Social Media


What Retailers Need to Know About Gen Z

Gen Z is a tough generation for retailers to figure out. They grew up on the internet, but don't like to be targeted with ads there, and crave authenticity in all of their interactions. We parsed the research to help retailers figure it out.

Snapchat has been busy lately trying to woo marketers. While we predict that Snapchat will cross $1 billion in US net ad revenues in 2020, reaching this milestone took longer than anticipated.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Andrew Lipsman explains why Checkout on Instagram will work—and why it may also struggle.

Who’s Afraid of Fake Followers?

Despite industrywide calls to combat fraud, fake followers are still a top concern among influencer marketers.

Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

Advertisers Now Pay More for Facebook Users' Attention

eMarketer Analyst Insight: Facebook's share of digital ad revenues far exceeds its share of digital media time. With average ad revenues per user growing as absolute time spent with Facebook in the US stagnates, the gap is expanding, leading to higher costs to grab the average user's attention.

Four Takeaways from Twitter’s Q4 Earnings: What Advertisers Need to Know

Twitter reported its Q4 2018 earnings Thursday, and although it beat revenue expectations, monthly usage fell for the third straight quarter to 321 million. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

Data Compliance Brings Added Cost to Influencer Marketing

While disclosure continues to dominate the conversation around influencer marketing, data compliance laws are adding another layer of confusion—and cost—for those operating in this evolving market.

Facebook Is Combining Aspects of Its Messaging Properties: What It Means for Advertisers and Users

The recent news that Facebook is in early stages of combining the messaging features of several of its properties, as reported by The New York Times last week, raises many questions about how advertisers and users will be affected. In this eMarketer Analyst Insight, Debra Aho Williamson and Jasmine Enberg explain what it could mean for these two groups.

Data-sharing scandals and public outcry keep driving Facebook to change its ad targeting features. Here’s a list the ways Facebook has changed how ads can be targeted on its platform.

What Retailers Need to Know About Influencer Marketing

A significant number of retailers in North America are now working with influencers as part of their marketing strategy. According to polling by Retail TouchPoints for referral marketing platform Extole, 31% of retailers said they have worked with brand advocates to become influencers, 30% used microinfluencers and 28% used paid celebrity influencers.

Podcast | Influencer Marketing: Stories, Fraud and Microinfluencers

In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses how marketers are using influencer marketing successfully and getting past some of the issues holding the tactic back.

Is Everyone on Instagram an Influencer?

There are now more than 500,000 active influencers operating on Instagram alone, according to a study by InfluencerDB. That’s 39% of all Instagram accounts with more than 15,000 followers. And among this group of active Instagram influencers, 81% have followings between 15,000 and 100,000.

Big news means bigger earnings for Twitter—and their Q4 2018 revenues, which beat expectations, proves that the company was able to leverage its real-time conversation appeal to bolster video ad sales during the big news events of the past year.

Influencers and Instagram Stories: A Perfect Marriage?

Instagram Stories is increasingly popular with social media marketers. Last year, one in three Instagram posts containing "#ad" was a story, according to a study by Klear.

Dismayed by a shortage of high-quality bras, and limited store inventory, Heidi Zak co-founded the direct-to-consumer (D2C) startup ThirdLove in 2013. The mission was simple: make shopping for a bra a better experience. With a strong focus on personalization, ThirdLove stocked a wide range of sizes and styles and used customer data to create an innovative buyer journey.

Four Takeaways from Snap’s Q4 Earnings: What Advertisers Need to Know

Snap Inc. reported Q4 2018 earnings Tuesday and, like Facebook, beat expectations for revenue and usage. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

Four Takeaways from Facebook’s Q4 Earnings: What Advertisers Need to Know

Facebook reported its Q4 2018 earnings on Wednesday, beating expectations for ad revenue and user growth. In this eMarketer Analyst Insight, Senior Analyst Jasmine Enberg and Principal Analyst Debra Aho Williamson explain four key takeaways for advertisers.

Podcast | Snapchat's Place in the Social Matrix

In the latest episode of "Behind the Numbers," Debra Aho Williamson, principal analyst at eMarketer, discusses the underlying reasons internet users pick different social networks, and how Snapchat fits in, both in the US and worldwide.