Digiday's surveys reveal that this year, Pinterest has overtaken X as the leading platform for brand usage, marking a significant shift in social media marketing strategies.
In a notable change, 30% of brand and retailer professionals reported posting on Pinterest in the last month, outpacing the 21% for X. This indicates growing confidence in Pinterest as a valuable marketing tool.
While Pinterest has shown a steady increase in brand engagement, ad spend trends reflect that only 26% of brands were purchasing ads on Pinterest last summer, highlighting a disparity between usage and advertising investment.
A comparison of brand engagement reveals that Twitch lags behind significantly, with just 11% of brands posting content recently, underscoring the unique challenges UGC platforms face in brand strategy.
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