Social Media


eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna chat about Americans’ ever-changing media consumption habits. They also dissect planned spend on July Fourth, Gen Z’s selective social network use and a Wikipedia founder’s call for a social media strike.

eMarketer principal analyst Debra Aho Williamson discusses Instagram’s evolution by analyzing some of the most important emerging trends. She also weighs in on why people follow or unfollow brands, the “like” feature and TikTok’s interest-based ad targeting.

Every Friday on eMarketer’s “Behind the Numbers” podcast, we discuss the most intriguing headlines of the past week. Today, we cover the ongoing debate over whether major social and digital media services are platforms or publishers. We also delve into the gig economy, the music streaming space, drone deliveries and a peak that’s higher than Mt. Everest. Host Marcus Johnson leads the conversation with eMarketer guests Nicole Perrin, Aaron Root and Paul Verna.

eMarketer junior forecasting analyst Nazmul Islam shares our new numbers on internet usage among seniors in Canada and the factors contributing to our higher estimates. Watch now.

Social networks are generally thought to occupy the upper end of the digital marketing funnel. While brand awareness is still the bread and butter of social marketing, social may also have a place further along the path to purchase.

We estimate that more than half of the US Hispanic population will use messaging app WhatsApp at least monthly this year. The platform’s US Hispanic user base of 32 million is growing because of its data cost savings, messaging encryption capabilities and popularity in Latin American countries.

eMarketer senior forecasting analyst Oscar Orozco compares our time spent numbers on messaging and social network apps, and shares what activity is the likely influencer for growth. Watch now.

Social media principal analyst Debra Aho Williamson discusses Facebook co-founder Chris Hughes’ recent op-ed on breaking up the company he helped create with Mark Zuckerberg. What is Hughes proposing? Just how powerful is Facebook? And what should the government’s role be in regulating it?

In today’s “eMarketer Daily Forecast” video, senior forecasting director Monica Peart illustrates the diverging trend lines in US time spent on Snapchat and Instagram. Watch now.

eMarketer principal analyst Debra Aho Williamson discusses Facebook's latest F8 announcements, including the redesign, Instagram shopping features and upcoming Facebook Dating service.

Mary Meeker, “queen of the internet” and venture capitalist at Bond Capital, released her highly anticipated annual “Internet Trends Report” and touched on everything from digital media usage in the US to consumer confidence in China in the 333-slide presentation she gave at the Recode Code Conference earlier this month.

Instagram has introduced a branded content feature that will soon bring sponsored influencer posts to your newsfeed—even if you don't follow their account.

Facebook users are spending less time on the social platform, and that is leading to a reduction in overall time spent with social networks in the US. Time spent on social networks declined by 1 minute last year, a stark difference from the cumulative 13-minute gain in 2016 and 2017.

With scant details available on how Facebook’s upcoming “Clear History” tool will work, the impact on advertisers is hard to gauge. Those reliant on Facebook’s business tools may take a hit, but if the feature is not widely promoted to users, it may not be adopted in significant enough numbers to meaningfully impact ad sales.

Measuring influencer attribution is already an issue for marketers, and the recent privacy updates on browsers like Apple’s Safari and Google Chrome aren’t going to make things easier.

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

Building a social media following isn't just a great way to engage customers online, it can also help increase brick-and-mortar foot traffic.

eMarketer senior forecasting director Monica Peart unpacks our latest time spent numbers for Facebook and the factors influencing the shift. Watch now.

Direct-to-consumer (D2C) brands have traditionally relied on Facebook for cost-effective, performance-based marketing. But with climbing rates and uncertainty surrounding the roll back of Facebook’s ad-targeting features, D2C marketers have started diversifying their advertising strategy.

As a last-touch channel, social networks have doubled in visit share to US retail sites in the past two years. And the overwhelming majority of social referrals come from smartphones, according to Q1 2019 data from Adobe Digital Insights.