Social Media


With the exception of China, Russia and a few other countries, Facebook continues to dominate the social network scene in major markets worldwide. The popularity of newer social networks like Instagram is increasing rapidly, but users tend to adopt those platforms in addition to Facebook, rather than as replacements.

The retailers that see the most success on Facebook have better interaction rates than the leaders of any other industry, according to 2015 research. But the average retailer with a Facebook presence is doing notably worse—and worse than other verticals.

Using social data isn’t a new concept for brands, but there's still confusion on how to put the information to use. Topics in this webinar include: Why brands are conflicted about social listening’s usefulness and the challenges they face; Nine use cases for social listening, with specific brand examples; An overview of the technology and the future of social analytics.

Every advertiser wants to know where its customers, and potential customers, are spending time online. Social networks in particular are a focus for marketers keen to monitor the current buzz.

Over 40% of web users said visual material was the content they sent most often to friends and other contacts via social media. Articles were popular, too.

Since Pinterest launched buyable pins for iOS and Android devices in June 2015, major retailers like Nordstrom, Neiman Marcus and Macy’s as well as emerging online merchants have used them to entice mobile users to make purchases. eMarketer spoke with Michael Yamartino, head of commerce at Pinterest, about how users responded to buyable pins during the holidays and what marketers should keep in mind as they plan for the 2016 holiday season.

The most popular social network in South Korea is, unsurprisingly, Facebook, according to December 2015 research.

Consumers in France were not the first to leap on the social networking bandwagon, but visiting social sites is increasingly a mainstream activity for web users of all ages, according to research.

Facebook will reach a key milestone this year, with more than half of the UK population using the social network on a regular basis, according to eMarketer’s latest social network usage forecast.

New Era Cap Co., the official provider of caps to Major League Baseball and the National Football League, has tested its fair share of marketing tactics. Mitch Mirsky, senior manager of digital brand development at New Era Cap, spoke with eMarketer about the value of influencers on up-and-coming social channels such as Instagram, Vine and Snapchat.

US small and medium-sized businesses (SMBs) use a variety of different metrics to gauge the success of their social media efforts. According to January 2016 research, many measure how well their efforts have done by the amount of views they get.

Mexico is an intensely social country, both online and offline. While overall internet uptake during the past decade has remained subdued, social media adoption and engagement among connected consumers has remained strong.

Social network users in the UK increasingly check in via mobile. An interesting side-effect of this trend is the rising incidence of people signing in to social media first thing in the morning before they get out of bed. Among women, in particular, this is becoming ever-more common.

Twitter has been focusing on efforts to attract more users to its service, but growth remains slow and the service is also still not materially monetizing logged-out users.

Across Latin America, Facebook usage is almost synonymous with mobile Facebook usage, according to data from the social networking site. In some countries, more than nine in 10 regular users are mobile.

This year, Cadillac unveiled the next chapter of its “Dare Greatly” campaign, with nine inspiring young innovators, including a 19-year-old who developed a prosthetic limb that can be operated with the mind. Uwe Ellinghaus, CMO of Cadillac, spoke with eMarketer about this new initiative, which was unveiled at the 88th Academy Awards.

Facebook is by far the top social site in Latin America, as in many markets around the world.

Emojis may just be the new “internet slang.” According to research, more brands worldwide are using them in posts on Facebook and Twitter than did a year before.

Brands are comfortable and familiar with pushing messages via social channels. However, pulling insights from what customers are saying there isn’t as common, and uncertainty remains about its value.

Most young adults in Indonesia who use Instagram follow digital retailers on the image-oriented social network. The most popular merchants to follow are in the fashion business.