Social Media


Is Your CEO Tweeting Without Supervision?

Social media usage—both for personal and business use—is so widespread that occasional social implosions are relatively commonplace. How widespread? eMarketer estimates that roughly nine out of 10 companies use social networks as a marketing tool, and that level of involvement has been steady for years.

Do Social Posts Change Minds? Survey Says Yes

We may believe we’re each living in our own social media bubble full of like-minded folks, but new survey data suggests that some of us are being persuaded to change our minds thanks to social posts.

We let the eMarketer interns take over the studio for a day so they could explain their digital behaviors to the world. Are these younger folks using Facebook the way they used to? What do they use each of the social media platforms for? What do they think about digital advertising? How do their spending habits vary?

Content Marketing Goof: Posting a 'Story' When Consumers Want a Coupon

A new survey finds a bit of common ground between marketers' priorities and consumers' preferences when it comes to content posted on social platforms.

At Snap, Programmatic Is Working Even Amid Stalled User Growth

Snap Inc.'s share price stumbled Wednesday after the company disclosed user growth that failed to meet Wall Street expectations. But that reaction obscures gains for Snapchat's programmatic advertising platforms.

Social Media Effectiveness Roundup 2018

The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Google’s expected return to China, plus a new kind of tutor.

In Switzerland, Instagram Adoption Is Rapid

Instagram’s user base in Switzerland has almost tripled since 2015, according to eMarketer’s latest forecast. More than half of social network users in the country, or 1.9 million people, will access the platform regularly in 2018.

Marketers Around the World Are Banking on Microinfluencers

With the exception of China and a few other countries, marketers across the globe are starting to focus their influencer marketing efforts on microinfluencers.

Instagram Leads as a Global Platform for Influencer Marketing

Instagram is widely accepted to be the leading platform for most brand-influencer collaborations. But that isn't the case in every country around the world—at least not yet.

How the GDPR Spotlights Social Media Firms

New data regulations are leading UK internet users to ask tech platforms to remove their personal data.

Consumers Expect Brands to Be Open and Honest on Social Media

Not only do consumers want businesses to be open and honest in their social posts, they actually hold businesses to a higher standard than they hold for themselves.

Social Networks Get Serious About TV-Style Programming

Long-form video is spreading across social media. Some marketers are placing pre-roll and mid-roll ads in social shows, but the audiences are small and the measurement capabilities are limited.

Influencer Marketing Roundup 2018

Strong headwinds are certainly ahead for influencer marketers. For one, it's looking like this will be the year that the US Federal Trade Commission (FTC) will become more heavily involved. eMarketer has put together this selection of articles, insights and interviews so you can understand what will be critical to influencer marketing in the coming months to be prepared—and to avoid the risks.

Social Media and AI Roundup

Social media marketers and advertisers are looking beyond the hype and mysticism of AI, and seeing its potential for both effective campaign management and optimization. eMarketer has curated this Roundup of articles, insights and interviews so you too can get a sense of the real reality of AI and how it can support your social campaigns. (Robot not required.)

What’s the Difference Between a KOL and a Wanghong?

Some marketers deploying influencer campaigns in China use the terms "KOL" and "wanghong" interchangeably. Do you know the difference?

For Certain Types of Purchases, Influencers Have More Sway

A new study finds that social media users who have been swayed to make a purchase based on a stranger's recommendation were most likely to buy products like clothing, electronics or beauty items.

Japan Is One of the World’s Strongest Markets for Twitter

Twitter continues to reign supreme in Japan, with almost 64% of the country’s social network users, or 34.0 million people, logging on to the platform this year, according to eMarketer’s latest forecast.

The Value of Working with Microinfluencers

Laura Brinker, vice president of beauty brand partnerships at Influenster, explains why the influencer market has evolved toward microinfluencers, and why influencer marketing is here to stay.