On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.

On today’s podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest’s latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

On today’s special edition podcast, EMARKETER analysts Sarah Marzano and Max Willens explore how commerce media is reshaping advertising—covering platform innovation, measurement, and its overlap with CTV and social—before a fireside chat with Chase Media Solutions’ Lauren Griewski. Recorded live at the EMARKETER Commerce Media Trends 2025 virtual summit on May 9th. Listen wherever you find podcasts, or watch on YouTube and Spotify.

Tariffs may reduce US social media ad spend by $10 billion in 2025, or 10% versus our existing forecast.

Brands are shifting away from traditional influencer marketing to tap into the power of everyday consumers sharing authentic content about products they genuinely use and love.

Social media success was once defined by public stamps of approval, but now brands are recognizing that in-feed engagement is both an inaccurate and incomplete approach to measuring impact. Reaching consumers within their DMs has emerged as a growing strategy for many marketers.

This week, in-person events bring consumers closer to brands, agencies face creative challenges, and TikTok’s troubles highlight Pinterest’s potential.

On today’s podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

As the creator economy grows, marketers are considering how they can incorporate AI into their strategies without compromising the consumer trust and human connection the industry relies on.

On today’s special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

Even if TikTok goes away, short social video is here to stay. Consumption will move to other places, and advertisers need to be ready.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it’s not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

As consumers get bored of brands—72% said that “very few really stand out as different,” according to VML’s 2025 Future 100 report—marketers are turning to creative campaigns to attract attention.

On today’s podcast, we discuss the EMARKETER report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off – Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.

41% of US consumers want brands to participate in meme culture and social media trends, according to M Booth. But just 25% want to see brands using popular phrases, expressions, and slang in their content, meaning brands need to be careful their voice doesn’t seem forced or corporate when posting online.

In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

Platforms like TikTok, YouTube, and connected TV (CTV) are all competing for marketing spend. Without clear KPIs, marketers lack an understanding of—and the ability to communicate with leadership about—how campaigns are performing and where they should invest digital video marketing money.