eMarketer principal analysts Debra Aho Williamson and Nicole Perrin, senior analyst Jasmine Enberg, and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Facebook's recent Q2 earnings and check in on what effects the advertiser boycott may have on the social networking giant. They then discuss the latest from the Twitter hack, why Microsoft may buy TikTok, and the impact of TikTok letting outsiders peek behind the curtain of its algorithm.

eMarketer junior analyst Blake Droesch and principal analyst Debra Aho Williamson discuss how TikTok will handle the many hurdles it faces in 2020. They then talk about the "Off-Facebook Activity" tool, Facebook's first Super Bowl commercial and the plan for WhatsApp ads.

Social entertainment is here to stay. With the dramatic rise of TikTok, along with the growing number of traditional social platforms and standalone apps in this space, we are convinced that short, user-generated videos will be a lasting part of the social media landscape, particularly for organic and influencer marketing, paid advertising, and social commerce.

Better data, better campaigns: In a natural progression of its paid advertising capabilities, TikTok will begin personalizing ads based on in-app activity.

The Future of Advertising Has Arrived. Basis Technologies is built for this complex and evolving digital landscape. Are you ready to take control of your advertising? Experience what’s next.

With overall advertising budgets trimmed due to the pandemic, marketers have become more strategic in their 2021 social media ad buys. Rather than heavily investing in up-and-coming social media platforms, like TikTok, many advertisers are focusing on platforms where consumers are known to engage with brands.

An expected economic recovery in 2021 bodes well for Canada’s advertising market.

Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery.

Despite being a relative newcomer to the social media mix, TikTok early on showed signs of being a fast-growing source of discovery and influence. Some 39% of female Gen Z respondents said TikTok ads were most likely to get them to buy a product (IRi and The Female Quotient, May 2021 report).

Article: Can TikTok triple its ad revenue this year? Article: Small influencers poised to win more brand followers in 2022.

Snap, Twitter, and TikTok stopped Russian advertising, and Spotify closed its office in Moscow and suspended some Russian state content on its services. Snap, which was founded by a Ukrainian company, pledged $15 million in humanitarian aid. AMD suspended chip sales to Russia and Belarus.

Article: Can TikTok triple its ad revenue this year?

Marketer Takeaway: Instagram isn’t naming names, but the clear impetus for this change is TikTok. In an October 2020 survey by social marketing platform Mavrck, 16.7% of US influencers said they planned to repurpose TikTok content for Reels.

On today's episode, we discuss the most viable ways people want to "fix" Facebook, whether Netflix Games will move the needle, if TikTok on TV makes sense, whether Peloton's deceleration is concerning, how many kids under 13 years old actually use social media, the unspoken reasons employees don’t want remote work to end, how much time people spend talking about themselves, and more. Tune in to the discussion with eMarketer principal analyst Suzy Davidkhanian, director of reports editing Rahul Chadha, and analyst at Insider Intelligence Blake Droesch.

The short-video landscape is bigger than just TikTok. Marketers must develop a strategy to make the most of this form of marketing across multiple venues.

Social media usage, advertising, and commerce will reach new levels in 2021, presenting big opportunities for brands to engage consumers.

The bigger picture: Declining user numbers, tighter restrictions on user tracking, and the rise of other social media sites like TikTok threaten to destabilize Facebook’s ad-driven business model. In response, it has increasingly looked to expand into financial services to build new revenue streams. But challenges have dogged its plans.

In September 2020, it announced that it would no longer show ads to users when they search for election-related terms, including politicians’ names and “polling place.”. Snapchat. Snapchat still allows political and advocacy ads, as long as they have a “paid for by” disclaimer. TikTok. TikTok has banned political advertising since October 2019. Twitter.

On the live shopping front, Facebook, Instagram, and TikTok are leading the way for full-scale social commerce tie-ins, but ecommerce platforms like Amazon are also building a presence. Paid Advertising. Some social networks and video platforms, including Twitch, YouTube, Facebook, and Twitter, monetize livestreams with paid advertising.

According to research from ad-driven ad tech provider AudienceProject, the Facebook app lost its crown as the most important app among UK consumers in 2019—it was cited by 23% of respondents while 27% said WhatsApp was the most important app to them.

Junior Scott Pence, CMO of Peace Out Skincare, talked with Insider Intelligence about the marketing opportunities within TikTok.