Social Media

In the latest episode of “Behind the Numbers,” eMarketer’s Debra Aho Williamson and Cindy Liu consider the challenges of Twitter, both in usage and in revenue, and discuss what the social media giant is doing to spur growth.

As social media video surges, marketers are developing new ways to measure the efficacy of campaigns that use the medium.

Data from RBC Capital Markets indicates some of Facebook's services are having a tough time gaining traction among US users. But the social media giant is in the midst of tweaking its efforts for better results.

Once upon a time, social media marketing was very different than it is today. Marketers could open a page on Facebook, write a bunch of fun posts and watch the fan count go up. But that all changed when Facebook began drastically reducing the reach of organic (nonpaid) posts.

Instagram has a willing user base in Latin America among female users, according to data from Latamclick. The digital marketing agency found that more than 56% of Instagram users in the region are women.

Since Instagram’s launch in 2010, the company has pushed to capture the attention of younger audiences. eMarketer estimates Instagram will grow its user base by almost 39% in 2017, reaching 593.7 million users worldwide.

Snapchat is looking to bolster engagement with both users and advertisers with a new app redesign that separates the content seen into two individual buckets—friend posts and media content.

Data from Verto Analytics indicates that Facebook users spend 18 hours, 24 minutes on the platform per month.