?
What should advertisers look out for in 2023?
Insider Intelligence Interviews
Sources
Media Gallery
authors
Max Willens
Contributors
- Jasmine Enberg
- Principal Analyst
- Paul Verna
- Principal Analyst
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