Social Media


Not only do consumers want businesses to be open and honest in their social posts, they actually hold businesses to a higher standard than they hold for themselves.

We let the eMarketer interns take over the studio for a day so they could explain their digital behaviors to the world. Are these younger folks using Facebook the way they used to? What do they use each of the social media platforms for? What do they think about digital advertising? How do their spending habits vary?

A new survey finds a bit of common ground between marketers' priorities and consumers' preferences when it comes to content posted on social platforms.

Snap Inc.'s share price stumbled Wednesday after the company disclosed user growth that failed to meet Wall Street expectations. But that reaction obscures gains for Snapchat's programmatic advertising platforms.

Jim Hertzfeld, chief strategist at digital agency Perficient Digital, discusses how some brand marketers are connecting marketing data to merchandising data to maximize the value of what's available to them.

The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.

Social media marketers and advertisers are looking beyond the hype and mysticism of AI, and seeing its potential for both effective campaign management and optimization. eMarketer has curated this Roundup of articles, insights and interviews so you too can get a sense of the real reality of AI and how it can support your social campaigns. (Robot not required.)

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Google’s expected return to China, plus a new kind of tutor.

Some marketers deploying influencer campaigns in China use the terms "KOL" and "wanghong" interchangeably. Do you know the difference?

A new study finds that social media users who have been swayed to make a purchase based on a stranger's recommendation were most likely to buy products like clothing, electronics or beauty items.

We may believe we’re each living in our own social media bubble full of like-minded folks, but new survey data suggests that some of us are being persuaded to change our minds thanks to social posts.

Long-form video is spreading across social media. Some marketers are placing pre-roll and mid-roll ads in social shows, but the audiences are small and the measurement capabilities are limited.

Andreas Reiffen, founder and CEO of Crealytics, discusses how fashion retailers are using marketing data to efficiently identify trends and adjust their production efforts accordingly.

Billy Boulia, vice president and group director of social strategy at Digitas, talks about about the value of social in-stream advertising and the challenges ahead.

Joseph Barbagallo, manager of digital, social and CRM at Jaguar and Land Rover North America, discusses what it takes to get social in-stream advertising right.

Strong headwinds are certainly ahead for influencer marketers. For one, it's looking like this will be the year that the US Federal Trade Commission (FTC) will become more heavily involved. eMarketer has put together this selection of articles, insights and interviews so you can understand what will be critical to influencer marketing in the coming months to be prepared—and to avoid the risks.

Frank Amorese, senior media director of Heineken USA, discusses his discoveries and best practices in digital video advertising.

Instagram’s user base in Switzerland has almost tripled since 2015, according to eMarketer’s latest forecast. More than half of social network users in the country, or 1.9 million people, will access the platform regularly in 2018.

Twitter continues to reign supreme in Japan, with almost 64% of the country’s social network users, or 34.0 million people, logging on to the platform this year, according to eMarketer’s latest forecast.