Social Media


In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses the recently leaked documents allegedly showing that Facebook used consumer data as leverage. What's going on inside Facebook, and how are these scandals affecting usage?

In today’s “eMarketer Daily Forecast” video, senior forecasting analyst Oscar Orozco explores our numbers on social network audiences. Watch now.

Despite the company’s efforts to increase their male audience, we predict 70% of Pinterest users will still be female by the end of the year. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam explains why. Tune in.

More than 30 million Hispanic Americans use WhatsApp, far ahead of other platforms like Instagram and Twitter, according to our estimates. In today’s “eMarketer Daily Forecast,” junior forecasting analyst Nazmul Islam provides a quick look at WhatsApp usage among US Hispanics. Tune in.

More than 35 million Americans are enhancing their social media experiences with augmented reality (AR), according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting analyst Showmik Podder provides a quick look at AR usage among US social network users. Tune in.

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

Snapchat has been busy lately trying to woo marketers. While we predict that Snapchat will cross $1 billion in US net ad revenues in 2020, reaching this milestone took longer than anticipated.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Andrew Lipsman explains why Checkout on Instagram will work—and why it may also struggle.

Despite industrywide calls to combat fraud, fake followers are still a top concern among influencer marketers.

After their kids are tucked in, 71% of mothers and 60% of fathers use social media; 66% of mothers and 53% of fathers said they talk on the phone or text. Moms are more likely than dads to use this time for interaction with people outside of the household, according to an August 2018 survey by Brigham Young University and Deseret News.

Following its unpopular redesign, Snapchat has been struggling to gain users in the US. As a result, eMarketer has significantly downgraded its growth outlook for Snapchat in its latest US social usage forecast. For the first time, Snapchat will lose US users this year, with growth expected to flatten in 2020.

A non-election year and big social network competition are likely some of the reasons why Twitter's monthly active users contracted 2.6% in 2018. In today's "eMarketer Daily Forecast," senior forecasting analyst Oscar Orozco provides a quick look at our usage estimates for Twitter. Tune in.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin discusses Mark Zuckerberg's recent op-ed in The Washington Post, in which he calls for new internet regulations.

There is an exodus from Snapchat in the UK. For the first time since its inception, the social network’s user base will begin to decline in 2019, according to eMarketer’s latest UK social usage forecast. Since last year’s redesign of the platform, users are leaving in favor of Instagram and other competitors.

Data-sharing scandals and public outcry keep driving Facebook to change its ad targeting features. Here’s a list the ways Facebook has changed how ads can be targeted on its platform.

A significant number of retailers in North America are now working with influencers as part of their marketing strategy. According to polling by Retail TouchPoints for referral marketing platform Extole, 31% of retailers said they have worked with brand advocates to become influencers, 30% used microinfluencers and 28% used paid celebrity influencers.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses how marketers are using influencer marketing successfully and getting past some of the issues holding the tactic back.

There are now more than 500,000 active influencers operating on Instagram alone, according to a study by InfluencerDB. That’s 39% of all Instagram accounts with more than 15,000 followers. And among this group of active Instagram influencers, 81% have followings between 15,000 and 100,000.

Big news means bigger earnings for Twitter—and their Q4 2018 revenues, which beat expectations, proves that the company was able to leverage its real-time conversation appeal to bolster video ad sales during the big news events of the past year.