Social Media


The Weekly Listen: Generational Consultants, Changes at Disney, and Political Influencers

eMarketer principal analyst Mark Dolliver, junior analyst Lucy Koch and forecasting analyst Eric Haggstrom discuss generational consultants, executive changes at Disney, the rising fortunes of music streaming and the role of social media influencers in politics.

Is TikTok a Social Media Powerhouse or a Passing Fad?

eMarketer vice president of forecasting Monica Peart hosts senior analyst Jasmine Enberg and junior analyst Blake Droesch in a discussion of TikTok's user forecasts, business model and place in the social media spectrum.

The Role of Influencers in the Purchase Process

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch recount their experiences interviewing 16 social media creators about how they approach brand partnerships, which platforms are working for them and influencers' role in the purchase process.

Is YouTube Turning Kids Into Budding Shoppers?

Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.

Influencers More Likely to Inspire Gen Zer and Millennial Purchases

Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

eMarketer forecasting analyst Peter Vahle and vice president of content studio Paul Verna discuss the different platforms that people use to consume music and podcasts, and how the major platforms maintain their leads. Then, Paul talks about ESPN and ABC TV ad revenue declines, Pinterest's earnings and a potential new streaming service from ViacomCBS.

In the beginning of her tenure as Pinterest’s first-ever CMO, Andréa Mallard established the company’s mission and core brand principles, reorganizing her team prior to the successful IPO. Now she’s focused on an aggressive global growth plan.

By 2021, More than Half of Companies Will Use LinkedIn for Marketing

We estimate that slightly more than half of marketers (50.3%) will use LinkedIn for marketing and advertising purposes by 2021. This year, 49.6% of companies with 100+ employees will use the professional social media platform.

TikTok Could Hit Some Roadblocks this Year

eMarketer junior analyst Blake Droesch and principal analyst Debra Aho Williamson discuss how TikTok will handle the many hurdles it faces in 2020. They then talk about the "Off-Facebook Activity" tool, Facebook's first Super Bowl commercial and the plan for WhatsApp ads.

The Weekly Listen: Disney+ Viewing, TikTok Curated Content and Even Newer Hulu Ads

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about what people are watching on Disney+, TikTok's latest "curated content" idea, Hulu's new ad formats, box office records, kids' allowances and more.

More Retailers Are Investing in Social Advertising

Social ad spending is continuing to rise, and more US marketers—particularly those in retail—will keep funneling money into the channel.

Politicians Are Turning to Influencers, Just Like Brands Are

As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.

The Weekly Listen: Online Reviews Value, Snapchat 3.0 and Facebook Suggests Laws

eMarketer principal analyst Mark Dolliver and junior analysts Blake Droesch and Lucy Koch discuss the importance of online reviews, Facebook's suggested EU regulations, WhatsApp reaching 2 billion users, another potential Snapchat redesign, Apple's augmented reality shopping, which country's national animal is a unicorn and more.

Five Charts: Understanding Gen Z’s Devices and Digital Usage

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.

Mars Wrigley Teams Up with Bumble to Boost Consumer Connections on Valentine’s Day

Consumers in the US are planning to spend roughly $196 on Valentine’s Day this year, an increase of 21% over 2019, according to research from the National Retail Federation (NRF).

eMarketer principal analyst Debra Aho Williamson discusses Twitter's and Snapchat's Q4 2019 performances. She then talks about how much money Instagram supposedly makes Facebook and the seriousness of the big tech antitrust investigations.

What to Make of Facebook's Earnings

eMarketer junior analyst Blake Droesch and principal analyst Debra Aho Williamson discuss what to make of Facebook's Q4 2019 earnings. They also talk about Twitter's new threaded replies, Byte offering to share all its revenues with creators and YouTube's adjusted stance on political misinformation.

This Election Year, the Political Ad Whack-a-Mole Game Will Continue

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.

TikTok Had a Banner Year in 2019, but Growth in 2020 Isn’t a Sure Bet

The Chinese-owned short-form video app TikTok exploded onto the social media landscape worldwide in 2019, but roadblocks could keep it from rapidly expanding its user base in 2020.

eMarketer senior analyst Jasmine Enberg and principal analysts Jillian Ryan and Yory Wurmser discuss what the digital world will look like in 2020. They then talk about Instagram's user growth deceleration and what shoppers want from in-store associates.