Ad buying traffic shifting toward Snapchat, TikTok, and Pinterest – iTWire

GUEST OPINION: The gains by Snapchat, TikTok, and Pinterest were actually more dramatic than the traffic losses for Twitter and Facebook. The pattern looks very consistent when the sites are compared on a quarterly basis. Versus the first quarter of 2022, Twitter is down 17.8% and Facebook is down 4.6%, while Snapchat is up 125.1%, ads.Pinterest.com is up 34.1%, and TikTok is up 28.8%. Bouncing back compared with FebruaryAd buying traffic for all these players except Snapchat was up significantly from February to March, suggesting the return of some advertiser interest. ads.TikTok.com saw the biggest month-over-month gain, of 14.8%, despite the glare of regulatory scrutiny from the US Congress and the White House. Share of traffic continues to shift away from FacebookFacebook’s engagement with businesses and advertisers continues to show signs of shrinking in terms of share of traffic. However, for perspective, Facebook continues to own the lion’s share of the traffic in this category. The comparison is not an exact one because Facebook’s business portal is used for other purposes like organic social media marketing, which is why we focus on relative measures like change in share or change in comparison with past years and months. Facebook could continue
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