Social Media

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Social Commerce Forecast, 2018 To 2023 (China)

    ForecastView Document

    August 12, 2019 Satish Meena

    Social commerce encompasses every step of purchasing a product through the intermediary of a social media platform. We expect social commerce in China to reach $684 billion by 2023, accounting for 34% of online retail sales. This forecast includes WeChat commerce, content-sharing eCommerce, membership-based team purchases, and livestreaming eCommerce for China, as well as a breakdown by key categories.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social Media To Your Marketing Strategy

    Road Map: The Social Marketing Playbook

    August 12, 2019 Jessica Liu, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. B2C marketers should read this report to understand how to successfully advance their social media approach by methodically considering their audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Forrester Analytics: Social Media Advertising Forecast, 2019 To 2023 (Global)

    ForecastView Document

    August 7, 2019 Meenakshi Tiwari, Brandon Verblow

    Social is the fastest-growing digital advertising channel globally in the next five years. Marketers must understand what's driving this spend and adjust their spending strategies to match. This forecast discusses how Asia Pacific, the US, Europe, and the rest of world are faring; it also outlines the global similarities and regional differences. For the first time, we're including video's share of total social advertising spend for 13 key markets: the US, France, Germany, Italy, Netherlands, Spain, Sweden, the UK, Australia, China, India, Japan, and South Korea.

  • For Customer Insights Professionals

    REPORT: TikTok Excels In The Age Of Short Videos

    ForecastView Document

    July 3, 2019 Meenakshi Tiwari

    TikTok is the world's leading platform for short-form mobile videos, but if you're older than 35, there's a good chance you're unaware of the global TikTok revolution. TikTok and short video apps in general are changing how consumers — especially younger ones — perceive and consume social media. In this report we share our insights about TikTok's growth, short video consumption in Asia Pacific, and how it will shape the future of social media.

  • For CMO Professionals

    REPORT: Financial Services Outspends Everyone On Digital Marketing

    Budgets Grow As US Firms Align Budgets To Customer Needs

    July 2, 2019 Shar VanBoskirk, Brandon Verblow

    In 2019, US financial services owns the largest digital marketing budgets and is projected to hold that title through 2023. CMOs should read this brief to learn how US banks, brokerages, insurance firms, and credit providers will flex their spend on search marketing, social media advertising, online display advertising, and email marketing in order to suit changing markets and consumer needs.

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