Social Media


Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Influencer marketing allows brands to connect with digital audiences in unprecedented ways. Consumers have developed deep connections with the bloggers and social media personalities they follow, and when marketers partner with these influencers, people see the brand through the eyes of someone they trust. Daniel Saynt, CEO and chief creative officer at influencer casting agency Socialyte, spoke with eMarketer about the qualities of a successful influencer campaign and the big impact of Snapchat.

Many brands prefer to upload their videos directly to Facebook, according to research from quintly. YouTube videos only make up roughly one-quarter of all videos posted by brands on the social network.

eMarketer estimates that Spain was home to 17.5 million people who made at least one purchase via digital channels in 2015. This year, eMarketer forecasts that figure to reach 18.5 million, with 62% of all internet users in Spain spending a collective $17.9 billion on retail ecommerce purchases.

Most internet users in Germany use social networks, and juggernaut Facebook is popular in the country. But other sites are less widely used in Germany than in the nearby UK.

Sina’s Weibo social network is still increasing its popularity, especially in China, according to data released about its users in 2015. The vast majority of users are under 35.

Facebook is all about staying in touch with friends for just over half of users in Vietnam, according to October 2015 polling. Other research confirms that Facebook is the top social site in the country, and that chatting with friends is the No.1 activity.

TapInfluence has created an influencer marketplace and platform that automates the process of identifying, distributing and measuring influencer marketing campaigns. eMarketer spoke with Rustin Banks, TapInfluence’s co-founder and chief product officer, about the evolution of influencer marketing into a media channel with audience targeting and offline attribution.

Search engine optimization (SEO) professionals consider social shares and unique visits the most important KPIs for a piece of blog content, according to a December 2015 survey.