Social Marketing

The Facebook Cambridge Analytica revelations changed the way people in the US think about online privacy. And it should come as no surprise that many have grown wary over the mishandling of personal information.

Brand safety remains a concern, and one wrong move by marketers can tarnish consumer sentiment. So what do the negative perceptions caused by consumers encountering offensive content mean for brands and the platforms that carry their advertising?

Fewer people in the US are accessing social networking sites via computers, with the majority of users now exclusively on mobile devices. We forecast that 51.7% of US social network users will be mobile-only in 2019.

Twitter is a modern public square where many voices discuss, debate and share their views. Media personalities, politicians and the public turn to social networks for real-time information and reactions to the day’s events. But compared with the U.S. public overall, which voices are represented on Twitter?

MGH, a full-service restaurant marketing agency, announced the results of a study that examined how influential a brand’s social media marketing can be when it comes to driving restaurant trial and customer loyalty.

When it comes to shopping, social media seems to have somewhat limited influence on parents’ purchasing behavior—but they’ll use it (and other online resources) for research.

A significant number of retailers in North America are now working with influencers as part of their marketing strategy. According to polling by Retail TouchPoints for referral marketing platform Extole, 31% of retailers said they have worked with brand advocates to become influencers, 30% used microinfluencers and 28% used paid celebrity influencers.

Facebook has been under fire from the mainstream media for about a year, but its brand-safety and privacy scandals haven’t deterred advertisers. In its recent Q4 earnings report, the social giant reported its North American average ad revenues per user (AARPU) were up nearly 30%, and more advertisers than ever are buying.

About half of Facebook users say they are not comfortable when they see how the platform categorizes them, and 27% maintain the site’s classifications do not accurately represent them

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Thanks to social media, hundreds of millions of individuals are liking, commenting on, and sharing content throughout the course their day. However, as last year’s Fullscreen report “Understanding Multigenerational Youth Audiences” revealed, gen Zers admit to spending “way too much time” with social media or that “it was a problem.” Even a recent survey by Pew Research found that more than half of young people say they would “have a hard time” giving up social media.

In the latest episode of “Behind the Numbers,” forecasters Monica Peart and Eric Haggstrom dig into eMarketer’s latest estimates for global social network use, highlighting markets where players other than Facebook show noteworthy uptake.

40% of the world’s population use social media. With some industry reports claiming that consumers on average spend two hours every day sharing, liking, tweeting and updating on these platforms, what does 2019 hold?

U.S. Hispanics share social media content five times more often than non-Hispanic Whites. The infographic below provides a snapshot of how Hispanics use social media and the internet to stay connected to information, brands, and their communities.

The use of digital technology has had a long stretch of rapid growth in the United States, but the share of Americans who go online, use social media or own key devices has remained stable the past two years, according to a new analysis of Pew Research Center data.

Kantar Media has performed an analysis comparing the top 50 advertisers on Facebook to the top 50 advertisers across all measured media. During the first half of 2018, the leading Facebook advertisers spent $1.1 billion on the platform – representing approximately 11% of their total multimedia ad investment, indicating a significant shift in spending to Facebook.  By comparison, the leading advertisers across all measured media spent 4% of their total budgets on Facebook, or $560 million, while spending $8.6 billion on national TV.

When it comes to social behaviors, US residents who hail from Latin America tend to be more social and team-oriented than the overall population.

Video ad spending on social properties is growing rapidly. In the latest episode of eMarketer’s “Behind the Numbers,” we break out highlights of our new forecast for social video ad spending, and dig into the growth drivers.

Produced by Telemundo and Somos Productions, the fourth annual “Latin AMAs” pays tribute to today’s most influential and iconic Latin artists, as voted by the fans in the tradition of the “American Music Awards,” the world’s largest fan-voted award show.

In today’s episode of “Behind the Numbers,” we’re talking about the “Big Three”—the largest digital ad platforms. We dig into their revenue streams and discuss how their businesses are changing, and why,