“When we probe into some of the motivations behind social advertising across media buys, we often hear about the value of its scale against highly addressable audiences.”.

Social media advertising will remain vulnerable in Q2 and possibly longer. CPMs will stay low, spending cuts will persist, and ad creative will be tricky to get right.

What would it take for advertisers to leave Facebook? We posed that question to our analysts and industry sources. Take a sneak peek at our upcoming Facebook advertising forecast as well.

Read Insider Intelligence's recent stories.

Facebook is challenged by iOS ad measurement problems: As it reinvents how it measures ad effectiveness, the platform could see some ad dollars shift elsewhere.

Smaller businesses forced to reduce their social media ad buys may see reduced results as they turn to free, organic actions instead.

On today's episode, we discuss whether TikTok is actually a top choice for social advertisers, how it compares with other ad channels, and what to make of the companies current shopping efforts. We then talk about Facebook's "meaningful pivot" around its ad business, the latest Federal Trade Commission suit against the social giant, and whether Reels on the blue app has potential. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Due to pent-up demand for traditional advertising, as well as exploding growth in ecommerce-related ad spending and social media advertising, we expect a record-setting pace for ad spending growth worldwide this year. Moreover, the trend line for future spending has also shifted up, thanks to the unexpected resilience of digital ad spending in 2020.

Here’s how marketers can navigate Q3 2021’s product, commerce, and monetization changes on Facebook, Instagram, Snapchat, TikTok, and Twitter.

Twitter’s latest product road map updates put an emphasis on user experience and, of course, creators: The moves come amid increased competition from other major social players.

This quarter, we are adding TikTok to our social media update series, which analyzes key developments for marketers from the major social platforms.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.

On today's episode, we discuss what brand new forecasts the forecasting team cooked up in Q2, including social media buyers and buy now, pay later service users. We then talk about the 2021 NBA finals ratings, a landmark ruling that lets brands work with NCAA athletes, and why OOH ad prices are on the rise. Tune in to the discussion with eMarketer forecasting analyst Nazmul Islam and director of forecasting at Insider Intelligence Oscar Orozco.

The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.

US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.

That means we consider social media ad buys as transacted almost exclusively via programmatic direct. Social network advertising will account for the lion’s share of our programmatic direct figure, though there is a growing appetite for this transaction method outside the social media sphere.

*Social networks will boost US mobile video ad spending this year.* In-app video advertising on platforms like Instagram and Snapchat was the main driver of growth, with new YouTube and Roku ad inventory helping, too.