Jasmine Enberg

Los Angeles

Principal Analyst, Social Media at EMARKETER

Third Culture Kid. Principal Analyst, @emarketer. Columnist @thisisinsider. Regular guest on Bloomberg TV

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Articles

AI and the Creator Economy

3 weeks ago | emarketer.com | Jasmine Enberg

Creator economy stakeholders have conflicting feelings about how AI will impact their work and business outcomes. Even as most creators and marketers have adopted AI tools, challenges related to governance, accessibility, and implementation are holding many back from unlocking the full potential of AI. Key Question: What are the current use cases for AI in the creator economy, and do they align with what creators and marketers need?
US Creator Economy 2025

1 month ago | emarketer.com | Jasmine Enberg

Pay transparency isn’t only about ensuring equitable and predictable income for creators. It’s a business benefit for brands, too. Key Question: How can more visibility into creator pay rates help brands improve their influencer marketing strategies and optimize budgets?
Cannes Lions aims to be bigger and better for marketers and creators in 2025

2 months ago | emarketer.com | Jasmine Enberg

The news: Cannes Lions is evolving and expanding its creator awards track for 2025. The Social & Influencer Lions have been rebranded as the Social & Creator Lions. This year, there will be five new creator-driven subcategories: Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft.
SXSW showcased the growth-and growing pains-of the creator economy

2 months ago | emarketer.com | Jasmine Enberg

The news: The creator economy was thriving at the tech and arts festival South by Southwest earlier this week. Lines to enter many of the YouTube-sponsored creator track sessions formed well before the talks began. Rooms were packed, including at EMARKETER’s session with The Information, and many people couldn’t make it in. Creators were a staple at brand and platform activations.
Ads are officially coming to Threads amid volatility at TikTok and X

Jan 28, 2025 | emarketer.com | Jasmine Enberg

The news: On Friday, Meta said it would begin a “limited, early test” of ads on its X-rival, Threads, with a few advertisers in the US and Japan. Meta hasn’t disclosed which advertisers are involved, but Skittles, Marvel, Nike, and Louis Vuitton were among the brands that had active ads on Threads as of January 27. Why it matters: The volatility at TikTok is spurring advertisers to seek alternatives, and Meta isn’t going to pass up an opportunity to throw Threads into the mix.
Jasmine Enberg on LinkedIn: #tiktok #rednote #meta #youtube

Jan 16, 2025 | linkedin.com | Jasmine Enberg

Jasmine Enberg Jasmine Enberg is an Influencer VP & Principal Analyst, Social Media & Creator Economy. On-air TV expert, BBC & Bloomberg TV regular. 3d Edited Report this post TikTok plans to shut off access in the US on Sunday, unless the Supreme Court blocks the ban. Here’s my take. TikTok is trying to rally its troops.
Creators are split on a TikTok alternative

Jan 8, 2025 | emarketer.com | Jasmine Enberg

Over one-tenth (12%) of US adults consider being a TikTok creator their full- or part-time job, per March 2024 CivicScience data. But most creators are active on other platforms, and many have started urging their fans to follow them on YouTube and Instagram. Still, there’s no replacement for TikTok, especially for small or up-and-coming creators who rely on TikTok to build an audience and start monetizing. Creators strongly favor Instagram for audience growth.
TikTok Shop propels social commerce growth in 2024

Dec 5, 2024 | emarketer.com | Jasmine Enberg

Definitions and NotesSocial commerce sales include products and services ordered by buying directly on a social platform or through clicking links that lead to a retailer's product page with an immediate purchase option, regardless of the method of payment or fulfillment. It also includes transactions that were agreed on social platforms initially, but payment took place elsewhere (e.g., PayPal, C2C transactions on Facebook Marketplace).
Snapchat and Gen Z shoppers are most influenced to buy from creators

Sep 24, 2024 | emarketer.com | Jasmine Enberg

But high shares of shoppers of many ages and on most platforms also bought from creator content. The exceptions, again, were Facebook and baby boomer shoppers. Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content.
Why brands should pay attention to Instagram’s Broadcast Channels

Sep 2, 2024 | emarketer.com | Jasmine Enberg

The news: Instagram’s one-to-many messaging feature, Instagram Broadcast Channels, is primed to have a moment. Why it matters: Despite the name, it’s a space for brands to connect with an opt-in audience that feels more like a group chat with friends. Users who follow an account with a channel will receive an automatic invitation to join once the first message has been sent. Messages sent in channels appear in the direct messaging tab on Instagram, just like a regular DM or group chat.