Every platform is auditioning for a new role this week, and some of these screen tests are going better than others.

X is still leaking, and not just users. Its EU audience keeps sliding, while H1 2026 ad revenue hit $710M, down 18.4% year-over-year.

That’s roughly 70% below 2022. Only about 1.9% of users pay for Premium. Ouch.

Meanwhile, Reddit wants a longer attention span. Its new 15-second Engaged Video Views goal lifted view-through rates 51% and completion rates 71% in alpha testing.

The platform says it’s best for trailers, demos and testimonials while the 6-second goal still suits quick hits. Worth trying out if you advertise on Reddit.

And TikTok moved the party to the comments. Voice notes, polls, nine-photo carousels and Live Photo replies are rolling out globally.

Engagement is migrating below the video. Your new community manager might’ve just become a creative hire, too.

Pinterest is running the brand-safety play. With 77% of active teens using search, it’s pitching itself as the anti-doomscroll platform.

Teens there adjust feed controls at nearly double the rate of other age groups. School-hour nudges expand to 30+ countries.

Landing days after the Meta and TikTok fines? Not an accident.