At the Digiday Marketing Summit in December, we sat down with over 30 industry executives from major U.S. brands to discuss the top platforms for social marketing spend. Check out our earlier research on how brands are advertising in the Trump era here. Learn more about our upcoming events here.
- Facebook and Instagram are the only platforms on which the majority of brands plan to increase social media spending.
- Snapchat was cited most often as the most challenging platform to advertise on.
- Sixty-six percent of brands said customer acquisition was the main goal of paid social advertising.
Facebook wins big in social spending
U.S. digital advertising spend increased 15.9 percent in 2017 to $83 billion, with virtually all new spending going to either Facebook or Google. This is poised to continue for Facebook, as it’s the only platform on which the majority of marketers will increase their social media spending in 2018, according to Digiday’s survey. The finding reinforces Facebook’s decision to acquire Instagram in 2012.