YouTube Shorts debuts in the US: The feature may just be another TikTok clone for now, but if YouTube can successfully harness its existing base of video content creators, it could set Shorts apart.

Social entertainment is here to stay. With the dramatic rise of TikTok, along with the growing number of traditional social platforms and standalone apps in this space, we are convinced that short, user-generated videos will be a lasting part of the social media landscape, particularly for organic and influencer marketing, paid advertising, and social commerce.

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.

eMarketer senior forecasting analyst Peter Newman and junior analyst at Insider Intelligence Blake Droesch discuss how the pandemic affected Americans' social networking behavior and where the major platforms now rank. Then, Blake talks about Facebook allowing cross platform messaging between Messenger and Instagram, shopping on Reels and IGTV, and a Delta Air Lines social media post.

eMarketer principal analyst Debra Aho Williamson and junior analyst at Insider Intelligence Blake Droesch discuss whether Instagram's "Reels" feature can steal users from TikTok. They then talk about whether Twitter might buy TikTok, the Federal Trade Commission's potential Twitter fine and a new study about how young consumers engage with premium video.