Digiday+ Research: Agencies are more likely to use Instagram for clients, but it loses brand-building clout
Social media must be part of the conversation for agencies that work with clients on content strategies. Purchases made through social media posts are on the rise, while many marketers are pivoting their Instagram and Facebook strategies away from sales to focus on brand awareness.
Digiday+ Research surveyed agency executives to learn more about how they are using Instagram, Facebook and other social platforms for their clients.
It turns out that agencies are more likely to use Instagram for their clients than Facebook. Last year, among 100 agency professionals surveyed by Digiday, 86% said they had posted content to Facebook in the past month on behalf of their clients and 84% said they did so on Instagram.
This year, however, Instagram held steady, with 84% of the 69 agency pros surveyed in June saying they had posted there in the past month on behalf of their clients, while the percentage of those posting to Facebook fell to 81%.
Instagram taking the top spot from Facebook among agency execs posting on social media on behalf of clients begs the question: Why are agencies now more likely to use Instagram for their clients? One potential answer is that Instagram has emerged as the most valuable platform for driving revenue for agencies’ clients. Of the 51 agency execs who told Digiday they post on social media on behalf of their clients, 65% said Instagram is valuable or extremely valuable to driving revenue. Meanwhile, Facebook and YouTube rounded out the top three among survey respondents, at 62% and 58%, respectively.
In a bit of a surprising turn of events, though, it turns out that agencies no longer consider Instagram to be the most valuable platform for building clients’ brands. In fact, the percentage of respondents to Digiday’s survey who said Instagram is valuable or extremely valuable fell from 87% last year to 75% this year, among 69 agency pros and 51 agency pros, respectively. Meanwhile, those who said Facebook is valuable or extremely valuable for brand-building held steady from last year (78%) to this year (79%) – making Facebook this year’s most valuable platform for building clients’ brands, according to agency execs.
What platforms audiences – especially young ones – actually engage with can depend on who you ask. And bringing the role of creators into the conversation can take it in a whole different direction. But when it comes to whether Instagram or Facebook ends up on top among agency execs representing their clients, it is clear that parent company Meta maintains its stronghold among social media platforms.
‘Away from tactical media buying’: Advertisers shifting in-housing efforts in to gain more ad spend control
There's been a pivot on the things advertisers take in house. It's not biddable media anymore -- i.e the stuff that isn’t scalable, doesn’t deliver much competitive advantage and is riddled with hidden costs.
Por qué el Mundial de fútbol agrava, en lugar de aliviar, todo lo que le pasa a Twitter
Twitter suele recibir una tonelada de dólares de publicidad gracias a la Copa del Mundo. Pero 2022 está lejos de ser un año normal: para la economía, para el torneo y, sobre todo, para la propia red social. Los dólares de los anuncios están en contracción en Twitter (normalmente una de las principales arterias del […]
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.