Social Media


While the number of US marketers that use Pinterest continues to steadily rise, the platform is trying to increase advertisers’ interest by expanding its search products and diversifying its audience by adding more male users.

While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.

In the latest episode of "Behind the Numbers," analyst Debra Aho Williamson joins us in the studio to talk about social stories—what she calls a 21st Century daily diary. What is it about stories that users and advertisers alike seem to find so appealing?

The New York Public Library is getting readers to continually engage with a feature originally intended for expiring content.

Is connectivity a curse? Are smartphones bringing us down? In the latest episode of "Behind the Numbers," we dig into the latest data about the pyschological impact of media use, social media in particular.

In 2018, digital devices and platforms are central to almost every dimension of daily life for consumers and businesses around the world. Yet traditional media—notably TV—still claim a significant amount of time as well, even among internet users. While consumer trends are clearly evident across the 40 markets featured in the Global Media Intelligence Report, inevitably, there are intriguing outliers with respect to device penetration and the adoption of social media, time-shifted TV and other activities.

In the latest episode of eMarketer's "Behind the Numbers" podcast, Victoria Petrock and Rahul Chadha dig into the implications of Facebook's surprising entry into smart speakers with its Portal product. Its ability to "follow" users around a room got plenty of attention, but what else can it do?

This year, 77.4 million people in the US—or nearly a quarter of the population—will use Pinterest, a 7.0% increase from 2017, according to eMarketer estimates.

This year, 169.5 million people in the US—or more than half of the population—will use Facebook, a 0.9% increase from 2017, according to eMarketer estimates.

Now that Generation Z has some purchasing power of its own, many of these young internet users are turning to the opinions of strangers to decide what they should buy—just like their older counterparts.

Social commerce has reinvented itself many times over but has yet to prove itself as a solid sales tactic. Next year, the version that has been evolving during 2018 could finally take hold.

Despite all of the controversy surrounding Facebook, marketers are not leaving the platform. In fact, the number of US marketers using Facebook continues to increase.

With its increased investment in Instagram Stories, Benefit plans to focus on both organic and paid content in 2019. And rising usage in swipe-up behavior—when a user swipes up on stories content and is taken to a landing page on the brand's website—is opening the door to new opportunities.

This year, 64.8 million millennials will watch digital video at least once a month, according to eMarketer estimates. That figure will continue to increase year over year, reaching 66.8 million by 2022.

Popular social networking app Weibo (Sina Weibo) will continue its double-digit growth this year in China, according to eMarketer’s first forecast on Weibo usage. This year, Weibo usage will grow more than 17% to 340.1 million people in China. By the end of 2018, 24.6% of China’s population will be a Weibo user.

Facing similar challenges in rekindling user growth, Snapchat and Twitter seem to be at a crossroads. In the new episode of “Behind the Numbers,” analyst Debra Aho Williamson digs into the companies’ latest results, and looks ahead to what she expects their Q4 to look like.

This year, 84.8 million people in the US—or roughly a quarter of the population—will use Snapchat, a 7.1% increase from 2017, according to eMarketer estimates.

This year, 55.2 million people in the US will use Twitter. That's 16.8% of the population and a 0.9% increase from 2017, according to eMarketer estimates.

This year, 104.7 million people in the US—or 31.8% of the population—will use Instagram, a 13.1% increase from 2017, according to eMarketer estimates.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include a security breach at Facebook that exposed roughly 50 million accounts and how Amazon has increased its minimum wage to $15 an hour.