Despite the hype, most US consumers won’t make a purchase via social media in 2021. Discovery and consideration, rather than direct transactions within social apps, will remain key opportunities for brands next year.

From the growth of TikTok and of social commerce to the challenges of brand safety and the cookieless future, 2021 will be another year of big stories for social media.

Many social media platforms have started making measurable gains in social commerce, but according to a June 2020 Bizrate Insights survey conducted for eMarketer, there’s still a ways to go.

eMarketer principal analyst Debra Aho Williamson, senior analyst Jasmine Enberg, and junior analyst at Insider Intelligence Blake Droesch discuss what they're paying attention to in 2021, and why: the rise of social entertainment, WhatsApp's next move, and stalling social commerce.

More than a year since launch, Verishop has made strides in the marketplace landscape. In addition to boosting discoverability efforts and continuing to work with direct-to-consumer (D2C) brands, the company is also dipping its toes in the social commerce arena.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, vice president of content studio Paul Verna, and senior analyst at Insider Intelligence Sara M. Watson discuss how social media might (actually) be regulated, social commerce, the ceiling for Disney+, Snapchat rolling out TikTok competitor "Spotlight," Spotify testing Snapchat-like Stories, Facebook paying UK publishers for news in 2021, why you should never trust a raven, and more.

Earlier this month, Mucinex unveiled Sickwear, a six-piece fashion collection that aims to help consumers get through the cold and flu season in style. While it may not be the typical route for a healthcare brand, its parent company RB has been leveraging different channels, including TikTok and now social commerce, to reach consumers—particularly those who may not be aware of its direct-to-consumer (D2C) business.

Instagram has rolled out Instagram Shopping for its long-form video platform IGTV, part of the company's push to make social commerce more central to the app.

Retailers across Western Europe are pioneering the use of AI to boost digital sales, and new options for delivery and returns are emerging. Yet Europe’s main markets have been slow to embrace social commerce.

Considering the important role they play in other trends in our list of social media predictions for 2021, such as social commerce and livestreaming, the impetus to use influencers will continue to grow.

The influencer marketing industry is changing, and the pandemic is propelling many of the major shifts in the market.