Social Media

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

Snapchat’s user base in the region grew almost 70% in 2021, to 107 million, compared with just 3.4% in North America.

Close to 75% US marketers will tap influencers for campaigns this year, up about 5 percentage points from 2021.

Leaders from Pandora, Roblox, Riot Games, and more are banding together to make the metaverse safer: Lack of Big Tech support could make implementation impossible.

US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay. Nearly two-thirds of US influencer marketers plan to use the video sharing app in 2022.

TikTok aims to generate $12 billion in ad sales this year: Reaching that goal requires the social video platform to lure more large advertisers.

On today's episode, we discuss the opportunities and challenges within social advertising and how automation will play its part. We then talk about what to expect from micro- and nano-influencers in 2022 and what the most interesting social media video statistics are. Tune in to the discussion with global director of marketing at Smartly.io Riikka Söderlund and eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Facebook is back in the FTC’s sights: The social media giant’s acquisition strategy is under scrutiny as the next wave of antitrust legislation rears its head.

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.

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.

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.

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.

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?

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.

Twitter will count 56.4 million monthly US users in 2021, but fewer and fewer in the coming years, per our projections.