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Despite all the fragmentation in the space, despite the political uncertainty, despite the inconsistent and ever-changing algorithms, social media remains an irreplaceable piece of brands’ and retailers’ marketing strategies. And within those strategies, Meta’s Facebook and Instagram platforms remain the examples of social marketing success.

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Traffic declines and the economy: Those were the biggest challenges publishers faced last year, and they’ll be on repeat again this year.

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We’re barely a month in and 2025 has already had some ups and downs. And agencies’ feelings about the year are reflective of that: Agencies are overwhelmingly concerned about client budgets in 2025, but they’re also optimistic that it will be a good year overall.

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The theme of optimism in marketing continues: Marketers said they’re coming off a successful year in 2024, they expect to have bigger budgets to spend in 2025, and now they see advertisers spending more this year.

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Marketers are coming off of what they felt like was a pretty successful year last year, which is a good feeling. An even better feeling? Heading into 2025 expecting bigger revenues and bigger marketing budgets — a lot of which marketers will put toward influencer marketing.

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Publishers had mixed feelings about how 2024 shook out for their companies and the media industry as a whole, and it looks like those feelings are going to continue on into 2025. In other words, publishers are optimistic about this year in some important ways, but there are also some things they don’t feel great about.

This is according to a Digiday+ Research survey conducted in the fourth quarter of 2024 among more than 50 publisher professionals.

Digiday’s survey found that it’s a mixed bag for publishers when it comes to optimism for 2025 — they’re optimistic for their individual companies but not optimistic about the industry as a whole (similar to our findings about publishers’ feelings on whether 2024 was a successful year).

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It’s barely halfway through January, but publishers are already kicking off a busy year as they prepare for the inauguration and what another “Trump bump” might mean for them. But before that, about 50 publisher professionals took some time to reflect on 2024. What they told Digiday+ Research in a fourth-quarter 2024 survey is that revenues were up last year and media companies had a successful 2024 — but that success didn’t extend to the media industry as a whole.

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We’re wrapping up another eventful year. TikTok has found itself on the positive and negative sides of the news cycle, Google pulled its plans to kill third-party cookies and publishers continued to move the pieces of their revenue puzzles around searching for the right fit.

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The time to reflect on the year is upon us, and for marketers in particular, it looks like 2024 turned out to be a good one overall. Revenues were up for most, and many marketers even grew their staff this year.

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We established earlier this week that publishers are moving away from third-party cookies with or without Google. But when it comes to marketers, it turns out they’re a lot more hesitant to let go of cookies than their publisher counterparts, and, in particular, brand marketers are more hesitant than agencies.

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It’s been a notable year in many ways — one of which was Google’s decision over the summer to keep third-party cookies in its Chrome browser after all. Publishers saw this change of heart coming. But it’s not changing their own plans to move away from tracking consumers using third-party cookies.

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This year has marked yet another in which social media has been a dominant part in the conversations about marketers’ strategies and spending. To find out just how the year turned out for the various platforms, Digiday+ Research looked at surveys of brand, retailer and agency professionals conducted in the first and third quarters of 2024 to rank the top platforms based on usage and spending.

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