The adoption of social commerce—the ability to shop and buy, directly or indirectly, via social media platforms—accelerated during the pandemic. The vast majority of social commerce today is within the discovery and consideration stages. However, checkout capabilities are not available from the leading social networks in Canada.

(GfK, May 2021). 44% of grocery buyers worldwide said they're willing to pay more for sustainable packaging, just behind environmental labeling. (Capgemini, November 2021). Technologies for Sustainable Shopping.

Content marketers also handle content distribution, which includes publishing content to social channels and websites. Though budgets for content creation can vary, 22% of marketers worldwide who are knowledgeable about their organization’s content marketing budget spend at least half of their total marketing budget on B2B content marketing.

Nearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.

Mine social conversation, and discover what type of NFT-related content receives the most interactions.

Warner Bros. Discovery cuts costs and preps for advertising cool-off: The media giant is slashing 1,000 jobs from its global ad sales team.

Brands and platforms that want to retain buyers and users must leverage local knowledge and knowhow—while avoiding blanket solutions that might not play well in individual markets—in an increasingly competitive region. Provide a frictionless, seamless, and consistent digital experience across all platforms.

We estimate there will be 7.9 million social buyers in Canada this year, almost a quarter of the population ages 14 and older, up from 6.9 million last year. These buyers mainly make purchases by following links to retailer sites from social networks.

As social platforms develop more native spaces for users to consume video content, we expect video advertising to grow. As a benchmark, a December 2021 survey of 54 US ad buyers by Cowen and Company found that social video would have a 17.7% share of expected digital ad allocations this year.

The number of mobile messaging app users worldwide will rise by 6.1% in 2021, and new business features facilitate brand-consumer interactions.

But transactions driven by social channels are on the rise in the US and could soon grow in Canada. Social buying is the fastest-growing form of digital purchasing. Double-digit annual growth will continue into 2022, bringing more and more social buyers into the market. Purchasers from social channels will represent over one-third of total digital buyers for the first time in 2022.

This is due primarily to social media’s influence, as the vast majority of social media display ads are bought programmatically and served on mobile devices.

With its wide array of creators and content, YouTube is already an important source of inspiration for US social buyers. However, its total buyer base is partially limited by its less developed commerce ecosystem—especially when compared with Facebook and Instagram.

Digital ad buyers in Germany will spend €6.57 billion ($7.49 billion) on mobile ads in 2021, making up 69.2% of total digital ad spending. Mobile’s global dominance has become unremarkable, but as recently as 2016, mobile’s share of digital ad spending in Germany was only 45.1%.

International Monetary Fund (IMF). PwC. Roku. Standard Media Index (SMI).

Only 35% of adults worldwide said they trusted social platforms for general news and information. Search engines scored much better, at 56%, and almost as many respondents said they trusted traditional media (53%).

And our first-ever forecasts for social buyers in key European markets indicate steady growth of the social buying phenomenon through 2024. In what was the EU-5 prior to Brexit, for example, the social buyer population grew an estimated 20.1% in 2020. This year, it will rise a further 13.5%, meaning that 21.6% of internet users in the former EU-5 will be social buyers.

On July 1, 2020, many advertisers pulled their spending from Facebook and Instagram, and in some cases Twitter, to show solidarity with the racial justice movement and for other reasons. While it got a lot of media attention, the ad boycott did not negatively affect the social properties’ ad revenues.

Prior to eMarketer, he was senior VP of marketing & insights at comScore, covering retail, social, mobile, digital advertising and cross-platform marketing in leading the company’s global marketing insights and thought leadership initiatives. Jillian Ryan is a principal analyst at eMarketer.