Social Media

By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Brad Essig, CMO at PDC Brands (which includes Dr Teal's), to discuss how the brand works with celebrities and influencers, the major consumer insight it gleaned that transformed its marketing, the partners it enlists to bring marketing campaigns to life, and the genesis of its new "Soak It In" campaign.

Instagram is testing the ability to rearrange your grid: this new feature could spur incremental usage of the “main” feed, something that has lagged in recent years.

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

Take-Two Interactive can make mobile and social gaming play with $13B Zynga acquisition: Merger would create one of the largest gaming conglomerates.

Amid scrutiny of its data policies, Meta launches Privacy Center: With user trust in Facebook still low, parent company Meta hopes more transparency will quell criticism.

On today's episode, we discuss why viral commerce will be the "it" trend this year and why micro- and nano-influencers are making a comeback. We then talk about what to expect from TikTok in 2022 and livestream shopping expectations. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

TikTok could be the savior of the box office and travel counter: Pandemic-challenged industries have embraced the social media app in the hopes of fueling their recovery.

Twitter tests reaction tweets in bid to restore Fleets-like functionality: This time around, however, its photo- and video-sharing feature won’t be separated from the standard way of replying to tweets, which could aid adoption.

TikTok tests “Repost” button to send videos to friends' For You feed: The move could attract more passive users to the platform as it looks to continue its growth.

Despite relatively low levels of adoption, social commerce features multiply: Meta-owned platforms lead the way when it comes to social commerce features, but TikTok, Pinterest, and others are working hard to catch up.

How the “metaverse” developed in 2021: The concept has been around for decades, but came of age this past year amid the Facebook rebrand.

The metaverse will be put to the test in 2022: Some firms may find their metaverse dreams held back by wearable technology, while others attempt to woo brands to their spaces.

Small influencers poised to gain more brand followers: As social commerce capabilities expand and new tools power the creator economy, the demand for micro-influencers will take off.

Headroom looks to disrupt Zoom fatigue with AI: The new videoconferencing tool integrates productivity and transcription functionality. Can it measure up against leading conference players?

Marketers rate TikTok less trustworthy, more innovative than Facebook: Despite amassing over 1 billion users, TikTok still struggles to attract marketing dollars.

Facebook has a cyber mercenary problem: Meta blocks 1,500 Facebook and Instagram accounts that targeted over 50,000 users—potentially the tip of a wider surveillance iceberg and another smear on Facebook’s reputation.

TikTok's success has renewed social platforms' interest in algorithms: Instagram, Snap, YouTube, and Twitter have all begun implementing algorithmically-recommended content over the past year.

Is live shopping everything it’s hyped to be?: Social platforms race to provide live shopping in the US, even as it’s unclear whether audiences are responding.

TikTok’s upcoming desktop livestreaming feature threatens Twitch: TikTok Live Studio will let users stream anything from their PC, including video games, for viewers to watch on the TikTok app.