Insights
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Measure Creator Marketing Partnerships With A Composite Set Of Metrics
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations. As such, marketers should avoid looking for one “silver bullet” metric to determine the success of their creator partnerships. Of course, adequately measuring creator programs is easier said than done given that creator relationships are often dispersed throughout the enterprise […]
Blog
How Customer Marketers Piece Together A Customer Advocacy Tech Stack
The Forrester Tech Tide™: B2B Customer Advocacy And Reference Technologies, Q4 2024, shows a fractured market. Yet while recent disruption has caused angst, it has also spurred innovation. Marketers have plenty of options.
Blog
Today’s TikTok Appeal Pressure-Tests The First Amendment
This morning, attorneys for TikTok appeared before the federal appeals court in Washington — challenging a law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. What’s at stake? TikTok’s 170 million US users and 7 million businesses that rely on the app. TikTok believes […]
Blog
Supreme Court Punts Flimsy Laws Limiting Social Media Content Moderation
Dismantling content moderation on social media platforms would have a host of negative consequences and change marketers' spending decisions.
Blog
Banning TikTok Creates A Meta Monopoly
Despite increased anti-trust Congressional measures, a ban on TikTok will hand a monopoly to Meta’s Reels.
Blog
The US Senate Hearing To Protect Online Children: Alcohol Use Is “Age-Gated” — Why Isn’t Social Media?
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
How GenAI Is Impacting The Social Tech Landscape
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
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
Customer Community Platforms: A Little More Conversation, A Lot More Action
Have you ever heard a leader of a successful business proudly announce that they don’t much care about understanding their customers’ needs? Yeah, me neither. The data from Forrester’s recent report, The State Of Customer Obsession In B2B, 2023, is clear on the value of knowing what drives your customers. Customer-obsessed organizations outperform their peers […]
Blog
Boost Your Social Media Team With A Social Suite Provider
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
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
Overscripting Will Sabotage Your Creator Partnerships
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
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 […]
Podcast
Social Media Turmoil Drives New Ad Strategies
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 Hit With €390 Million Fine And An Uncertain Advertising Future
Learn what the latest ruling against Facebook and Instagram means for marketers.
Blog
Twitter Needs Advertisers, But Advertisers Don’t Need Twitter
Recent concerns around brand safety should prompt advertisers to test elsewhere.
Blog
Consumers Haven’t — And Don’t Plan To — Shop Via Social Media
US consumers have little interest in doing their shopping — let alone holiday shopping — on social media platforms.
Blog
Meta Pixel Fiasco Underscores Why Marketing And Risk Must Work Together
Marketing and risk share a common goal: building customer trust. By partnering, marketers and S&R pros can use the growing momentum around consumer privacy to grow customer trust.
Podcast
Why Are Brands Funding Misinformation?
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
Blog
The Majority Of Chinese Social Media Users Are Social Savants
Compared to their US counterparts, online adults in China are far more likely to use social media to buy products and interact with brands. Here are three takeaways for marketers.
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