At the beginning of 2023, an unusual swath of clouds hung over the US social advertising market. Today, those clouds have largely dispersed, thanks to significantly higher ad loads, a continued focus on performance advertising, and a huge influx of ad spending from China.
KeyQuestion: What’s behind the upswing in the social ad spending market?
Key Stat: We expect social ad spending to grow 13.5% in 2024.
Here’s what’s in the full report
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Table of Contents
Executive Summary
The US social ad spending market has steadied itself
What this forecast covers
Meta at a glance
Facebook: Back to growth
Instagram: More logs for the fire
TikTok: Still rolling
Pinterest: Leaning into the bottom of the funnel
Snapchat is still making its way out of the wilderness
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