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eMarketer Releases Social Trends and Predictions for 2018

This year, Facebook will account for 23 percent of all U.S. digital ad spending. They are also anticipated to take in 10 percent of spend on both digital and nondigital advertising in 2018.

To expand on their already growing dominance, Facebook’s ad revenue in the U.S. has been forecast by eMarketer to reach $21.57 billion this year, which is double the amount that will be spent on newspaper advertising ($10.74 billion) and almost even with what advertisers will spend on all print ads ($23.12 billion). By 2019, Facebook is anticipated to account for 11.3 percent of all U.S. ad spending, as opposed to 10 percent for print. 

Other key takeaways: 

  • Snapchat's ad revenue is growing thanks to some platform improvements.
  • Twitter's ad revenue remains flat.
  • Instagram has already zoomed ahead of Twitter as a marketing vehicle.
  • Six out of every 10 people in the U.S. will use social networks this year.
    • What does that mean?
      • The social network user base will be about 32 million shy of the entire U.S. adult TV audience (232 million). 
      • It will be only 29 million less than the U.S. digital video audience (229 million).
      • It will be well over double the number of U.S. adults who read magazines (91 million).
  • Messaging apps, historically more popular overseas, will begin to rival social networks in terms of usage.
  • Influencer marketing will continue to be closely watched by regulators. 
  • We will still consume lots of video content via social, but audiences will remain small for social-only shows. Around eight in 10 Facebook users never even click on the Watch tab. Did you know it was there?


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