Influencer marketing spending in the US is set to grow more than 30% this year and surpass a key milestone. According to our inaugural forecast on US influencer marketing spending, the category will exceed $3 billion in 2021 and will surpass $4 billion next year.
K-pop group BTS teams up with YouTube’s Shorts: The two launched an exclusive dance challenge as the platform works to install a globalized base in the heady competition among short-form video apps.
Tensions rise over vaccine misinformation: Facebook and the Biden administration got into a scuffle over the weekend after the president said the platform's failure to curb all false stories about the COVID-19 vaccine prevented the US from reaching its July 4 vaccination goal.
On today's episode, we discuss social media moderation: How is new regulation keeping social media marketers honest, which social platforms are taking the lead on self-moderation, and how have brands already fallen foul of local laws. Tune in to the discussion as eMarketer principal analyst Bill Fisher hosts senior analysts Jasmine Enberg and Matteo Ceurvels.
Paying for content: Facebook announced this week that it will invest $1 billion in incentive programs for creators across its increasingly broad array of monetization products.
On today's episode, we discuss which “digital habits” are just myths, whether travel has reached pre-pandemic levels, whether conversational commerce can take online shopping by storm, social audio getting some new big partners, which platforms creators want to create for, what it would look like if companies were mini countries, and more. Tune in to the discussion with eMarketer principal analyst Paul Verna, forecasting analyst Peter Vahle, and analyst at Insider Intelligence Blake Droesch.
TikTok aims for platform and brand safety: The short-form video app rolled out a series of new content moderation guidelines for influencers, encompassing both sponsored and organic content.
Fleetus Deletus: Twitter is culling the underused Stories-like feature after a month of trying to improve adoption.
On today's episode, we discuss what Facebook has become and is trying to be, what to make of social media platforms looking more and more alike, and which of these "copycat" moves might strike gold. We then talk about the significance of Nextdoor going public, how India's social media content liability laws could impact Twitter (and others), and some changes as to what advertisers can, and can't, do on social media. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.
Going global: YouTube is expanding access to its TikTok clone, Shorts, to more than 100 countries this week as competition from TikTok heats up.
For the first time, we have published our TikTok user forecast for Mexico, one of the hardest-hit countries by the pandemic. As people there stayed home more in 2020, many turned to the internet for entertainment, and the number of monthly TikTok users surged 222.5% year over year, according to our estimates.
Creator economy crescendo: Amazon is quickly building out areas of its business that center on influencers, as the walls between social media and ecommerce erode and creators' roles in those spaces start to blend together.
Twitter bets more heavily on the algorithm: It's now recommending Fleets from other accounts to users in a bid to increase time spent and improve adoption of the Story-like feature.
On today's episode, we discuss what the most interesting areas of Amazon's business are, what longer videos mean for TikTok, why marketers should focus on Clubhouse and/or podcasts, why one company is bringing TV ads to console games, where Walmart beats Amazon, when we can expect to enjoy space tourism, and more. Tune in to the discussion with eMarketer director of forecasting Cindy Liu, forecasting analyst Peter Vahle and analyst at Insider Intelligence Blake Droesch.
TikTok copies Cameo: The Shoutouts feature will let fans pay for personalized videos from their favorite influencers, another monetization route that should help keep creators on the platform.
On today's episode, we discuss what Facebook's new virtual reality (VR) ads look like, the ad formats that will be unique to VR, and what's driving VR headset growth. We then talk about the breakdown of what Americans are watching on TV, whether we will ever see ads on Disney+ and Netflix, and whether YouTube TV has the answer for sports fans. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Victoria Petrock and Paul Verna.
The YouTube recommendation algorithm regularly recommends misinformation and other content that violates the company’s own policies per a new study. The findings further highlight the inherent tensions social media companies face when relying on algorithms to both drive and moderate content.
Social commerce sales in the US are picking up, but the size of the market pales in comparison to that of China, according to eMarketer’s latest forecast on social commerce.
Nextdoor's next steps: The company is planning to go public on the heels of a successful 2020, owing largely to huge user increases and growing interest among marketers due to its valuable location data.
Tweetus deletus: Twitter is now legally liable for unlawful content posted on its platform in India following its refusal to comply with the country's new social media laws. Its response could set a precedent for how it tackles similar liability laws in the future, including the US' Section 230.