Social Media


How COVID-19 Is Testing Social Media’s Ability to Fight Misinformation

The wave of coronavirus (COVID-19)-related content has become a high-stakes test for social media platforms’ abilities to fight misinformation. False recommendations about how to avoid contracting the virus or what measures infected people should take to avoid spreading it have the potential to cause more sickness and death from a pandemic that has already taken thousands of lives worldwide.

Why Tech Companies Can Regain Consumer Trust as Coronavirus Crisis Continues

As the government continues to wrestle with the coronavirus pandemic, US consumers and news organizations have rediscovered one of the things that made social media so valuable: Democratizing information about a fast-moving global story brings to light important narratives that official sources may miss, ignore or suppress.

Working and Studying from Home Shines a Light on Digital Usage

eMarketer principal analyst Mark Dolliver and senior forecasting analyst Oscar Orozco discuss how digital adoption has made it possible—or not—for people to work, study and entertain themselves from home during the COVID-19 outbreak. Who doesn't use the internet? Do people spend more time watching Netflix or YouTube? And which platforms get the most social media attention? They then talk about Spotify Kids, faster same-day delivery and Sling TV losing customers.

The total number of social network users in China will grow 4.8% to 859.1 million in 2020, and by 2023, nearly all internet users (96.8%) will be social network users, according to our forecast. Though the growth rate of social network users in China is slowing, there will be at least 30 million more social network users added annually between 2020 and 2023.

Twitter’s user growth has been plateauing for years, as social media users gravitate toward newer platforms like Instagram and Snapchat. But among the countries included in our forecast for Twitter user growth, seven of the top 10 are in Asia-Pacific—a regional trend also evident with Facebook and to some extent, Instagram.

Three Charts: TikTok Penetration Among US Gen Zers

The media’s obsession with Gen Z and TikTok is ever-present, but whether or not penetration levels are as high as the frenzy would indicate is debatable. Three charts paint a clearer picture of what usage and popularity currently looks like among Gen Zers.

More Retailers Are Investing in Social Advertising

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

Politicians Are Turning to Influencers, Just Like Brands Are

As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.

The Weekly Listen: Online Reviews Value, Snapchat 3.0 and Facebook Suggests Laws

eMarketer principal analyst Mark Dolliver and junior analysts Blake Droesch and Lucy Koch discuss the importance of online reviews, Facebook's suggested EU regulations, WhatsApp reaching 2 billion users, another potential Snapchat redesign, Apple's augmented reality shopping, which country's national animal is a unicorn and more.

Five Charts: Understanding Gen Z’s Devices and Digital Usage

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.

COVID-19's Business and Consumer Impact in Europe

eMarketer principal analyst Karin von Abrams and senior analyst Bill Fisher discuss Europe's response to the COVID-19 outbreak. How have governments reacted? Will this affect Brexit? They then talk about the UK's imminent digital tax, whether the Brits are ready for Disney+ and how not to do social media marketing.

TikTok to Surpass 50 Million Users in US by 2021

Since launching in the US in 2017, social video app TikTok has exploded in popularity. But after nearly doubling its US user base last year, growth for the Chinese-owned app will slow in the coming years as competition heats up and concerns grow among marketers.

How Big of a Splash Can Quibi Make?

eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna discuss the details of the new short-form video platform Quibi. They then talk about Australia suing Facebook, Amazon selling its cashierless technology to other retailers and Postmates new "non-contact" food delivery option.

The Weekly Listen: Virtual Sports Arena Ads, LinkedIn 'Stories' and Ads on Top of Ubers

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and principal analyst Nicole Perrin discuss Facebook’s Pinterest-esque app, virtual sports arena advertising, fines for mobile carriers selling customer location data, ads on top of Ubers, LinkedIn ‘Stories,’ which country has the most islands in the world and more.

Instagram Is Bringing Creators Closer to the Purchase Process

Instagram has been working on several initiatives to enable commerce directly within the app. Last year, it made big moves that bring creators closer to that process.

The Weekly Listen: Generational Consultants, Changes at Disney, and Political Influencers

eMarketer principal analyst Mark Dolliver, junior analyst Lucy Koch and forecasting analyst Eric Haggstrom discuss generational consultants, executive changes at Disney, the rising fortunes of music streaming and the role of social media influencers in politics.

Is TikTok a Social Media Powerhouse or a Passing Fad?

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.

The Role of Influencers in the Purchase Process

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.

Is YouTube Turning Kids Into Budding Shoppers?

Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.

Influencers More Likely to Inspire Gen Zer and Millennial Purchases

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.