For years it has seemingly been gangbusters on growth in the ads industry, particularly in digital advertising.  Now, for the first time in ages, that growth seems to be slowing, and in some cases, even reversing. 

According to Insider Intelligence and their Ad Spend Forecast marketers are expected to spend $65.31 Billion on social marketing this year.  That represents a 3.5% growth rate over 2021, but a huge departure from forecasts, which were over $74 billion.  In other words, growth of digital advertising is not keeping pace with the economy, coming in roughly 7% lower than expected.

While growth is expected pick up in the next two years—led mostly by TikTok and a surge in social video advertising—the $79.28 billion projected in 2024 will be more than $20 billion below Insider’s March 2022 expectation. 

There seems to be a general downturn in social media fortunes of late, as the pandemic boredom begins to lessen and people go back to being social in person.

A year ago, companies like Facebook parent Meta and Snap Inc reported double-digit percentage increases in quarterly revenues; in the most recent third quarter, Meta’s revenues and net income dropped and Snap’s revenues trailed analysts’ estimates.

Predictioins on winners and losers:

From our seat at Hemon Media atop tons of advertising accounts across platforms, we can take a swag at predictions on who will fare better and worse with the coming shakeup:

  • TikTok stands to realize the biggest gains in ad revenues among social provided it can steer safely through increasing government pressure related to Chinese influence on American politics.
  • Meta will suffer as Zuckerberg continues to wander around La La Land and Facebook posts its first-ever annual decline in revenues. Twitter’s revenue growth will also slow in 2022, 2023, and 2024; the company is expected to lose tens of millions of users over the next two years as Elon Musk tries to spit shine a turd.

A ton of this has to do with measurement, and paid traffic not being the safe bet it once was due to signal loss and other post iOS14 fallout. Whatever the reason, there are going to be a lot of agencies falling by the wayside as true marketing skill once again becomes the nexus for success in digital advertising.  

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149 Responses

  1. Reading your article has greatly helped me, and I agree with you. But I still have some questions. Can you help me? I will pay attention to your answer. thank you.

  2. Our team of experienced professionals Alanya Escort understands the unique challenges faced by bloggers and knows how to navigate the ever-changing digital landscape. We take the time to understand your blog’s niche, target audience, and goals, allowing us to develop customized strategies that resonate with your readers and drive engagement.

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  6. I am currently writing a paper that is very related to your content. I read your article and I have some questions. I would like to ask you. Can you answer me? I’ll keep an eye out for your reply. 20bet

  7. Heya i’m for the first time here. I came across this board and I findIt really useful & it helped me out a lot. I hope to give something back and aid others like you helped me.

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  13. Howdy just wanted to give you a quick heads up and let you know a few of the
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  14. It’s appropriate time to make some plans for the future and it is time to be happy.
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  18. Hey I know this is off topic but I was wondering if you knew of
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    I truly enjoy reading your blog and I look forward to your new updates.

  19. You actually make it seem so easy with your presentation but I find this topic
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  20. Hello, Neat post. There’s an issue with your website in web explorer, may test this?
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  21. Do you mind if I quote a few of your articles as long
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    I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about making my own but I’m not
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  25. Good day! I know this is kinda off topic nevertheless
    I’d figured I’d ask. Would you be interested in trading links or maybe guest authoring a blog post or vice-versa?
    My blog discusses a lot of the same subjects
    as yours and I think we could greatly benefit from each other.
    If you happen to be interested feel free to send me an e-mail.
    I look forward to hearing from you! Great blog by the way!

  26. Hmm is anyone else experiencing problems with the pictures
    on this blog loading? I’m trying to find out if its a problem on my
    end or if it’s the blog. Any suggestions would be greatly
    appreciated.

  27. You could definitely see your enthusiasm in the article you write.
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