Retailers embrace unconventional returns tactics: While some like Boohoo are charging fees to offset costs, other methods like UGC content and peer-to-peer returns are gaining steam.

Meta thinks users need stepping stones to the metaverse: Its Crayta announcement suggests many consumers need to be pushed along the “immersion continuum.”

Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution.

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.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

Reviews have always been a key aspect of a consumer’s shopping journey. But nowadays—particularly as more consumers lean on ecommerce—additional information in the form of user-generated visuals is becoming just as critical.

Social media memes have been around for over a decade, but the last twelve months have solidified their position as a staple of digital communication. While the topics themselves are no laughing matter, lighthearted humor about shared struggles has become a coping mechanism—or simply a much-needed distraction—for many.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.

The eMarketer team deliberated extensively to select the 10 key digital trends to watch in 2021 from a list of 43. Which trends narrowly missed the cut? Here’s our first in a series of additional transformative developments that ought to be on your radar in the year ahead.

In his two years in the role, Dunkin' Brands’ CMO Tony Weisman has led the company through a rebrand, updating Dunkin’s image to reflect its growing beverage priorities; expanded brand partnerships, working with companies that may not seem obvious for a business focused on drinks and donuts; and become laser-focused on user-generated content (UGC).

UK consumers are increasingly consuming quality, long-form digital video content, often on TV sets. Marketers’ heads are being turned, and they’re seeking placements in similar environments.