Social Media


For this update, we look at Instagram's test to remove likes, the launch of Facebook Pay, Twitter's new feature that allows users to hide replies and Snapchat's new longer video ad format, as well as an update on political advertising. It also includes a preview of our latest social network user forecast, which will be discussed in detail in our upcoming social network users report collection, publishing on December 12.

Facebook users in France and Germany are leaving the platform even faster than expected. For the second forecast in a row, we have downgraded Facebook user growth in both countries, as younger users shift to other platforms. In France this year, Facebook will experience a decline in users for the first time, whereas Germany experienced its first drop in users in 2018.

One in ten internet users is now on content aggregation site reddit. Its continued growth is primarily being fueled by an increasing percentage of people who use the app through mobile, though that figure still lags Facebook’s and Twitter’s, according to latest eMarketer estimates.

After not seeing enough healthy pet food products in the market, Jonathan Regev and Brett Podolsky, co-founders of The Farmer’s Dog, set out to shake up the pet food industry with healthier homemade food designed specifically for different breeds, ages and sensitivities. We recently spoke with Regev, CEO of The Farmer's Dog, about the company’s current customer acquisition strategy and the role trial discounts play in acquiring new customers.

Looking to reach college students during the back-to-school shopping season, grocery retailer Kroger turned to one of the marketing world’s buzziest new platforms: TikTok.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss TikTok's US image, whether competitors can copy it out of business and how in-app buying will affect the platform. Then they talk about the ANA Influencer Marketing Conference, why Facebook is introducing Stories to its dating service and whether Americans will miss seeing Instagram likes when they go away.

Following a redesign in early 2018 that prompted some US users to leave the platform and stifled growth elsewhere, Snapchat is making a comeback. New features and a rebuilt Android platform are giving the social network new momentum. In its latest forecast on worldwide social network users, eMarketer has upgraded its estimates for Snapchat users for 2019 through 2023.

Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view.

eMarketer junior analyst Blake Droesch, principal analyst Andrew Lipsman and junior forecasting analyst Nazmul Islam explain how Americans’ social media behaviors are changing, whether teens are more likely to use TikTok vs. Facebook, the impact of Tumblr’s “Group Chats” and the likely popularity of Twitter’s new “Topics” feature.

We spoke with Lone Thomsen, who was recently appointed global CMO of The Meatless Farm Co. The former head of media and communications at The Coca-Cola Co. discusses the brand's new partnership, its US market expansion and why plant-based diets are becoming so trendy.

eMarketer principal analyst Nicole Perrin and vice president of content studio Paul Verna face off on the topic of social media and how much it is to blame for our increasingly divided society. Then junior analyst Blake Droesch discusses social video content, how to reach young people in the morning and a new partnership between Verizon and Snapchat.

Social networks like Instagram, Snapchat and TikTok have ramped up their social commerce efforts in the past year, shifting toward an ecosystem where users can discover, shop and purchase products one place. Initially, these social commerce features were only offered to brands, but now social networks are experimenting by bringing the same tools to influencers.

eMarketer vice president of content studio Paul Verna discusses how another Disney is being created. He then talks about why Facebook is helping users take their photos and videos with them, why emotionless TV ads aren't thinking long term and why there was a flurry of political ads on Facebook over Thanksgiving weekend.

eMarketer junior analyst Blake Droesch and principal analyst Nicole Perrin talk about the varying positions that the major social platforms have taken on political advertising. They also discuss early reactions toward Disney+, TikTok influencers and a new community hub feature from Tumblr.

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

eMarketer forecasting analyst Rini Mukhopadhyay tees up our usage figures for mobile messaging apps worldwide, which recently hit a tipping point against mobile phone social network users.

Since Instagram rolled out its Checkout feature earlier this year, brands have begun linking influencer content to shopping tools as a way to drive—and measure—direct sales. Should the platform hide likes from public view, which it began testing in the US this week, influencer marketers could be forced to look beyond vanity metrics to more advanced measurement tools, including social commerce and in-store purchase behavior.

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

eMarketer senior analyst Jasmine Enberg joins principal analyst Nicole Perrin to discuss a Pew Research Center survey about Americans’ opinions about social media and the news, and whether people really consider Facebook a go-to source of information about current events.