Social media usage gains from 2020 have largely ended. Facebook will have its lowest growth rate ever, Instagram’s user base is getting older, and Twitter is coming down with a case of post-election malaise. However, TikTok and Reddit are still attracting users at an accelerated pace.

The past year has been a whirlwind for many brands as they readjusted their marketing efforts to keep up with the changing landscape. One such brand, direct-to-consumer (D2C) company Peace Out Skincare, learned to be more nimble as it navigated a then-emerging platform—TikTok—and the Gen Z customers it caters to.

Average daily time spent with media shot past the 10-hour mark last year, pushing media consumption to new levels in Canada.

A semblance of normalcy will return in 2021 after a media-saturated 2020, fueled by the pandemic. But while media time will reset somewhat this year, digital’s influence will continue to grow.

This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.

Digital ad dollars are shifting toward YouTube

Here's when TikTok will dance past Snapchat

Many marketers had long underestimated the value of creators in their marketing mix. That’s no longer the case. Most brands today have incorporated influencer marketing into their media plans, and many intend to allocate even more funds to the tactic this year.

How TikTok shopping would change the app: TikTok is testing a shopping tab, which would make ecommerce more prominent on the app, strengthen its performance marketing options, and maybe get marketers to stop seeing it as just an experimental platform.

The ad market in the UK suffered during 2020, but the decline in spending was only marginal as digital investment took up much of the slack. Indeed, the resilience of digital formats has been palpable amid the pandemic.

Creators now have more ways than ever to make a living online. This report explores how brands should approach and engage creators for partnerships in the new monetization ecosystem.

After explosive user growth in 2019 and 2020, TikTok will reach a pivotal milestone with respect to its youngest users. By the end of this year, the video app will have a larger number of Gen Z users in the US than that of Instagram. And it will surpass Snapchat in terms of total users by 2023, according to our latest social user forecast.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

Older consumers may recall the iconic Bounty TV commercials featuring “Rosie.” But to attract Gen Z, Procter & Gamble is taking its messaging to digital channels. Watch Industry Voices Spotlight on CPG with Janette Yauch, brand vice president of Bounty and Puffs at P&G, to learn how it’s leveraging Twitch and TikTok.

What to look out for at the NewFronts: CTV and social video will shine at this week's digital upfront presentations, as both formats have grown rapidly over the past year.

An expected economic recovery in 2021 bodes well for Canada’s advertising market.

This report explores the impact the pandemic has had on our latest regional estimates and trends for total media, traditional media, digital, and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

On today's episode, we discuss what brand-new forecasts the forecasting team cooked up in Q1, including time spent with TikTok and some direct-to-consumer (D2C) numbers. We then talk about say-through rates for voice ads, the battle between host-read and preproduced ads, and how knowledge workers will soon use a virtual assistant every day. Tune in to the discussion with eMarketer senior director of forecasting Shelleen Shum, directors of forecasting Oscar Orozco and Cindy Liu, and forecasting analyst at Insider Intelligence Peter Vahle.

Facebook remains atop the social ladder

The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.