What will the reaction to Sponsored Snaps be? The new ad type’s first partner is “Wicked,” but users may not like the aggressive format.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That’s a sign that brands could invest more in social media ads amid optimism about the economy.

On today's podcast episode, we discuss what could help Snapchat add users in North American again, what a “Simple Snapchat” app could do, and the potential impact of a new “Sponsored Snaps” ad format. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson and Vice President and Principal Analyst Jasmine Enberg.

Trump skips Snapchat ads: Harris invests $5.3M to engage younger voters, capitalizing on key demographics ahead of US president election.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Snap introduces Sponsored Snaps: Full-screen vertical ads now appear in users' chat inboxes as part of Snap’s efforts to grow its ad business.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.​

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

Marketers should play to social media’s positive traits: Gen Z adults have mixed feelings about social media use that can inform marketing strategies.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

Facebook and YouTube dominate, but the rise of unverified stories poses a challenge to credible reporting.

Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.

Social media usage is increasing for all generations, but most quickly for Gen Z. This year, US Gen Z social media usage will grow 7.7% versus 1.8% for the general population’s, according to our May 2024 forecast.

Snap introduces new AR glasses and creator tools: Updates include a unified entertainment feed and simplified app experience, positioning Snap to compete with TikTok and Meta.

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Reddit, unlike most social media platforms, is growing: Facebook, Instagram, and even TikTok are seeing engagement drops, per Comscore data.

They are YouTube, TikTok, Instagram, and Snapchat. There are also more Gen X social network users than linear TV viewers, and YouTube is closing in.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Whether social media can replace linear TV is debatable. But there’s no question that it’s a strong contender for linear TV’s audience and ad dollars.