Within digital media channels, probably the longest-standing gap in measurement information lies with the walled gardens—a group that includes Google, Facebook, a host of other walled social platforms, and Amazon. Some in the industry are also talking more of walled gardens—or attempts to build them—in the connected TV (CTV) or over-the-top (OTT) space.

Despite how consumers feel about it, politics remains a core part of the social media experience. This report explores how marketers should navigate social in the aftermath of the 2020 US presidential election.

Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

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.

eMarketer senior analyst Jasmine Enberg and forecasting analyst at Insider Intelligence Nazmul Islam discuss Twitter's stellar Q4 performance and how it managed to close out a terrible 2020 on a high note. They then talk about Snapchat redefining what friendship should mean, TikTok's fate in the Biden administration, and how much Shopify's "Shop Pay" could help boost Facebook and Instagram Shops.

eMarketer associate analyst at Insider Intelligence Blake Droesch discusses Facebook's latest earnings, new advertiser exclusion controls, and privacy battle with Apple. He then talks about a study analyzing last summer's Facebook ad boycott, what to make of the Oversight Board's first few rulings, and the key to success on Instagram.

Fast-casual restaurant chain Chipotle Mexican Grill is a pioneer in meme marketing, having incorporated memes into its social media strategies since mid-2018.

eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses whether major marketers will pull spending on social platforms because of brand safety and ethical concerns, what to make of Facebook's new advertiser “topic exclusion controls” test, and the types of content consumers prefer brands avoid the most. She then talks about tech companies introducing rules that favor their own business models, Facebook's relationship with political content, and whether Google is waving goodbye to Australia.

Social commerce accelerated in the US in 2020 amid the pandemic-driven ecommerce boom as key platforms advanced their shopping and checkout capabilities.

Can social media ban all the bullies?

Facebook Reality Labs VP suggests privacy matters more than the product experience. Even as Facebook struggles to make the pivot, privacy might finally become a competitive advantage.

In 2021, we expect more major marketers will pull or severely restrict their ad spending on social media platforms due to brand safety or ethical concerns.

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.

With many retail stores temporarily closed during the pandemic, and more consumers turning online to buy goods, major social networks have taken steps to improve their ecommerce offerings.

Experimenting with advertising channels can yield up to 3% better advertising performance, research shows.

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.

Never in the past two decades of social media history have the features, ad formats, and other business initiatives of the four major social platforms looked as similar as they do today.

After a tumultuous year, the social platforms will close 2020 on a high note in terms of ad revenues and users—and with features that closely resemble each other.

It’s no secret that consumers in Latin America are notoriously heavy social network users; 87.1% of the region’s internet users will use a social network at least once a month in 2020, more than those in any other world region. Now, TikTok is benefiting from that love of online socializing where its blend of music, dancing, and video is attracting a fast-growing audience.

Hispanic consumers have endured exceptional financial volatility—mostly bad—during the pandemic. Even in normal times, this population is a moving target, with its diverse components evolving in financial strength, degrees of acculturation, and digital engagement.