Social Media

Creator funds see mixed success: Social platforms offer more monetization tools than ever, but many content providers still struggle to get paid.

Amazon’s expanded agreements with Universal Music Group chip away at long-standing tensions: Creators on Twitch have grown increasingly frustrated with harsh music rebroadcasting rules.

Marketers prefer TikTok to YouTube for influencer marketing: While YouTube struggles to catch up to its competitors, TikTok is yet to reach its full potential.

US Instagram ad impressions are split mostly between two formats. For the US clients of performance marketing firm Tinuiti, 47.0% of impressions came from the feed and 42.0% from Stories in Q4 2021.

Teens continue to leave Facebook, and the platform won’t be able to reverse that trend in 2022 or beyond. But in a surprising twist, the average age of a Facebook user is also starting to decrease.

Twitter continues investing in performance marketing: Its new performance advertising products will be essential to keeping marketers around, despite a waning user base.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

New forecast looks at use of social media platforms for influencer marketing: Instagram will continue to gain ground, while Twitter and Snapchat play catch-up.

Snapchat’s user base in the region grew almost 70% in 2021, to 107 million, compared with just 3.4% in North America.

Close to 75% US marketers will tap influencers for campaigns this year, up about 5 percentage points from 2021.

Leaders from Pandora, Roblox, Riot Games, and more are banding together to make the metaverse safer: Lack of Big Tech support could make implementation impossible.

US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay. Nearly two-thirds of US influencer marketers plan to use the video sharing app in 2022.

Snap poaches Twitter, Instagram execs for ad and ecommerce roles: The platform lags behind competitors in ad revenues and social commerce partnerships, things its new hires could help improve.

TikTok aims to generate $12 billion in ad sales this year: Reaching that goal requires the social video platform to lure more large advertisers.

On today's episode, we discuss the opportunities and challenges within social advertising and how automation will play its part. We then talk about what to expect from micro- and nano-influencers in 2022 and what the most interesting social media video statistics are. Tune in to the discussion with global director of marketing at Smartly.io Riikka Söderlund and eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

Facebook is back in the FTC’s sights: The social media giant’s acquisition strategy is under scrutiny as the next wave of antitrust legislation rears its head.

The new year brings new antitrust roadblocks for Big Tech: Meta is facing opposition from the FTC, and Google is feeling pressure from the EU.

Social commerce is expected to reach more than $1 trillion in 2025: Platforms have invested heavily in the space, though consumers are still uncertain about its trustworthiness.

By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Brad Essig, CMO at PDC Brands (which includes Dr Teal's), to discuss how the brand works with celebrities and influencers, the major consumer insight it gleaned that transformed its marketing, the partners it enlists to bring marketing campaigns to life, and the genesis of its new "Soak It In" campaign.