Social Media


eMarketer vice president of content studio Paul Verna discusses how another Disney is being created. He then talks about why Facebook is helping users take their photos and videos with them, why emotionless TV ads aren't thinking long term and why there was a flurry of political ads on Facebook over Thanksgiving weekend.

After not seeing enough healthy pet food products in the market, Jonathan Regev and Brett Podolsky, co-founders of The Farmer’s Dog, set out to shake up the pet food industry with healthier homemade food designed specifically for different breeds, ages and sensitivities. We recently spoke with Regev, CEO of The Farmer's Dog, about the company’s current customer acquisition strategy and the role trial discounts play in acquiring new customers.

eMarketer junior analyst Blake Droesch and principal analyst Nicole Perrin talk about the varying positions that the major social platforms have taken on political advertising. They also discuss early reactions toward Disney+, TikTok influencers and a new community hub feature from Tumblr.

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

eMarketer forecasting analyst Rini Mukhopadhyay tees up our usage figures for mobile messaging apps worldwide, which recently hit a tipping point against mobile phone social network users.

Since Instagram rolled out its Checkout feature earlier this year, brands have begun linking influencer content to shopping tools as a way to drive—and measure—direct sales. Should the platform hide likes from public view, which it began testing in the US this week, influencer marketers could be forced to look beyond vanity metrics to more advanced measurement tools, including social commerce and in-store purchase behavior.

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

eMarketer senior analyst Jasmine Enberg joins principal analyst Nicole Perrin to discuss a Pew Research Center survey about Americans’ opinions about social media and the news, and whether people really consider Facebook a go-to source of information about current events.

The nature of kids’ screen time has change dramatically since the heyday of Sesame Street and Mister Rogers’ Neighborhood, and today’s screen universe is ever-expanding, presenting parents with new challenges of limiting consumption and monitoring content. New research from the Angus Reid Institute shows that parents in Canada are worried about the potential addictiveness of digital devices.

Even for some luxury brands, authenticity trumps production quality when it comes to influencer marketing. That’s the case for American Express, which uses a mix of long- and short-term influencers to promote its products and services in a way that feels organic to the influencers’ aesthetic.

Looking to reach college students during the back-to-school shopping season, grocery retailer Kroger turned to one of the marketing world’s buzziest new platforms: TikTok.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss TikTok's US image, whether competitors can copy it out of business and how in-app buying will affect the platform. Then they talk about the ANA Influencer Marketing Conference, why Facebook is introducing Stories to its dating service and whether Americans will miss seeing Instagram likes when they go away.

Following a redesign in early 2018 that prompted some US users to leave the platform and stifled growth elsewhere, Snapchat is making a comeback. New features and a rebuilt Android platform are giving the social network new momentum. In its latest forecast on worldwide social network users, eMarketer has upgraded its estimates for Snapchat users for 2019 through 2023.

Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view.

eMarketer junior analyst Blake Droesch, principal analyst Andrew Lipsman and junior forecasting analyst Nazmul Islam explain how Americans’ social media behaviors are changing, whether teens are more likely to use TikTok vs. Facebook, the impact of Tumblr’s “Group Chats” and the likely popularity of Twitter’s new “Topics” feature.

We spoke with Lone Thomsen, who was recently appointed global CMO of The Meatless Farm Co. The former head of media and communications at The Coca-Cola Co. discusses the brand's new partnership, its US market expansion and why plant-based diets are becoming so trendy.

Last month, Facebook CEO Mark Zuckerberg sat through a congressional hearing over the company’s Libra cryptocurrency efforts, Instagram launched a standalone messaging app for users, and Twitter banned political advertising on its platform—and that was just a tiny portion of what made the news.

eMarketer principal analysts Mark Dolliver and Nicole Perrin and junior analyst Blake Droesch discuss how moderation plays into online communities, analyze Snapchat’s Q3 results and shed light on how streaming services are gearing up for the next front in the streaming wars.

eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss young people: why they don't always want to be reachable, how many think their parents are addicted to their devices, why they stay on social media despite resenting it and more.