Platforms have been glomming onto the success of TikTok this year, launching copycat features or buying out competitors. Reddit, not known for its diverse communities, bought TikTok-rival Dubsmash last week to bolster its chops in that department.

Is that enough to tempt the ad dollars of time-poor planners away from Facebook (which commands 83% of the social media ad market share in the U.S.)? Buyers are pretty positive, according to Scott Nover’s piece.

“We could see brands begin to shift at least a portion of their marketing dollars to work with creators on Dubsmash,” said Alyssa Stevens, director of public relations and social media at independent agency Connelly Partners. 

We hear that brands want to diversify away from Facebook. But there’s often a gulf-like gap between the PR and the action. Dig a little deeper into the piece and hear details on what buyers say the platform needs to do to lure more ad dollars.

On the programmatic side, Andrew Blustein takes a detailed look at how and where ad buyers are spending their money in 2021. Spoiler: a chunky 39% have “ballpark estimates” for the year. There are plenty more stats over here.  

As ever, thanks for reading!

Lucinda

Lucinda.southern@adweek.com

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