In the lead-up to the election, many social media users expressed growing exhaustion with the user experience due to the influx of political content. But those feelings of “election fatigue” didn’t cause most users to decrease their engagement on social.

The adoption of social commerce—the ability to shop and buy, directly or indirectly, via social media platforms—accelerated during the pandemic. The vast majority of social commerce today is within the discovery and consideration stages. However, checkout capabilities are not available from the leading social networks in Canada.

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

The pandemic led to many upward revisions of our UK digital user forecasts. Some changes (podcast listeners) will be permanent, while others will be temporary (digital gamers). Our social network user numbers, meanwhile, didn’t change much at all.

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.