eMarketer Reports by Debra Aho Williamson
Between 2006 and 2023, I wrote more than 120 research reports about social media for eMarketer/Insider Intelligence. My body of work is one of the largest collections of research about social media marketing, social media advertising and social media usage by a single analyst.
US Gen Z Social Media Activities 2023: What Are Their Preferred Platforms for Video, Search, Shopping, Creators, and More?
US Social Media and Messaging Usage: Top Trends to Watch for TikTok, Text-Based Platforms and In-App Messaging
Social Video Usage and Ad Engagement: How Reels and YouTube Shorts Stack Up Against TikTok’s Explosive Growth
Social Search Is Taking Off: How Advertisers Can Benefit as TikTok, Instagram, and Snapchat Take On Google
US Time Spent With Social Media 2023: Video Is Still a Dominant Activity, but Its Booming Growth Is Slowing
Time Spent on TikTok: Gen Zers Aren’t the Only TikTok Addicts—That’s Bad News for Meta, Snap, Netflix, and YouTube
Worldwide Social Media Outlook 2023: After a Tough 2022, the Major Platforms Start a New Chapter
2023
2022
Social Media Trends to Watch for 2023: Platforms Search for New Revenue Models as Gen Z Reshapes the Landscape (with Jasmine Enberg)
Digital Trust Benchmark 2022: Social Platforms Lose Ground as User Trust Fall
The Future of Meta: Our Two-Year Outlook for the Company Formerly Known as Facebook (research lead)
US Social Video Usage 2022: From TikTok to Reels to Livestreaming, Video Is Driving Major Changes in Consumption Patterns
US Social Media Usage 2022: Facebook Falters, Instagram Steadies the Ship, and TikTok Scores with Social Video
Global Social Network Users 2022
2021
US Social Media Usage 2021: Facebook Is Stalling, TikTok Is Challenging Instagram, and Other Key Trends From Our Forecasts
Digital Trust Benchmark Report 2021: How US Social Media Users Rank Social Platforms on Privacy, Safety, Deceptive Content, Ad Relevance, and Ad Annoyance (with Audrey Schomer)
Marketing with Stories 2021: They’re Evolving on Instagram (but Disappearing From Twitter). Here’s How Marketers Can Use Them Effectively
The US Short-Video Landscape: What Marketers Should Know About TikTok, Instagram Reels, and 4 Other Players in This Fast-Changing Space
Marketing in the Short-Video Landscape: Pro Tips and Techniques for TikTok, Instagram Reels, and Other Social Entertainment Platforms
Clubhouse and Social Audio 2021: Straight Talk About When and How Marketers Should Get Involved
US Social Trends for 2021: eMarketer’s Predictions for the Year Ahead
2020
US Social Media Advertising in 2021: Where Marketers Are Investing and How They’re Navigating Brand Safety, Social Responsibility, and Privacy Changes
Influencer Marketing and the Path to Purchase: Creators Share How They Work, What They Measure and What Brands Should Know
Marketing with Stories: Consumer Usage and Best Practices for Organic Stories, Influencer Partnerships and Paid Advertising
US Social Media Usage: How the Coronavirus is Changing Consumer Behavior
US Digital Users 2020: Some Media Activities Got a Pandemic Bump, Others Didn’t. Here’s Why (with Blake Droesch and Ross Benes)
Social Listening: Why the Pandemic is Sparking New Use Cases for an Underutilized Tool
Augmented Reality in Social Media: It’s Growing Up, and the Pandemic is Playing a Role
US Social Trends for 2020: eMarketer’s Predictions for the Year Ahead
2019 and Prior
Coming soon!