According to Digiday+ Research, many digital marketers are thinking about making social media marketing strategies and budgets on platforms that rely on user-generated content. X is the biggest user-generated content (UGC) focused app and marketers have started making marketing strategies on this platform since 2022. But the new survey reveals that Pinterest, another UGC focused platform, is becoming a favorite of many marketers this year. Many retailers and marketers are budgeting more ad spend for Pinterest than for X.
Digiday+ found out that Pinterest is ranking the highest among other UGC focused platforms (X and Twitch). Pinterest also has the highest brand usage than X, which is a huge change from last year. 30% of the brand retailers have said that they have posted content on Pinterest last month while 21% said that they have posted brand content on X last month. Comparatively, 28% of the brand retailers and marketers said that they posted brand content on Pinterest last summer, while 35% said that about X. This shows that now marketers are interested about Pinterest more than X. On the other hand, Twitch is far behind these platforms with only 11% marketers saying that they have posted content on Twitch last month.
Looking at brands' ad spend on Pinterest last summer, 26% of brands said that they purchased advertising on Pinterest but this summer, only 21% of brands purchased advertising on the platform. There can be several reasons for this dip, but the prominent one is probably Pinterest’s push to grow its advertising last year. Many brands purchased ads last year because they were seeing how Pinterest and its teams were pushing advertising, but they soon saw that their purchased ads didn’t pay off on Pinterest. Even with this dip, Pinterest is still the top UGC focused platform in terms of ad spend. Both X and Twitch just saw 8% marketers purchasing ad spend this summer.
Digiday’s survey also found out that X is constantly declining in ad spend and usage. In summer 2022, 73% of marketers and brand retailers posted content on X which then declined to 35% in summer 2023 and soon fell to 21% in summer 2024. Similar is the case with purchasing advertisements on X. In summer 2022, 21% brands purchased ads while 14% did so in summer 2023. This year the ad spending on the platform has declined to just 8%.
Although Twitch is not that popular among brands, its ad spending has remained steady. 11% brands did marketing on Twitch this year but 9% the summer before. In summer 2022, 12% brands and marketers advertised on the platform. The ad spending on Twitch was 8% this year, 7% in 2023 and 6% in 2022.
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Digiday+ found out that Pinterest is ranking the highest among other UGC focused platforms (X and Twitch). Pinterest also has the highest brand usage than X, which is a huge change from last year. 30% of the brand retailers have said that they have posted content on Pinterest last month while 21% said that they have posted brand content on X last month. Comparatively, 28% of the brand retailers and marketers said that they posted brand content on Pinterest last summer, while 35% said that about X. This shows that now marketers are interested about Pinterest more than X. On the other hand, Twitch is far behind these platforms with only 11% marketers saying that they have posted content on Twitch last month.
Looking at brands' ad spend on Pinterest last summer, 26% of brands said that they purchased advertising on Pinterest but this summer, only 21% of brands purchased advertising on the platform. There can be several reasons for this dip, but the prominent one is probably Pinterest’s push to grow its advertising last year. Many brands purchased ads last year because they were seeing how Pinterest and its teams were pushing advertising, but they soon saw that their purchased ads didn’t pay off on Pinterest. Even with this dip, Pinterest is still the top UGC focused platform in terms of ad spend. Both X and Twitch just saw 8% marketers purchasing ad spend this summer.
Digiday’s survey also found out that X is constantly declining in ad spend and usage. In summer 2022, 73% of marketers and brand retailers posted content on X which then declined to 35% in summer 2023 and soon fell to 21% in summer 2024. Similar is the case with purchasing advertisements on X. In summer 2022, 21% brands purchased ads while 14% did so in summer 2023. This year the ad spending on the platform has declined to just 8%.
Although Twitch is not that popular among brands, its ad spending has remained steady. 11% brands did marketing on Twitch this year but 9% the summer before. In summer 2022, 12% brands and marketers advertised on the platform. The ad spending on Twitch was 8% this year, 7% in 2023 and 6% in 2022.
Read next: The Social Media App Everyone’s Flocking To: Reddit’s Astonishing Rise in User Engagement!
