eMarketer principal analysts Debra Aho Williamson and Mark Dolliver, and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Facebook's recent decision on political ads and how brands can reach social users over the coming months. They then talk about Facebook's plans to limit ads on pages, how this year's events have changed Gen Z's relationship with brands, and why Americans still pay for live TV.

GlobalWebIndex also found in its August 2019 study that roughly one in five of the Gen Z and millennial respondents had made a purchase inspired by an influencer or celebrity post on social media in the past month. GlobalWebIndex defined Gen Zers as those ages 16 to 22 and millennials as those ages 23 to 36.

Many social media influencers have leveraged this popularity to build larger audiences, further attracting users to the app.”. TikTok’s share of social network users in the UK will also jump significantly this year to 21.1%, up from 12.4% in 2019. However, regardless of the app’s strong growth across metrics, controversy still looms.

The 18-to-34 age group—a blend of millennials and older Gen Zers—is heavily reliant on social media for personal interaction and entertainment. In 2020, 92.0% of the population in this cohort will use social networks at least once a month. What is unique about middle-aged adults? The 35-to-54 age group is in prime parenting years.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.