US Social Trends for 2017: eMarketer's Predictions for Attribution, Live Streaming, Messaging, Influencer Marketing and More - eMarketer
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US Social Trends for 2017: eMarketer's Predictions for Attribution, Live Streaming, Messaging, Influencer Marketing and More

eMarketer Report

By: eMarketer

Published: December 09, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Social media is a major player in the most important conversations in media and marketing—including hot-button topics such as attribution, live streaming, digital video advertising and messaging. eMarketer predicts what will happen in this fast-changing space in 2017.

  • Facebook and Google will emerge as leaders in online-to-offline (O2O) attribution. Although the two digital powerhouses are the most strongly positioned in this small but growing market, don’t expect all the issues to get solved next year.
  • The organic reach of marketers’ posts will decline on Instagram, and there could be similar changes at Snapchat that will make it hard to market on these platforms without buying paid advertising.
  • The influencer marketing craze will hit several snags, as brands demand better measurement of their campaigns and as the Federal Trade Commission (FTC) and social platforms try to rein in the lovefest between marketers and digital celebrities.
  • Companies will race to develop bots for Facebook Messenger and other platforms. But many experiments will get shelved due to lack of traction.
  • There still won’t be standards for video ad measurement. Ad formats are too fragmented and publishers remain too self-interested. Third-party measurement firms will struggle to keep up.
  • There will be a huge push to monetize live streaming, but social won’t be the only player in this space. Expect to see live streaming proliferate across the digital landscape, resulting in battles between platforms and their publisher partners to control everything from ad formats to revenue splits.
  • The next hot social apps will foster live, real-time conversations. Apps such as Musical.ly, Snow and YouNow will be among those developing stronger monetization strategies.

"Nearly one-quarter of all US digital ad spending will go toward social networks in 2017. Spending will top $19 billion."

Table of Contents

Facebook and Google Will Duke It Out Over Online-to-Offline Attribution

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Say Goodbye to Strong Organic Reach on Instagram

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Influencer Marketing Will Run Into Turbulence

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So Many Bots, So Few Users

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Still No Standards for Digital Video Advertising

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The Race Is On to Monetize Live Streaming

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The Next Hot Social Apps Will Foster Live, Real-Time Experiences

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Last Year’s Trends: Here’s How eMarketer Did

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8 charts are included in the full report:

US Social Trends for 2017: eMarketer’s Predictions for Attribution, Live Streaming, Messaging, Influencer Marketing and More

US Social Network Ad Revenues, 2015-2018 (billions, % change and % of digital ad spending)

Facebook and Google Will Duke It Out Over Online-to-Offline Attribution

US Marketers Who Have Increased Spending on Location-Based Mobile Advertising Based on the Availability of Foot Traffic Data, July 2016 (% of respondents)

Say Goodbye to Strong Organic Reach on Instagram

Average Number of Interactions with Social Media Posts Among Brands Worldwide, by Platform and Industry, H1 2016

Influencer Marketing Will Run Into Turbulence

Aspects of Influencer Marketing that US Marketers Would Like to See Improved*, Aug 2016 (% of respondents)

So Many Bots, So Few Users

US Millennial vs. Total Mobile Messaging App Users Who Have Used a Chatbot to Communicate with a Business*, Oct 2016 (% of respondents)

Still No Standards for Digital Video Advertising

Level of Confidence in ROI from Recent Digital Video Ad Purchases According to US Ad Agency Professionals, Nov 2015 & Aug 2016 (% of respondents)

The Race Is On to Monetize Live Streaming

Likelihood that US Agency vs. Marketing Decision-Makers Will Invest* in Live Streaming Video Advertising, June 2016 (% of respondents)

The Next Hot Social Apps Will Foster Live, Real-Time Experiences

Social Network Users in Japan Who Use Select Apps with a Disappearing-Message Feature, by Demographic, Oct 2016 (% of respondents in each group)