Social Media


Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

Instagram Stories is increasingly popular with social media marketers. Last year, one in three Instagram posts containing "#ad" was a story, according to a study by Klear.

Dismayed by a shortage of high-quality bras, and limited store inventory, Heidi Zak co-founded the direct-to-consumer (D2C) startup ThirdLove in 2013. The mission was simple: make shopping for a bra a better experience. With a strong focus on personalization, ThirdLove stocked a wide range of sizes and styles and used customer data to create an innovative buyer journey.

Facebook reported its Q4 2018 earnings on Wednesday, beating expectations for ad revenue and user growth. In this eMarketer Analyst Insight, Senior Analyst Jasmine Enberg and Principal Analyst Debra Aho Williamson explain four key takeaways for advertisers.

The recent news that Facebook is in early stages of combining the messaging features of several of its properties, as reported by The New York Times last week, raises many questions about how advertisers and users will be affected. In this eMarketer Analyst Insight, Debra Aho Williamson and Jasmine Enberg explain what it could mean for these two groups.

Instagram’s future is deeply intertwined with Facebook. Much of Instagram’s ad business growth is largely due to the fact that extending an ad buy is as easy as checking a box in Facebook Ad Manager. And with features like Instagram Stories becoming highly successful, there's pressure to continue delivering hit marketing concepts.

In the latest episode of "Behind the Numbers," forecasters Monica Peart and Eric Haggstrom dig into eMarketer's latest estimates for global social network use, highlighting markets where players other than Facebook show noteworthy uptake.

No social app since Snapchat has succeeded in capturing significant usage in the US. But the Chinese-owned, short-video app TikTok is enjoying sudden growth in popularity. Can it buck the trend and challenge the existing social networks?

Facebook Watch users still make up a small percentage of total worldwide Facebook users. Can the video service compete with the likes of Youtube and Netflix?

While the number of US marketers that use Pinterest continues to steadily rise, the platform is trying to increase advertisers’ interest by expanding its search products and diversifying its audience by adding more male users.

eMarketer Analyst Insight: Facebook's share of digital ad revenues far exceeds its share of digital media time. With average ad revenues per user growing as absolute time spent with Facebook in the US stagnates, the gap is expanding, leading to higher costs to grab the average user's attention.

Twitter reported its Q4 2018 earnings Thursday, and although it beat revenue expectations, monthly usage fell for the third straight quarter to 321 million. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

Snap Inc. reported Q4 2018 earnings Tuesday and, like Facebook, beat expectations for revenue and usage. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

While disclosure continues to dominate the conversation around influencer marketing, data compliance laws are adding another layer of confusion—and cost—for those operating in this evolving market.

In the latest episode of "Behind the Numbers," Debra Aho Williamson, principal analyst at eMarketer, discusses the underlying reasons internet users pick different social networks, and how Snapchat fits in, both in the US and worldwide.

In the latest episode of eMarketer's "Behind the Numbers," analyst Debra Aho Williamson highlights some of her predictions for social media in 2019. What's in store for Facebook? What pitfalls must Instagram avoid? Will the stories format continue to win over users?

How big is the audience for Facebook's video channel, Facebook Watch, and how has the social network's video strategy evolved? In the latest episode of "Behind the Numbers," analysts Debra Aho Williamson and Paul Verna discuss Facebook's various video efforts and how they stack up against the competition.

Facebook took a drubbing all year long—or did it? The social network's usage edged down in the US as teens migrated to other platforms (among them, Facebook unit Instagram) and consumers worried about privacy and other issues. But the company also rolled out waves of new products and scored huge revenue gains. Throughout the year, "Behind the Numbers" tracked Facebook's challenges, triumphs and evolving ambitions.

Social behaviors are shifting to stories. Advertisers want to be where users are, but how can they create effective ad campaigns that drive results? We spoke with executives at Facebook, Instagram and Snapchat to get the secrets to story advertising success.

While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.