social media

How will social media change as consumers move toward more private and ephemeral experiences? Read our insights on how social media will adapt.

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Insights

Blog

The US Senate Hearing To Protect Online Children: Alcohol Use Is “Age-Gated” — Why Isn’t Social Media?

Kelsey Chickering January 24, 2024
Social media platforms are under fire for their failure to protect children against a wide range of issues, including mental health concerns and sexual exploitation. This will be the main topic at a January 31 US Senate hearing, where the CEOs from Meta, X, TikTok, Snap, and Discord will testify on what they’re doing — […]
Blog

Very Human Takeaways From An AI Event

Phyllis Davidson December 20, 2023
Learn key takeaways from the 2023 Berkeley Business Analytics & AI Summit, which had the theme of “Analytics, AI, and Society: Towards a Wiser World?”

Global

Don’t Miss Our Live 2024 Predictions Deep Dive

Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

Musk’s Message Marks X’s Official Breakup With Big Brands

Mike Proulx November 30, 2023
It’s not every day that a prominent business owner tells its revenue suppliers to “go f— [themselves],” but that’s exactly what Elon Musk said to X advertisers yesterday during The New York Times’ DealBook Summit — not once but three times (the latter instance using the acronym “GFY”). This came just shortly after Musk apologized […]
Blog

How GenAI Is Impacting The Social Tech Landscape

Kelsey Chickering November 28, 2023
Generative AI’s emergence triggered a landslide of interest and experimentation across sectors, including social media and content. Forrester’s Global AI Software Forecast, 2023 To 2030 supports this, as content marketing is the third-largest category for specialized genAI software spend. The rapid evolution of generative AI technology within the social tech landscape has sparked a race […]
Blog

Advertisers Will Take The Bait And Test TikTok Shop This Holiday Season

Kelsey Chickering November 21, 2023
TikTok Shop will be a key player this holiday season. Discover how advertisers can get the most out of the new social commerce player.
Blog

TikTok Usage Plateaus Among US Gen Z Teens

Mike Proulx November 2, 2023
The results of Forrester’s Youth Survey, 2023, are in. This annual survey examines consumer and online behaviors of US teens 12–17 years old. Weekly TikTok Usage Peaked In 2022 Yet Placed First With US Teens In 2023 Two years ago, we reported that weekly usage of TikTok had surpassed Instagram among US teens — with […]
Blog

Predictions 2024: Digital Commerce Will Go Small, Artificial, And Augmented

Emily Pfeiffer October 25, 2023
Digital commerce in 2024 will adopt artificial intelligence and augmented reality to solve specific use cases. Overall, digital businesses will apply surgical precision, rather than sweeping change, to their technology decisions. Read our predictions.

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.

Blog

Boost Your Social Media Team With A Social Suite Provider

Kelsey Chickering October 24, 2023
Social media is now a mainstay of most marketing plans, and shifts in the media landscape make social suites critical for marketers to efficiently manage their social media efforts — all in one place. What Are Social Suites? Forrester defines social suites as: platforms that combine multiple social tech capabilities into a single unified offering, […]
Blog

“TikTok Shop” Launch Makes US Social Commerce Plausible

Kelsey Chickering September 12, 2023
ByteDance officially launched its social commerce experience, “TikTok Shop,” in the US. It includes features such as a dedicated shop tab for searching products or browsing product categories, the ability for creators to tag products for purchase, an affiliate funnel for sellers, secure checkout, and brand product portfolios. So far, over 100,000 creators signed up […]
Blog

For Most Twitter Users, “X” Won’t Mark The Spot

Mike Proulx July 24, 2023
Twitter's name change marks the beginning of the end for the app that once defined the microblogging space.
Blog

Overscripting Will Sabotage Your Creator Partnerships

Kelsey Chickering July 17, 2023
In Forrester’s Q1 2023 B2C Marketing CMO Pulse Survey, nearly three-quarters of US B2C marketing and advertising execs say that they plan to partner with creators and influencers in 2023. This doesn’t mean that all of these partnerships will succeed, however. In our just-released report, Best Practices For Creator Marketing Campaigns, we found that overdirection is […]
Blog

Meta’s Advertising Backbone Guarantees Threads’ Monetization

Kelsey Chickering July 6, 2023
Last night, Meta launched its rival app to Twitter, Threads, in 100 countries. This new app is garnering initial excitement and downloads, but it still has a long road ahead to scale and retain an audience, integrate new features, and eventually monetize through advertising. The easiest part for Meta will be monetizing Threads because if […]
Blog

Interoperability Will Be Key To Meta’s Threads Success

Mike Proulx July 5, 2023
Though Meta's "Threads" shows promise at its initial launch, it's met with an already crowded Twitter-alternative market.
Blog

From Breakup To Makeup: e.l.f.’s Creator-Led Media Strategy Spins Sorrow Into Sales

Kelsey Chickering May 30, 2023
E.l.f. exemplifies a creator-led media strategy with premium content. Discover how the brand hit the mark with their TikTok couple collab.
Blog

The Rise Of The Creator Economy: Creators Displace Advertising Paradigms

Kelsey Chickering May 10, 2023
With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down. Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight. They […]
Blog

A TikTok Ban? It’s America First, Taking Aim On Short-Form Video

Mike Proulx March 23, 2023
TikTok CEO Shou Zi Chew testified before the House Energy and Commerce Committee today amidst rare bipartisan agreement that the app poses a national security threat to the US and should be banned. A TikTok Ban Is Preemptive, Based On Suspicion, Not Substantiation The statements made and questions asked by members of Congress today are […]
Podcast

Social Media Turmoil Drives New Ad Strategies

What It Means March 9, 2023
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Blog

Meta Verified Copies Twitter But Courts Creators

Mike Proulx February 22, 2023
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]
Blog

Twitter Needs Advertisers, But Advertisers Don’t Need Twitter

Kelsey Chickering December 28, 2022
Recent concerns around brand safety should prompt advertisers to test elsewhere.
Blog

Consumers Haven’t — And Don’t Plan To — Shop Via Social Media

Kelsey Chickering November 16, 2022
US consumers have little interest in doing their shopping — let alone holiday shopping — on social media platforms.
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