Minda Smiley
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senior analyst at @emarketer
Articles by Minda Smiley
How a Nationwide Classroom Cell Phone Ban Would Affect Social Network Use
Classroom cell phone bans stand to reshape teen social media habits. They’re reducing ad opportunities while signaling broader shifts in how young audiences engage online. Key Question: How would a nationwide classroom cell phone ban affect time spent on social networks and social networks’ ad revenues? Key Stat: A nationwide classroom cell phone ban would cost TikTok over $1 billion in ad revenues this year, per our estimates.
Social Users and Time Spent Forecast 2026
Social networks face slowing time spent growth as video matures and public and regulatory scrutiny increases. New bets on AI, commerce, and entertainment are reshaping user engagement and marketing strategies. Key Question: How should brands develop their marketing strategies in response to shifting user behaviors and habits on social media?
Gen Alpha’s Social Media Usage 2026
Gen Alpha is becoming more active on social media just as regulation and safety concerns grow. New attitudes—and rules—around social media use will invariably shape their habits. Key Question: The oldest Gen Alphas turn 13 this year; how are their social media behaviors and preferences shaping up? Key Stat: YouTube will attract 30.7 million Gen Alpha viewers in the US this year, according to our forecasts, reaching about two-thirds (66.3%) of the generation.
TikTok Marketing 2026
TikTok’s US reset is helping fuel its ad, commerce, and creator momentum. But mounting competition, regulatory pressure, and shifting user habits threaten its ability to remain highly relevant to marketers. Key Question: How are marketers approaching TikTok in the US this year now that talk of a ban is behind it?
Snapchat Marketing 2026
Table of Contents Executive Summary Snapchat faces an uphill battle on the user front Snapchat’s ad revenues continue to grow thanks to strategic shifts Snapchat is still struggling to carve out a place for itself in the creator economy Snapchat’s unique position in social gives marketers distinct opportunities The platform faces several legal and regulatory threats in the US, some of which are already having an impact Recommendations for marketers EMARKETER Interviews Media Gallery
YouTube for Social Media Teams 2026
Table of Contents Executive Summary Social media teams have been sleeping on YouTube, but that’s starting to change There’s a real opportunity for marketers to connect with audiences via YouTube Shorts Social teams are also experimenting more with long-form video on YouTube YouTube has emerged as a key element of social marketers’ GEO strategies Marketers may be undervaluing creators on YouTube Social marketing on YouTube still remains constrained by legacy thinking and cost concerns...
The Reddit Advertising Opportunity
Reddit’s growth is creating more opportunities for marketers to leverage the platform. This report outlines the challenges brands face when building a Reddit strategy and how they can respond.
Social Media Legislation and Regulation 2026
Lawmakers in the US are stepping up social media regulations aimed at protecting minors. Phone bans, age verification, and limits on targeting reduce risks for kids, but squeeze reach and ad efficiency for marketers reliant on teen audiences. Key Question: How will legislation and regulation geared toward restricting minors’ access to and usage of social media impact marketers in the US this year?
US Social Commerce Forecast 2026
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Creator Economy Trends to Watch in 2026
Creators’ fears over AI’s impact on their livelihoods will turn out to be overblown Brands will turn to creators to bolster their live shopping efforts Social platforms will use subscriber revenues and other perks to (unofficially) seek more creator exclusivity Brands’ pursuit of scale will revive investment, M&A in the creator economy Newsrooms will double down on the creator economy but struggle to find their footing
Social Trends to Watch in 2026
Social networks will stumble trying to sell AI features to everyday users TikTok will no longer be the platform to beat Lawsuits and regulations will begin to fundamentally shift how kids use social media Platforms and brands will try to capitalize on people’s desire to spend less time on social media Agencies will be forced to recalibrate as they adapt to AI-driven shifts across the social landscape
Social Video 2025
Social video’s momentum continues, signaling just how crucial video has become for social networks big and small. The emphasis on video has put social networks more directly in competition with streaming platforms, further blurring the lines between the two. Key Question: How can marketers better understand and leverage social video’s rise? Key Stat: By 2027, we expect US social video ad spending ($84.58 billion) to surpass TV and CTV ad spend combined ($82.72 billion).
Creators are breaking into podcasting more than ever before
US creator podcast revenues will approach $1 billion this year, per our forecast. That marks a 27.3% jump YoY. Podcast creator revenues are growing at nearly twice the rate of social media creator revenues, which will increase 15.8% YoY to $17.76 billion in 2025, according to our estimates. Podcasting represents a small share of total creator revenues.
Reddit sees growth as users seek relatable content
Though several factors explain Reddit’s time spent growth, much of it stems from Reddit offering perspectives from real people that are harder to come by these days. Reddit is seeing bigger time spent gains YoY than any other social platform we track. We expect US Reddit users to spend an average of 34 minutes per day on the platform this year, a 3.7% jump YoY.
Social platforms have set their sights on monetizing messaging
Brands can’t run ads within DMs, but they’re getting close. In September, Snapchat said it would begin testing Sponsored Snaps—sponsored messages that appear within its main chat tab. That’s the biggest indication yet that platforms are serious about turning messaging into a monetizable space. Snapchat’s first Sponsored Snap was for the movie Wicked. Users receive a limited number of these Snaps, which eventually disappear if left unopened. TikTok is experimenting with conversational ads.
TikTok’s CPM rates are gaining ground on Meta’s
Despite its popularity, TikTok’s ad revenues are relatively small compared with those of the social behemoth Meta. This year, we expect US ad revenues on TikTok to reach $10.42 billion—that’s about 16% of the $64.63 billion in ad revenues we anticipate for Meta. But CPMs on TikTok are inching closer and closer to Meta’s each year, per our forecasts. Advertisers spending on TikTok may be looking for a clearer ROI as those prices rise. The gap between TikTok’s and Meta’s rates is getting smaller.
Vidmob B2C Marketer Research: Maximizing Advertising Effectiveness with Creative Insights
Vidmob, the leading creative data company, today revealed key findings from a Forrester Opportunity Snapshot study, “Maximize Media Impact With AI-Driven Creative Insights”. The study, commissioned by Vidmob and conducted by Forrester Consulting, highlights the importance of creative quality and measurement in maximizing advertising effectiveness, including approaches and tools used by B2C marketing leaders to predict and measure creative impact.
Brands are embracing ad-free features on social media, like comments and DMs
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Longer videos are easier for social media platforms to monetize
Become a ClientGet a DemoPricing Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
The Daily: LinkedIn is well into its second act, marketers TikTok ban preparations, and Coin App or TikTok Notes?
On today's podcast episode, we discuss the main ways that LinkedIn has changed, whether TikTok can steal significant Gen Z market share from them, and whether daily games is the right fit for the employment-focused social media platform. "In Other News," we talk about how marketers are preparing themselves for a potential TikTok ban and which of TikTok's new initiatives has the most potential. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.
B2C marketers are increasingly eyeing LinkedIn
LinkedIn’s not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. “LinkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,” said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known. B2C marketers are tailoring their messaging to the platform.
The Daily: Can Snapchat be "less social media", how it turned revenue around, and what Snapchat+ is doing for the company
On today's podcast episode, we discuss whether Snapchat's “Less social media. More Snapchat” is working, how concerned folks should be about its slowing user growth, and what to make of its revenue turnaround. Tune in to the discussion with our analyst Minda Smiley. Subscribe to the “Behind the Numbers” podcast on Apple Podcasts, Spotify, Pandora, Stitcher, YouTube, Podbean or wherever you listen to podcasts.
GenAI’s use by social media marketers is already widespread, especially for content creation
Companies are baking genAI into several different aspects of their social strategies and workflows. But it’s already delivering dividends during content creation, especially because demand for content is sky-high. It’s helping social teams work more efficiently. Social media managers are notoriously overworked, often juggling content strategies across several platforms.
TikTok can’t count on Gen Z for big gains in time spent anymore
TikTok remains Gen Zers’ preferred social network in terms of time spent, but its growth is hitting a wall. That’s natural, given the enormous amount of time they’re already spending on the app. Adult Gen Z TikTok users will spend an average of 1:16 on the app daily this year. That’s roughly equivalent to an episode of “Stranger Things.” This cohort will make up the platform’s second-biggest age group in terms of users, just behind 25- to 34-year-olds.
There isn’t a clear go-to platform for social search among Gen Z
TikTok often gets all the attention, with headlines trumpeting it as Gen Z’s new search engine. But the reality is more nuanced. YouTube was the most popular destination for social searches among this generation. Nearly 60% of Gen Zers who used social search had searched on YouTube in the preceding month, our survey found, putting it ahead of TikTok and Instagram.
eMarketer Podcast: The Daily: What's behind the upswing in social ad spending, can X claw back some share, and NYC sues the social giants
Become a ClientGet a DemoPricing Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
eMarketer Podcast: The Daily: Young people's evolving relationship with social media and how usage is at a crossroads
Become a ClientGet a DemoPricing Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Gen Z prefers Instagram over TikTok for DMs
More than half of respondents said they use social platforms for messaging, making it one of the most popular activities. When it comes to Instagram and TikTok, however, the former has a more mature offering that’s been around longer, giving it a firm lead for now. Instagram is the clear winner. Nearly three-quarters of respondents who’ve sent DMs in the past month did so on Instagram.
What brands can learn from Instagram, Pinterest, and TikTok’s 2024 predictions
The news: This month, Instagram, Pinterest, and TikTok shared trend reports for 2024, outlining what they think will take off among users—particularly Gen Z. Their forecasts indicate messaging, search, and shopping will become even bigger priorities across platforms. Survey says: Instagram surveyed Gen Zers around the world, finding that sustainable fashion choices, self-improvement, and activism will be top of mind for this generation next year.
Coworking with Courtney Harwood
Get marketing news you'll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Courtney Harwood is CMO at Everside Health. Throughout her career, she’s held marketing roles at companies including Xerox, Clear, the Financial Times, and FreshDirect.
Coworking with Haley Thorpe
Get marketing news you'll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Haley Thorpe is content marketing manager at Fohr, an influencer and ambassador marketing company.
Coworking with Emma Herrman
Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Emma Herrman is communications director at Greenbush: The Education Service Center, an educational organization based in Kansas. She was initially hired as its hospitality and programs coordinator in 2020, a role that involved planning logistics for professional-development events in school districts across Kansas.
Coworking with Michelle Urwin
Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Michelle Urwin is senior director of strategic marketing at Skai, a digital advertising platform. Favorite project you’ve worked on?
Coworking with Tyler Rochwerg
Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Tyler Rochwerg is senior manager, digital experience and creative content lead at Neutrogena Studios. He’s spent the past eight years at Johnson & Johnson Consumer Health in various roles. Currently, he leads digital experience for the Neutrogena, Rogaine, and Clean & Clear brands. Favorite project you’ve worked on?
Coworking with Kristen Klein
Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Kristen Klein is CMO at Ronald McDonald House Charities of Greater Cincinnati. Favorite project you’ve worked on? Our capital campaign to raise $50 million for an expansion so that we would finally have enough rooms so that everyone who wants to stay at our House can do so. We exceeded the goal in 18 months.
Coworking with Richard Donahue
Each Tuesday, we spotlight Marketing Brew’s readers in our Coworking series. If you’d like to be featured, introduce yourself here. Richard Donahue is CMO at Ibotta, a free cash-back rewards and payments app. How would you describe your job to someone who doesn’t work in marketing? We’re just trying to grab people’s attention for a second so we can explain to them why we think they would like using our product. What’s your favorite ad campaign?
A week after the Roe v. Wade draft came out, here’s how companies are (and aren’t) responding
As we covered last week, many brands have stayed silent on the recent Roe v. Wade news. Refresher: In response to restrictive anti-abortion laws in states like Texas and considering abortion would almost immediately become illegal in most cases in at least 13 states if the Supreme Court overturns Roe v. Wade, brands including Levi’s, Amazon, Tesla, Citgroup, Yelp, and more have offered to help cover travel expenses for employees accessing out-of-state abortions in some capacity.
Coworking with Erica Gunn
Each Tuesday, we spotlight Marketing Brew’s readers in our Coworking series. If you’d like to be featured, introduce yourself here. Erica Gunn is CMO at Canto, a company that specializes in digital asset management solutions. Prior to joining Canto, she was head of marketing at Adobe Workfront. How would you describe your job to someone who doesn’t work in marketing?
Coworking with John Franklin
Each Tuesday, we spotlight Marketing Brew’s readers in our Coworking series. If you’d like to be featured, introduce yourself here. John Franklin has taken an untraditional path to marketing. At 17, he joined the Royal Air Force in the UK, serving as a maintenance and safety officer for 21 years. “During that time, I was awarded an MBE (one award down from a knighthood) by the queen at Buckingham Palace for a safety campaign during the Gulf [War],” he told Marketing Brew over email.
Coworking with Anna Curtis
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Anna Curtis is the digital marketing manager at Neon One, a company that specializes in software for nonprofits. "I introduce and reiterate our brand online with people that work at nonprofits," she told Marketing Brew.
Coworking with Tod Meisner
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Tod Meisner is a brand manager at Aflac, where he leads the company's enterprise social media strategy. Before joining Aflac, Meisner told Marketing Brew he worked both on the agency side and client side as a social media strategist. How would you describe your job to someone who doesn't work in marketing?
Coworking with Angie Yarbrough
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Angie Yarbrough is the co-founder and principal of Stratistry, an advertising agency based in Dallas. With a passion for building enduring brands, Yarbrough shares how she navigates industry trends using her strategic experience. How would you describe your job to someone who doesn't work in marketing?
Coworking with Alie McCardle
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Alie McArdle is a digital content producer at circle S studio, a marketing agency based in Richmond, Virginia. How would you describe your job to someone who doesn't work in marketing? I write the stories behind videos, social media captions, and other content in a way that resonates with your beliefs. Favorite project you've worked on?
Coworking with David Stagg
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. David Stagg is president of Mainline, an esports tournament software company. "Our company works directly with gaming-related clubs and organizations on college campuses to run esports tournaments for that specific school," he told Marketing Brew. "Think of it like pickup basketball.
Brands that recently chose new agencies
It's not officially spring just yet. But some companies are looking for a fresh start anyway. Here's a roundup of agency selections from last month + the beginning of March: Reynolds Consumer Products, home of aluminum foil, plastic wrap, and garbage bag brands, has chosen DDB Chicago as its creative agency of record. And DDB New York won Kroger Health. It's the end of an era for Steak-umm, the frozen steaks brand that got famous on Twitter thanks to Allebach Communications.
Coworking with Mary Placito
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Mary Placito is an account manager at Story, a marketing agency in Greenville, South Carolina. "I am the face and voice of our agency to all clients. I balance creative ideation with logical execution constraints," she told Marketing Brew. How would you describe your job to someone who doesn't work in marketing?
Coworking with Kelly Grega
Each Tuesday, we spotlight Marketing Brew's readers in our Coworking series. If you'd like to be featured, introduce yourself here. Kelly Grega is content manager at Cohn Marketing, an agency based in Denver. In her role, Grega told Marketing Brew she's "responsible for curating the narrative of Cohn and our clients across all mediums." Describe your career to date. Like many employees at Cohn, I had an atypical path into the marketing world.
Coworking with Matei Psatta
Each Tuesday, we're spotlighting Marketing Brew's readers in our new Coworking series. If you'd like to be featured, introduce yourself here. Matei Psatta is co-founder and CMO of TPS Engage, a startup that helps companies advertise on digital billboards. How would you describe your job to someone who doesn't work in marketing? Right now, I help people get on digital billboards for a fraction of what they think it'll cost.
Marketing Brew's Super Bowl quiz
As expected, this year's crop of Super Bowl ads didn't rely on heavy or somber themes. Instead, celebs (and robotic dogs?) were everywhere, nostalgia had a moment, and Coinbase's QR code commercial ended up crashing its app. Last week, we asked Marketing Brew readers to make some guesses about this year's game. Here's what nearly 650 of you had to say...and how your predictions stacked up.
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