Social Media


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.

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.

Social media and influencer marketing is helping women’s athletic apparel companies not only drive engagement with new and existing customers, but also boost sales.

Social media usage is on the rise in China and reaching an ever-greater share of the population, according to 2015 data. Social is gaining ground among all age groups in the country.

Last year, 262.0 million people around the world used Twitter on at least a monthly basis, eMarketer estimates. This year, the figure will rise to 291.0 million, and 2016 will be the last year of double-digit growth in users. The social network faces pressure to grow its audience quickly, however, to support a burgeoning ad business.

This year, for the first time, more than half of the US population will use Facebook, according to eMarketer’s latest social network usage forecast. In 2016, 50.3% of Americans of all ages will be on Facebook at least once a month, up from 49.3% in 2015.

Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.

Extreme political views and personal attacks have produced a climate that worries some users in Germany—and could deter advertisers

Snapchat’s audience in the US is growing and the platform can be an effective way for marketers to reach consumers, especially millennials. According to research, more US senior ad buyers are planning to begin advertising on Snapchat than other social media sites.

Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them.

Instagram continues to prove its mastery of the mobile domain, according to eMarketer’s latest internet usage forecast. This year, 89.4 million Americans will log on to Instagram at least once a month, representing 34.1% of mobile phone users.

Both age and gender have an effect on the social media activities of internet users in Australia, with women and younger adults most likely to report daily access to Facebook, the country’s leading social destination. Research also suggests different social sites serve different purposes for the Australian audience.

Tumblr is lagging well behind its competitors and the industry as a whole when it comes to growing its user base. In our latest forecast on social network usage, eMarketer predicts the social platform will fall farther behind its competitors over the next four years.

Facebook is king of the social networks among younger adults who use the mobile internet in Indonesia, but Instagram is not far behind, according to January research.

As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers.

Thanks to its robust infrastructure, high levels of education and investment, and an enviable history of technical expertise, Germany was always likely to be a leading digital power in Western Europe. Adoption of digital technology is still somewhat uneven, though.

Facebook is the most popular social network in Latin America by a wide margin—more than nine in 10 social users are Facebook users, eMarketer estimates. And those users turn to their Facebook ID to sign in to other sites more often than their counterparts elsewhere in the world.

Internet users in Latin America spend more of their online time with social media than their counterparts anywhere else in the world, according to research from 2015. In Brazil, usage is especially high.

Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.

Brands are highly engaged with social media, especially Instagram. And according to 2015 research, more than three-quarters of brands with Instagram accounts post daily.