Insights
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Twitter Needs Advertisers, But Advertisers Don’t Need Twitter
Recent concerns around brand safety should prompt advertisers to test elsewhere.
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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.
Turn 2023 Predictions Into Bold Action
Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.
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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.
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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 […]
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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 […]
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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.
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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 […]
Tackle 2023 With Bold Action & Clear Focus
Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.
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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 […]
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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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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.
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Handling International Data Transfers Is Nothing New — Someone Tell Meta!
If, in the world of privacy, I had to pick one topic that never goes out of fashion, it would be managing international transfers of EU personal data. Since the introduction of the EU Data Protection Directive in 1995 and continuing with the EU General Data Protection Regulation (GDPR), companies engaging in the storage and/or […]
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Advertisers Are Inadvertently Funding Russian Disinformation
Disinformation is fueling war, and advertisers are inadvertently funding the problem. It's time to fight inertia and take action against disinformation.
See Why 2023 Fortune Favors The Bold And Focused
Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.
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Social Media Plays A Bigger Role In Commerce Than Just Buying
Social media can't serve advertisers well as a standalone commerce channel. Instead, treat it as a key driver in the discover and explore stages of the customer journey.
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Social Media Users Interact With Friends And Family More Than Brands
Yesterday, we published the annual refresh of our Forrester social consumer segmentation. In 2021, consumers who use social media at least weekly (the heaviest users we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. The real question for brands is: “Does my target audience want to interact with my […]
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The Metaverse Won’t Fix Facebook
As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.
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LinkedIn Has Not Given Up On The China Market
On October 14, 2021, Mohak Shroff, senior vice president of engineering at LinkedIn, published a blog post: China: Sunset of Localized Version of LinkedIn and Launch of New InJobs App Later This Year. It triggered multiple follow-up reports from major media outlets, with titles containing words like: LinkedIn to Shut Down Service in China Microsoft […]
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Marketers, Stop Being Part Of The Facebook, Inc. Problem — Start Being The Solution
Facebook, Inc. is in the hot seat again due to a recent The Wall Street Journal “Facebook Files” exposé and 60 Minutes whistleblower interview. As we’ve said again and again, a singular event won’t be enough to bring down the social media behemoth. Facebook will experience a degradation of its reputation by a thousand cuts: […]
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