Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Social Media Update Q1 2021

Twitter Without Trump, Facebook Without News, and Our New Forecast for Time Spent with Social Networks

About This Report
The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of updates for the major social media platforms. The goal of each report is to provide a summary of key developments and what they mean for marketers.

How much time are consumers spending on social media?

Our latest forecast shows that US social network users will spend slightly less time on social platforms in 2021 than they did in 2020, while time spent among UK users will remain relatively stable.

How are Facebook and Twitter dealing with news and politics?

Both platforms made high-profile moves in Q1 2021 to limit news and politics, including banning or suspending former US President Donald Trump’s accounts. Facebook also temporarily pulled all news content from its platform in Australia, and it began reducing the amount of political content on its News Feed in some countries.

How have social network features changed in Q1?

Twitter expanded its social audio feature, Twitter Spaces, to Android users, beating Clubhouse to the punch. Facebook started a test to bring Instagram’s Reels to the News Feed. And Instagram introduced Live Rooms, which increased the maximum number of hosts on its live video product from two to four. Snapchat rolled out its TikTok-like Spotlight feed to more countries.

What are some major monetization product and ad targeting changes?

Facebook said it will comply with the upcoming changes to Apple’s Identifier for Advertisers (IDFA) in iOS 14, but with its own twist. Snapchat struck a new deal with Gannett that shows it’s going after local ad dollars. Instagram partnered with Shopify to ease ecommerce transactions on its site. Twitter started exploring subscriptions and shoppable tweets, while continuing to work on its direct-response offerings.

WHAT’S IN THIS REPORT? This report explores key developments for Facebook, Instagram, Snapchat, and Twitter, as well as our latest forecasts for US and UK time spent with social networks. It also includes highlights from our new forecast for social network ad revenues.

KEY STAT: With the exception of Snapchat, daily time spent among US adult users of every social network will dip in 2021 but remain higher than in 2019, before the pandemic took hold.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Trend in Focus: What Would Less News or Politics Mean for Social Media?
  3. Facebook
  1. Instagram
  2. Snapchat
  3. Twitter
  1. Read Next
  2. Sources
  3. Media Gallery


Jasmine Enberg


Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client