Neutrogena debuts product line on TikTok Shop in a bid to woo Gen Z skincare obsessives: The brand hopes to regain market share in the dermatological space after ceding ground to L’Oréal’s CeraVe and La Roche Posay.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. “It's on TikTok where Kamala is really shining,” said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris’s social media and campaign strategy.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per EMARKETER’s forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

While YouTube’s ad revenue is smaller than what Meta will generate from Reels on Facebook and Instagram, it’s neck and neck with TikTok, and far outpaces streaming platforms.

This year, we’re in a Brat girl summer. The lime green trend used by Vice President Kamala Harris’s campaign joins a handful of other trends going viral this summer. Marketers may be too late to capitalize with their own content, but there are still important takeaways from these TikTok trends that advertisers can apply long after the trends become outdated.

TikTok ramps up lobbying in bid to halt its US ban: Bloomberg reports heavy spending on lawyers and ad campaigns to sway public opinion.

The number of Gen Z social media users continues to rise, but it’s baby boomers who are fueling growth on TikTok and Snapchat.

Women are more likely than men to take actions after watching a TikTok, according to April 2024 data from DISQO.

“Google will account for over half of search ad spending this year, but Google's not the perfect fit for every query that every person could ever ask,” our analyst Evelyn Mitchell-Wolf said on a recent EMARKETER webinar. “It never has been, and now consumers are also going elsewhere to satisfy their search needs.”

The role of the CMO has expanded far beyond traditional marketing expectations. Despite high expectations and many challenges, CMOs can find new opportunities to lead successful teams and drive business growth. Four CMOs share their perspectives for this report.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout’s research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Entertaining social media content isn’t just good for brand lift, it drives conversions, said Kate Kenner Archibald, CMO for social media marketing company Dash Hudson.

On today's tiny "Shark Tank"-style podcast episode, our contestants pitch their most interesting predictions for the rest of 2024 including faceless influencers, what will happen to TikTok, and more. Tune in to the discussion with vice president and analyst Jasmine Enberg and director of Briefings Jeremy Goldman.