Social Media


Why Clorox Still Believes in Facebook: An Interview with CMO Stacey Grier

Stacey Grier, who became Clorox's CMO in December 2018, shares similar attitudes to her predecessor. For our report on the future of Facebook advertising, eMarketer principal analyst Debra Aho Williamson spoke with Grier to find out why marketers still rely on Facebook for effective targeting and how Clorox is working alongside the social giant to make the platform a positive place for advertisers—and consumers—in the future.

How Much Are Brands Paying Influencers?

Some influencers accept free products as payment for endorsements, others charge thousands of dollars for a single post. While the compensation scale varies by following and content type, some marketers are concerned that teaming up with social media influencers is getting expensive.

Podcast: Americans' Media Habits Continue to Shift

eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna chat about Americans’ ever-changing media consumption habits. They also dissect planned spend on July Fourth, Gen Z’s selective social network use and a Wikipedia founder’s call for a social media strike.

eMarketer’s Analysts Explain Mary Meeker’s '2019 Internet Trends Report'

Mary Meeker, “queen of the internet” and venture capitalist at Bond Capital, released her highly anticipated annual “Internet Trends Report” and touched on everything from digital media usage in the US to consumer confidence in China in the 333-slide presentation she gave at the Recode Code Conference earlier this month.

Ads from Influencers You Don't Follow: What Marketers Need To Know About Instagram's New Update

Instagram has introduced a branded content feature that will soon bring sponsored influencer posts to your newsfeed—even if you don't follow their account.

Influencer marketing is hardly new, but marketers continue to make relatively uninformed decisions when identifying influencers to represent their brand. Inmar explores three reasons why the influencer selection process is inefficient, and how to fix it.

Social Media Moves Down the Funnel as Commerce Opportunity Arises

Social networks are generally thought to occupy the upper end of the digital marketing funnel. While brand awareness is still the bread and butter of social marketing, social may also have a place further along the path to purchase.

We estimate that more than half of the US Hispanic population will use messaging app WhatsApp at least monthly this year. The platform’s US Hispanic user base of 32 million is growing because of its data cost savings, messaging encryption capabilities and popularity in Latin American countries.

eMarketer senior forecasting analyst Oscar Orozco compares our time spent numbers on messaging and social network apps, and shares what activity is the likely influencer for growth. Watch now.

Podcast | What Breaking Up Facebook Really Means

Social media principal analyst Debra Aho Williamson discusses Facebook co-founder Chris Hughes’ recent op-ed on breaking up the company he helped create with Mark Zuckerberg. What is Hughes proposing? Just how powerful is Facebook? And what should the government’s role be in regulating it?

eMarketer senior forecasting analyst Cindy Liu shares our usage numbers for Instagram and what is driving growth in Canada. Watch now.

Instagram's New Explore Ads Signal Potential Changes to Organic Reach

Instagram's new Explore page ads will bring more opportunities for marketers—but they also raise concerns about the limit of organic reach, which some claim has already happened in the Instagram feed. Savvy marketers have established best practices to get their content featured on Explore, but when ads are introduced, it could become more challenging to appear there organically.

Podcast: How Instagram Is Changing

eMarketer principal analyst Debra Aho Williamson discusses Instagram’s evolution by analyzing some of the most important emerging trends. She also weighs in on why people follow or unfollow brands, the “like” feature and TikTok’s interest-based ad targeting.

The Weekly Listen: The Platform 'Excuse,' Google Stadia Pricing and the iTunes Shutdown

Every Friday on eMarketer’s “Behind the Numbers” podcast, we discuss the most intriguing headlines of the past week. Today, we cover the ongoing debate over whether major social and digital media services are platforms or publishers. We also delve into the gig economy, the music streaming space, drone deliveries and a peak that’s higher than Mt. Everest. Host Marcus Johnson leads the conversation with eMarketer guests Nicole Perrin, Aaron Root and Paul Verna.

Average Time Spent on Social Media Declines

Facebook users are spending less time on the social platform, and that is leading to a reduction in overall time spent with social networks in the US. Time spent on social networks declined by 1 minute last year, a stark difference from the cumulative 13-minute gain in 2016 and 2017.

eMarketer junior forecasting analyst Nazmul Islam shares our new numbers on internet usage among seniors in Canada and the factors contributing to our higher estimates. Watch now.

How Browser Privacy Updates Are Affecting Influencer Attribution

Measuring influencer attribution is already an issue for marketers, and the recent privacy updates on browsers like Apple’s Safari and Google Chrome aren’t going to make things easier.

Is Influencer Impact on Brand Image and Safety a Concern for Marketers?

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

Want to Bring Customers In-Store? Get Them to Follow You on Social Media

Building a social media following isn't just a great way to engage customers online, it can also help increase brick-and-mortar foot traffic.

eMarketer senior forecasting director Monica Peart unpacks our latest time spent numbers for Facebook and the factors influencing the shift. Watch now.