Influencer marketing remains both fascinating and frustrating for marketers. In this report, 16 creators share how they work with brands and how they view their role in the path to purchase.

Social ad spending is continuing to rise, and more US marketers—particularly those in retail—will keep funneling money into the channel.

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.

eMarketer vice president of forecasting Monica Peart hosts senior analyst Jasmine Enberg and junior analyst Blake Droesch in a discussion of TikTok's user forecasts, business model and place in the social media spectrum.

eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch recount their experiences interviewing 16 social media creators about how they approach brand partnerships, which platforms are working for them and influencers' role in the purchase process.

Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

Consumers in the US are planning to spend roughly $196 on Valentine’s Day this year, an increase of 21% over 2019, according to research from the National Retail Federation (NRF).

eMarketer principal analyst Debra Aho Williamson discusses Twitter's and Snapchat's Q4 2019 performances. She then talks about how much money Instagram supposedly makes Facebook and the seriousness of the big tech antitrust investigations.

This report will take a look at the key digital habits and personas across age groups in Canada.

We thought 2019 would be the year when social properties finally started making measurable gains in social commerce, and we were right. Instagram led the way, with several new shopping features, including Checkout, that make it easier for consumers to go from inspiration to purchase.

Retailers across Western Europe are pioneering the use of AI to boost digital sales, and new options for delivery and returns are emerging. Yet Europe’s main markets have been slow to embrace social commerce.

The Chinese-owned short-form video app TikTok exploded onto the social media landscape worldwide in 2019, but roadblocks could keep it from rapidly expanding its user base in 2020.

eMarketer senior analyst Jasmine Enberg and principal analysts Jillian Ryan and Yory Wurmser discuss what the digital world will look like in 2020. They then talk about Instagram's user growth deceleration and what shoppers want from in-store associates.

How will social network ad spending and social usage change in 2020? And what will happen in hot-button areas, such as privacy, ad targeting and political advertising in social media? Here’s what we think lies ahead.

This report looks at how digital technology fits into the daily lives of US kids—digital natives who, compared with teens and young adults, aren’t really all that digital.

In 2019, Instagram's US user growth rate will have dropped to single digits for the first time to 6.7%, down from 10.1% in 2018. Starting in 2020, and through the end of our forecast period in 2023, we estimate that the social media platform will grow slower than previously expected.

eMarketer forecasting analyst Peter Vahle discusses our latest adoption figures for Snapchat in India, Indonesia and Japan, and the success of recent platform additions.

Social networks are no longer what they used to be. Case in point: The rise of short video-app TikTok in 2019 is a sure sign that what defines a social network will be very different in 2020.

eMarketer global director of public relations Douglas Clark compares our latest US adoption figures for young adults on Facebook against those of its sister platform Instagram and fierce competitor Snapchat.

With 2020 shaping up to be a chaotic year, these are the video trends marketers will need to pay attention to.