Social Media


Since its launch in 2017, Peace Out Skincare—known for its Acne Dot patches—has been rapidly expanding its business through an exclusive partnership with Sephora, as well as its own direct-to-consumer (D2C) business.

eMarketer principal analyst Debra Aho Williamson and junior analysts Blake Droesch and Nina Goetzen at Insider Intelligence discuss the recent conversation around a Facebook ad boycott. They then talk about why Zynn ditched its pay-to-watch feature, Snapchat's announcements and why WhatsApp's digital payments service in Brazil was suspended so quickly.

Mattress company Simmons is turning to TikTok to help drive brand awareness and attract a younger audience as it looks to adapt in a competitive, digitally native space.

Uptick in US Adults' Social Media Usage Will Likely Normalize Post-Pandemic

When US consumers started spending more time at home in March and April, they also started using social media more, providing an unexpected boost to the platforms. That increased engagement continued into May.

Retail social commerce sales in China will grow to $242.41 billion (RMB1.675 trillion) this year, accounting for 11.6% of total retail ecommerce sales in the country, according to our latest estimates.

Publishers vs. Platforms? Censorship and Liability in Social Media

eMarketer principal analysts Mark Dolliver, Nicole Perrin and Debra Aho Williamson at Insider Intelligence discuss what a new executive order could mean for user-generated content. They then talk about why The Wall Street Journal is doing well, publisher expectations for Q2 and Facebook's latest TikTok-like music making app Collab.

The Weekly Listen: Joe Rogan Goes to Spotify, Twitter Reply Limits and TikTok AR Ads

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and forecasting analyst Peter Vahle at Insider Intelligence discuss Joe Rogan moving exclusively to Spotify, sports trickling back, Twitter letting users limit who replies to them, TikTok AR ads, a grandmother who violated GDPR, an entire indoor town and more.

The Weekly Listen: Well-Being as the New Luxury, a TikTok Change and Brands Lighten Up

Insider Intelligence principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna discuss whether well-being will be the new luxury, what TikTok's new CEO needs to do, brands lightening up, the localism trend, France's latest big tech bill, the fastest creatures on Earth and more.

TikTok Expands Shopping Features by Bringing Creators into the Fold

TikTok’s social commerce features are not as robust as Instagram's or Pinterest's, but the popular short-form video app has been slowly adding shopping ads while integrating creators along the way.

Social Networks See Boosts in Engagement Among Users, but Not Equally

More time spent at home during the pandemic means more time being spent on social media. But not all social platforms are benefitting in the same way. In our latest forecast on time spent with media in the US, we expect adult social network users to log an average of 1 hour, 22 minutes (1:22) per day in 2020, up nearly 7 minutes over last year.

Instagram Is on Pace to Overtake Twitter as a News Source

A similar percentage of users now turn to Instagram for news as they do Twitter, according to new data from the Reuters Digital News Report.

The Weekly Listen: The Good, Bad and Ugly of Working from Home, Instagram News and Interactive Spotify Ads

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, vice president of research Jennifer Pearson and vice president of content studio at Insider Intelligence Paul Verna discuss the good, the bad and the ugly of working from home, Instagram for news, "Starbucks Pickup," YouTube's "Direct Response" ads, Spotify's interactive ads, the truth about shooting stars and more.

Live streaming commerce—a form of online shopping that is interactive and takes place in real time—is creating new and innovative ways for brands and retailers to connect with consumers. The format has gained wide popularity in China particularly.

The Weekly Listen: Facebook's Polarization Puzzle, Social TV and Skipping Podcast Ads

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss polarization on Facebook, whether kids spend more time on TikTok or YouTube, how much people trust influencers, Facebook trying to make TV social, out-of-home advertising in Q1, podcast ad skipping, pyramids where they shouldn't be and more.

TikTok Is (Apparently) the Future

eMarketer principal analysts at Insider Intelligence Mark Dolliver and Debra Aho Williamson discuss whether TikTok has a future and what that might look like. They then talk about Instagram's new music-based augmented reality feature, how much the influencer market might take a hit and a new revenue-sharing agreement with Instagram creators.

Penry Price, vice president of marketing solutions at LinkedIn, speaks with eMarketer vice president of business development Marissa Coslov about LinkedIn’s response to the coronavirus pandemic, including ramped-up support for customers who are pivoting their marketing campaigns.

For our new report “Influencer Marketing and the Path to Purchase,” we spoke with a number of social media influencers to find out what brand partnerships look like from their perspective. They shared insights on what creative collaboration looks like, how to engage their followers, and what they do to measure the performance of their content.

Direct-to-consumer (D2C) brand Cuts Clothing has grown a lot since it first launched in 2016 on Kickstarter. “Since day one, we have been focused on making premium minimalist shirts for the modern man,” said Steven Borrelli, CEO and co-founder of Cuts.

What the Coronavirus Has Done to the Influencer World

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss how brands are changing their approach to influencer marketing, the main challenges influencers are struggling with and what influencer marketing might look like going forward. They then talk about TikTok's call-to-action button, how platforms are dealing with misinformation and Twitter's purchase of a mobile-focused demand-side platform.

Mosaic Foods has had to acclimate to a new normal in the past few months, and as a relatively new brand, that hasn’t always been easy. Before the pandemic, employees of the meal delivery company were able to test out new recipes and offer feedback right then and there. But today, meals are shipped to co-workers who do video taste tests and offer notes.