Social Network Ad Spending Forecast

TikTok on the Rise, Meta on the Skids, Twitter on the Ropes

Report by Paul Verna  | Dec 13, 2022
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Report
Deck
The One-Pager
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Table of Contents
Executive Summary
Key Points
Social Network Ad Spending Growth Will Plummet in 2022
The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
Sources
Media Gallery
About This Report
Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what’s ahead in the next two years.
Topics
Social Media Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Social Network Ad Spending Growth Will Plummet in 2022
The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
Sources
Media Gallery

Executive Summary

The social ad market is in disarray. Market conditions have gone from bad to worse, and the turmoil at Twitter and Meta’s ill-timed bet on the metaverse have contributed to a major reduction in our outlook for social ad spending in 2022. One bright spot is TikTok, but even it isn’t immune to the challenges facing social media today.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What will US marketers spend on social network advertising through 2024, and how does our latest forecast differ from previous expectations?
  2. How does social network ad spending break down by platform and format?
  3. What’s driving changes in the social advertising ecosystem?

WHAT’S IN THIS REPORT? Our latest forecast for US social network ad spending, including breakouts by platform and ad format.

How Has Our US Social Network Ad Spending Forecast Changed? (billions, 2021-2024)
E-Mail ChartDownload

KEY STAT: Our forecast for social network ad spending in 2022 is nearly $10 billion lower than what we predicted just nine months ago. By 2024, the gap between our two most recent forecasts will exceed $20 billion.

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Table of Contents

  1. Executive Summary
  2. Key Points
  1. Social Network Ad Spending Growth Will Plummet in 2022
  2. The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
  1. Sources
  2. Media Gallery

Charts in This Report

How Has Our US Social Network Ad Spending Forecast Changed? (billions, 2021-2024)US Social Network Ad Spending, 2019-2024 (% change and % of total digital ad spending )
US Social Network Video Ad Spending, 2019-2024 (billions and % change)US Social Network Ad Spending per Social Network User, 2019-2024 (dollars and % change)
US Social Network Ad Revenue Growth, by Company, 2019-2024 (% change)US Social Network Ad Revenue Share, by Company, 2019-2024 (% of total social network ad spending)
US Facebook Ad Revenues, 2019-2024 (billions and % change)US Instagram Ad Revenues, 2019-2024 (billions and % change)
US Twitter Ad Revenues, 2019-2024 (billions and % change)US LinkedIn Ad Revenues, 2019-2024 (billions and % change)
US TikTok Ad Revenues, 2019-2024 (billions and % change)US Snapchat Ad Revenues, 2019-2024 (billions and % change)
US Pinterest Ad Revenues, 2019-2024 (billions and % change)

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Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Social Network Ad Spending Growth Will Plummet in 2022
The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
Sources
Media Gallery
About This Report
Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what’s ahead in the next two years.
Topics
Social Media Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Social Network Ad Spending Growth Will Plummet in 2022
The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
Sources
Media Gallery
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authors

Paul Verna

Contributors

Jasmine Enberg
Principal Analyst
Zach Goldner
Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Max Willens
Senior Analyst