Social Media


LinkedIn will grow faster than previously expected, according to eMarketer’s latest estimates. This year, we estimate that there will be 58.5 million adult LinkedIn users in the US, which will grow 6.2% to 62.1 million in 2020. By the end of the forecasting period in 2023, we expect there to be 68.8 million users.

Douyin, TikTok’s equivalent in China, will grow 27.8% to 442.58 million users this year, which means that more than half of China’s internet users will use the short-form video app, according to eMarketer’s new estimates. Growth will slow to 7.3% in 2020 and continue to drop in the next few years.

eMarketer senior forecasting analyst Oscar Orozco explores our latest adoption numbers for Snapchat worldwide and the impact of face filters that went viral.

China Advertising Year in Review: Trends from 2019 that Are Here to Stay

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

eMarketer forecasting analyst Peter Vahle discusses our latest Facebook adoption numbers for France and Germany, and why continued losses are expected through 2023.

eMarketer global director of public relations Douglas Clark compares our latest US adoption figures for young adults on Facebook against those of its sister platform Instagram and fierce competitor Snapchat.

eMarketer junior forecasting analyst Nazmul Islam tees up our recently adjusted usage figures for LinkedIn and the factors behind its user increase.

Facebook users in France and Germany are leaving the platform even faster than expected. For the second forecast in a row, we have downgraded Facebook user growth in both countries, as younger users shift to other platforms. In France this year, Facebook will experience a decline in users for the first time, whereas Germany experienced its first drop in users in 2018.

Influencers Could Help Drive Social Commerce

Social networks like Instagram, Snapchat and TikTok have ramped up their social commerce efforts in the past year, shifting toward an ecosystem where users can discover, shop and purchase products one place. Initially, these social commerce features were only offered to brands, but now social networks are experimenting by bringing the same tools to influencers.

What eMarketer Analysts Expect in 2020 with Debra Aho Williamson: Facebook Questions

eMarketer principal analyst Debra Aho Williamson discusses one thing that summed up 2019 for her, as well as some of her predictions for 2020, focusing on Facebook.

In 2019, Instagram's US user growth rate will have dropped to single digits for the first time to 6.7%, down from 10.1% in 2018. Starting in 2020, and through the end of our forecast period in 2023, we estimate that the social media platform will grow slower than previously expected.

eMarketer global director of public relations Douglas Clark reveals our first-ever forecast for mobile reddit users in the US and the platform’s new live streaming feature.

eMarketer forecasting analyst Peter Vahle discusses our latest adoption figures for Snapchat in India, Indonesia and Japan, and the success of recent platform additions.

eMarketer junior forecasting analyst Nazmul Islam breaks down our latest US Pinterest user forecast and the impact of new features like “Shop the Look.”

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about a potential Facebook injunction, Hulu binge ads, YouTube's ads of the year, Lyft's new car rental service, Pandora voice ads, Google's top searches of 2019 and more.

eMarketer vice president of business development Marissa Coslov explores Facebook adoption in the UK by age group and why the platform is losing teens and young adults.

Facebook’s Year in Review: Grading Its Progress on Three Big Questions

At the end of last year, we asked three important questions about Facebook in 2019.

Is Social Media the Cause of Our Divided Political Discourse?

eMarketer principal analyst Nicole Perrin and vice president of content studio Paul Verna face off on the topic of social media and how much it is to blame for our increasingly divided society. Then junior analyst Blake Droesch discusses social video content, how to reach young people in the morning and a new partnership between Verizon and Snapchat.

One in ten internet users is now on content aggregation site reddit. Its continued growth is primarily being fueled by an increasing percentage of people who use the app through mobile, though that figure still lags Facebook’s and Twitter’s, according to latest eMarketer estimates.