→ Snapchat spending dips for the second straight quarter on weaker cpM. a 4% decline in Q4. One newer source of inventory for advertisers has been Sponsored Snaps, which were announced in October 2024 and allow brands to send Snaps that appear in the Chat tab. New placements can influence pricing and volume trends over time. While many TikTok advertisers pulled back in early 2025, that trend is reversing and the platform continues to account for significant ad investment relative to Meta. Advertisers active on both platforms spent 24% as much on TikTok as on Meta in Q1. Reddit, Snapchat, and Pinterest all accounted for at least 13% as much ad spend as Meta for brands active on each platform, though the number of advertisers on these platforms is
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