Social Media


Major Social Platforms Take Stance on Political Advertising

eMarketer junior analyst Blake Droesch and principal analyst Nicole Perrin talk about the varying positions that the major social platforms have taken on political advertising. They also discuss early reactions toward Disney+, TikTok influencers and a new community hub feature from Tumblr.

It’s now been more than a year since TikTok launched in the US, and in that short period, the Chinese-owned short-form video app has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling a slew of advertising capabilities.

eMarketer forecasting analyst Rini Mukhopadhyay tees up our usage figures for mobile messaging apps worldwide, which recently hit a tipping point against mobile phone social network users.

Instagram Removing Likes Could Boost Social Commerce and Retail Measurement

Since Instagram rolled out its Checkout feature earlier this year, brands have begun linking influencer content to shopping tools as a way to drive—and measure—direct sales. Should the platform hide likes from public view, which it began testing in the US this week, influencer marketers could be forced to look beyond vanity metrics to more advanced measurement tools, including social commerce and in-store purchase behavior.

How Marketers Are Responding to Recent TikTok Headlines

Though TikTok has become a craze among some younger Americans over the past year, recent headlines over a US government investigation into the platform’s Chinese parent company ByteDance regarding national security concerns have some marketers worrying.

Do People Really Rely on Social Media for News?

eMarketer senior analyst Jasmine Enberg joins principal analyst Nicole Perrin to discuss a Pew Research Center survey about Americans’ opinions about social media and the news, and whether people really consider Facebook a go-to source of information about current events.

Parents in Canada Are Worried Their Children Spend Too Much Time with Digital Devices

The nature of kids’ screen time has change dramatically since the heyday of Sesame Street and Mister Rogers’ Neighborhood, and today’s screen universe is ever-expanding, presenting parents with new challenges of limiting consumption and monitoring content. New research from the Angus Reid Institute shows that parents in Canada are worried about the potential addictiveness of digital devices.

Even for some luxury brands, authenticity trumps production quality when it comes to influencer marketing. That’s the case for American Express, which uses a mix of long- and short-term influencers to promote its products and services in a way that feels organic to the influencers’ aesthetic.

Is the TikTok Craze Sustainable?

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch explain whether people (and advertisers) should get excited about the new social media phenomenon TikTok. They also discuss Instagram’s new messaging app Threads, Facebook’s potential rebrand, Snapchat’s new dynamic ads and more.

Looking to reach college students during the back-to-school shopping season, grocery retailer Kroger turned to one of the marketing world’s buzziest new platforms: TikTok.

TikTok Copycats, In-App Shopping and US Government Questions

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss TikTok's US image, whether competitors can copy it out of business and how in-app buying will affect the platform. Then they talk about the ANA Influencer Marketing Conference, why Facebook is introducing Stories to its dating service and whether Americans will miss seeing Instagram likes when they go away.

Following a redesign in early 2018 that prompted some US users to leave the platform and stifled growth elsewhere, Snapchat is making a comeback. New features and a rebuilt Android platform are giving the social network new momentum. In its latest forecast on worldwide social network users, eMarketer has upgraded its estimates for Snapchat users for 2019 through 2023.

Hiding Likes on Instagram Could Change Influencer Marketing for the Better, Marketers Say

Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view.

Have We Changed Our Social Media Behavior?

eMarketer junior analyst Blake Droesch, principal analyst Andrew Lipsman and junior forecasting analyst Nazmul Islam explain how Americans’ social media behaviors are changing, whether teens are more likely to use TikTok vs. Facebook, the impact of Tumblr’s “Group Chats” and the likely popularity of Twitter’s new “Topics” feature.

We spoke with Lone Thomsen, who was recently appointed global CMO of The Meatless Farm Co. The former head of media and communications at The Coca-Cola Co. discusses the brand's new partnership, its US market expansion and why plant-based diets are becoming so trendy.

Last month, Facebook CEO Mark Zuckerberg sat through a congressional hearing over the company’s Libra cryptocurrency efforts, Instagram launched a standalone messaging app for users, and Twitter banned political advertising on its platform—and that was just a tiny portion of what made the news.

The Weekly Listen: Creating Online Communities, Snapchat Q3 Earnings and Video Streaming Giant Tactics

eMarketer principal analysts Mark Dolliver and Nicole Perrin and junior analyst Blake Droesch discuss how moderation plays into online communities, analyze Snapchat’s Q3 results and shed light on how streaming services are gearing up for the next front in the streaming wars.

For Young People, Being Online Constantly Has a Dark Side

eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss young people: why they don't always want to be reachable, how many think their parents are addicted to their devices, why they stay on social media despite resenting it and more.

eMarketer, in collaboration with Starcom Worldwide and GlobalWebIndex, released its annual Global Media Intelligence Report on key digital trends worldwide this week.