Digital media budgets for almost all companies are essentially put into three buckets (larger companies might have a local publisher/programmatic/digital TV bucket as well).
1. Google Search
2. Meta/YouTube (maybe TikTok)
3. Other platforms/bets
Bucket three is basically all of Reddit/Snap/X/Pinterest/LinkedIn etc., they are all sub scale, and they all perform worse than the other platforms in almost every single niche. None of them work particularly well, everyone knows they don't work super well, but we all keep throwing a few dollars their way because the idea of business performance being at the whim of two companies is frightening. They're all fighting over scraps though.
I'm probably being a little hyperbolic, but probably not by much.
1. Google Search
2. Meta/YouTube (maybe TikTok)
3. Other platforms/bets
Bucket three is basically all of Reddit/Snap/X/Pinterest/LinkedIn etc., they are all sub scale, and they all perform worse than the other platforms in almost every single niche. None of them work particularly well, everyone knows they don't work super well, but we all keep throwing a few dollars their way because the idea of business performance being at the whim of two companies is frightening. They're all fighting over scraps though.
I'm probably being a little hyperbolic, but probably not by much.