Direct Response Is a Growing Battlefield for Meta, Snap and Pinterest

Written By Debra Aho Williamson

February 21, 2024—This chart tells quite a story about the recent fortunes of Meta, Snap and Pinterest. Meta's growth has been nothing short of enormous, while Snap has missed out on some opportunities, and Pinterest has seen steady and reliable growth.

But what's really interesting is how each platform is doing in direct response advertising.

Meta has long been the king of social media direct response advertising, and it doesn't look like that's going to change anytime soon.

Snap is playing catch-up, but its direct response business is growing.

Meanwhile, Pinterest's recent partnerships with Amazon and Google could help it become the direct conduit to sales that it was always meant to be.

As I told Investors Business Daily's Ryan Deffenbaugh in the article where this chart appears, "The big are definitely getting bigger." It's clear that Snap and Pinterest are making moves to stay relevant and competitive. But the question remains: will either one be able to challenge Meta when it comes to direct response advertising?

Debra Aho Williamson

Debra Aho Williamson is a dynamic analyst and market influencer known for her ability to spot shifts in consumer behavior that create tectonic changes in marketing strategies. As founder and chief analyst at Sonata Insights, Debra provides research and advisory services to businesses that want to break new ground and lead industry conversations about the transformative impact of AI on marketing and consumer behavior.

https://www.sonatainsights.com/
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