A recent survey by Digiday+ Research has revealed a notable shift in digital marketers’ platform preferences, underscoring an increased interest in Pinterest for user-generated content (UGC) marketing. This marks a significant change as Pinterest now leads the field, surpassing X (formerly Twitter). While the adoption of Pinterest for brand engagement has surged, it appears X is experiencing a steady decline in both ad spend and usage among brand retailers and marketers.
Pinterest Emerges as Leader in UGC Marketing
Increased Brand Usage of Pinterest
Earlier this year, approximately 30% of brand retailers utilized Pinterest to post content, a stark contrast to the 21% who did so on X. This represents a considerable shift from the previous year when 35% of marketers engaged with X, and only 28% used Pinterest for UGC marketing. The rising preference for Pinterest can be attributed to its focus on visually driven content, which tends to garner higher engagement rates from users. Additionally, Pinterest’s unique platform features, such as the ability to categorize and save posts into boards, have made it a favorite for brands looking to create lasting user engagement.
Despite a slight dip in ad purchases—from 26% last summer to 21% this summer—Pinterest remains the top platform for UGC-focused ad spending. The decline can be attributed to an aggressive push by Pinterest last year, leading to high ad expenditures that ultimately did not yield the anticipated returns. However, the platform’s engagement capabilities are still considered superior, providing brands with a more effective avenue for connecting with consumers through user-generated content. Staying ahead in UGC marketing, Pinterest continues to draw brands eager to capitalize on its consistent and visually engaging medium.
Consistency in User Engagement
Pinterest’s user engagement consistency is pivotal in its appeal to marketers. The platform’s nature encourages users to spend extended time browsing and interacting with content, thus increasing the likelihood of monetary conversion. Consequently, this sustained engagement has translated into higher brand loyalty and more authentic user interactions. Such qualities help Pinterest maintain its position as the leading UGC marketing platform, despite the minor dip in ad spending.
Additionally, Pinterest’s demographic targeting capabilities allow brands to reach audiences more effectively. The platform offers valuable analytics that enable marketers to tailor their campaigns to specific user preferences and behaviors, enhancing the overall impact of their UGC strategies. These advanced features give Pinterest an edge over other platforms, proving its invaluable role in modern digital marketing plans aimed at maximizing user engagement and return on investment.
The Decline of X in UGC Marketing
Decrease in Platform Usage and Ad Spend
In stark contrast, X has seen a steady decline in brand engagement, with the number of marketers using the platform plummeting from 73% in 2022 to just 21% in 2024. Ad spending on X has similarly dipped from 21% in 2022 to a mere 8% in 2024, reflecting a significant downturn. This decline can be linked to various factors, including changes in platform dynamics and the proliferation of more engaging alternatives like Pinterest. While X has been traditionally strong in real-time conversations and immediate social interactions, it appears to fall short in delivering the sustained engagement brands seek from UGC campaigns.
The drop in both usage and ad spend suggests a broader disinterest in X’s utility for long-term marketing goals. Marketers find that while X is excellent for rapid brand interactions, it does not foster the same level of user engagement as visually driven platforms. Therefore, the trend away from X is expected to continue as brands seek more engaging and robust forms of UGC to connect with their audiences.
Limited Engagement Opportunities
The limitations of X are becoming increasingly apparent to marketers focused on long-term engagement strategies. Unlike Pinterest, which leverages visual content to maintain user interest, X’s text-heavy format often results in shorter user interaction spans. This disparity between content formats has led many brands to reassess their digital marketing investments, favoring platforms that offer richer, more immersive user experiences.
The steady decline in X’s usage underscores the need for the platform to evolve if it wishes to remain relevant in the competitive landscape of UGC marketing. Without significant changes to enhance user engagement and capture long-term brand loyalty, it may continue to lose ground to more visually compelling and interactive platforms. For marketers, this means pivoting towards digital spaces that better align with their engagement objectives and provide more consistent returns on their investment.
Stability of Twitch in the UGC Space
Slight Fluctuations in Usage
Twitch, although not as prominent as Pinterest, has shown relative stability in the UGC marketing space. Brand marketing on Twitch slightly fluctuated from 12% in 2022 to 11% in 2024, indicating a more or less steady usage pattern. This steadiness is noteworthy given the rapid changes in digital marketing dynamics. Twitch’s unique appeal lies in its live-streaming capabilities, which foster real-time interaction and community building. These interactive elements allow brands to engage more directly with their audience, creating a sense of authenticity and immediacy that is particularly effective for younger demographics.
Ad spending on Twitch mirrored its usage trends, remaining relatively stable, moving only from 6% in 2022 to 8% in 2024. This consistent investment in ads by marketers indicates a recognition of the platform’s unique strengths. Brands see value in Twitch’s ability to support live, interactive content, which is becoming ever more essential in a digital landscape increasingly driven by real-time engagements and spontaneous user interactions.
Interactive Engagement on Twitch
The interactive engagement opportunities on Twitch provide brands with a compelling avenue to connect with their audience. Through live-streaming, brands can create dynamic and real-time interactions that foster community building and enhance user engagement. This authentic and immediate form of communication resonates particularly well with younger demographics, making Twitch a valuable platform in the UGC marketing space.
Twitch’s appeal lies in the genuine connections it facilitates between brands and users, further solidifying its unique position in digital marketing strategies. Despite its relatively stable usage compared to other platforms, Twitch’s ability to offer interactive and engaging content ensures its continued relevance in the evolving landscape of UGC marketing.
