- Growth Daily
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- Friday, December 20
A lot of people are logging off today for the holiday break. If that’s you, we’ll see you in 2025! Otherwise, we’ll see you again on Monday ✌️
🌟 Today’s Highlights:
LinkedIn launched a new Companies Hub for B2B marketers
Instagram teased upcoming AI-generated video elements
Bluesky is getting link click metrics “in the very near term”
📊 Stat of the Day: X has had a 12% growth in Gen Z users over the past two years. (Source: X)
💡 Today’s Insight: How ad spend is spread across social platforms
💡 Today’s Insight 💡
🗞 TL;DR - It’s no secret that a combination of ad platforms is a good strategy to maximizing spend. But what’s the right mixture of ad spend? Well, that’s an answer that’s pretty distinct to your own org. But with Sensor Tower’s latest State of Digital Advertising Report, you can take a look at how ad spend is spread across social platforms as a whole in the US.
💡 Insight - In the US, social media made up $117 billion of ad spend in H1 2024. Here’s the breakdown of the share per social platform:
Facebook made up 36.3% of spend with Meta platforms receiving $74.B of ad spend in H1 2024
Instagram made up 27.5% of ad spend
YouTube made up 15.5% of ad spend
TikTok made up 9.5% of ad spend
LinkedIn made up 4.8% of ad spend
Now, you could take this in two different ways: if these platforms are working for you, great! There’s clearly momentum there and (probably) the engagement to back it up.
On the contrary, maybe this is a sign to reallocate some of your ad spend from saturated platforms like Facebook toward less competitive platforms like LinkedIn.
⚡️ Today’s Headlines ⚡️
💼 LinkedIn launched a new Companies Hub to boost B2B intelligence. The new hub within Campaign Manager is a major enhancement to its Company Engagement Report to give B2B marketers deeper insights into how companies engage with their brand.
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🖌️ Instagram previewed upcoming AI video elements. Soon, via an integration with Meta’s Movie Gen engine, IG users will be able to create edits of their video clips in-stream, switch to different AI-generated backgrounds, outfits, and more.
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🔗 Bluesky is getting link click metrics soon. Bluesky’s Emily Liu said they’re coming “in the very near term” on a call with the Online News Association and were discussed alongside its planned premium subscription model.
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