Insights
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
For Most Twitter Users, “X” Won’t Mark The Spot
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
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 […]
Blog
Interoperability Will Be Key To Meta’s Threads Success
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
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
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
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
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
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
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
Twitter Blue Is Still Singing A Sad Tune
Twitter's blue checkmark no longer signals legitimacy. That underscores our guidance to marketers to take a wait-and-see approach to media investments on Twitter.
Blog
Grounding Twitter Ad Dollars Is Common Sense, Not Activism
Elon Musk’s Twitter takeover has been — at best — chaotic and tumultuous. Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Will Twitter become a mainstream Gab with a steady flow of disinformation? While Musk has tweeted that “nothing has changed with content moderation,” racist tweets have surged […]
Blog
Advertisers Pause In Twitter Purgatory
When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake — and that ad dollars are at risk. In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. Soon after, IPG’s Mediabrands […]
Blog
Meta’s Short-Form Video Strategy Isn’t Reeling In Market Share
The company's TikTok alternative simply isn't winning, new Forrester data indicates.
Blog
The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
Blog
Elon Musk’s Twitter Acquisition Has Become Part Of The US Culture War
We’re still several months away from the anticipated close date of Elon Musk’s Twitter acquisition — whether it’s on again or off again depends on the day. A lot has happened in just the five weeks since the deal was announced, and we anticipate more will happen between now and October. But rest assured: We […]
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.
Blog
Twitter: Elon’s Battle Over Free Speech Is A Fight Against Content Moderation
What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.
More posts