SOCIAL MEDIA IN NUMBERS
Retail marketers have lost control of social media ad spend, study finds
Consumers are flocking to social media for purchasing, but new research sparks concern in how retail marketers place their social ad spend.
Is TikTok underrated by analytics? Platform ‘only gets 21% of credit for clicks’
TikTok has released a new first-party data measurement tool to solve campaign measurement issues.
Gen X set to be richest generation of all time, so why do advertisers ignore them on social?
Wavemaker report shows that 92% of Gen X are on social media, but advertisers aren’t accessing them. Here’s how.
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Global ad spend recovers: to top $1trn for first time next year
Performance channels lead the recovery as five companies – Alibaba, Alphabet, Amazon, Bytedance and Meta – now draw over half of global advertising investment.
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Gamers, learners, and positive about the relevance of online ads: how can your brand get – authentically – in front of a TikTok user?
Latest data profiles the younger audience on TikTok, and reveals the possibilities for brands to get ahead on TikTok are endless, if you can understand what makes the platform’s users ‘tick’.
‘Delete Snapchat’ searches soar 1,019% as ‘My AI’ feature scares users
Humanising AI comes with many dangers, as Snapchat discovered when its ‘My AI’ feature caused panic it posted stories without command and ignored chat messages.
Diversifying online and offline investment: don’t overdo digital
Focusing on digital in isolation can cost businesses 20% of their marketing spend’s ROI - a potential solution? Omnichannel investment.
Which Fortune 100 companies have the most loyal customers?
Tech companies dominate the top of the list, with Alphabet (Google) customers named the most loyal.
More than half of marketers ousted from strategy talks, but still expected to ‘do the work’
Despite being able to contribute, marketers are seen as more ‘doers’ than strategists, according to new research, while half of marketing managers are concerned that using AI may steal their jobs as they feel pressured to use it more for efficiency.
Google and TikTok’s popularity grows as UK advertisers move away from Meta in the interest of diversification
UK-based ecommerce businesses have been diversifying their ad spend at the expense of Meta, as overall ad-spend sees dramatic decline as inflation pinches, but experts say this is no cause for alarm.
Social media use is on the decline but TikTok continues to rise
Time spent on social media has declined among consumers for just the second time in a decade, but a switch to a more ‘focussed’ rather than casual audience might be good news for advertisers.
#TravelTok - how marketers and brands can leverage its popularity
TikTok is fast becoming the go-to platform for travel inspiration and new data sheds light on the insights that could take your brand to the top of TikTok’s trending travel videos.
Influencer marketing ‘influences’ sales growth: 6 in 10 marketers report boosted sales, clicks and traffic when using creators
New research reveals that despite a quarter of marketers suffering budget cuts, influencer marketing remains steadfast as over 50%l said they are investing more into the channel this year.
ChatGPT hit 5 million app downloads in only three weeks…but how does it stack up against the competition?
Generative AI large language model and OpenAI’s global phenomenon, ChatGPT, hit global app stores late last month and in just three weeks has surpassed 5 million downloads across the iOS and Google Play stores.
Six in 10 Gen Z social media users turning to platforms for money-saving content
Consumers are rethinking the value of social media and with a significant uptick in the popularity of money-saving content across platforms, brands need to be cautious they don’t fall “out of touch”.
When is the best time to post on social media in 2023?
Are you posting high quality content but not getting the engagement you expect? Check the time before you post to avoid social media dead zones.
Top 10 festivals for social reach: Creamfields is the 'most Instagrammable' event, but not the most attended
Bigger isn't always better for brands looking to amplify their social media reach at festivals. Glastonbury is the biggest live music gathering in the UK but only the second most popular for Instagram users.
AA/WARC: UK adspend growth to ground to near halt this year as social media falls for the first time in 2022
Adspend grew by nearly 9% in 2022 despite a drop in Q4, and while online dominated last year’s investment, all channels have downgrades in growth expectations this year.
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Multi-channel madness: 47% of retailers believe there are too many channels to sell from
To meet all consumers’ shopping expectations, 94% of organisations have a multi-channel retail strategy in place, but almost half (49%) struggle to evaluate which channel is working for them best.
Top 25 sectors for influencer marketing effectiveness: healthcare and accommodation benefit most
Influencer marketing is a cost effective solution that demonstrates ROI – but some industries hold more power than others, reveals latest data from Emplifi.
Tick tock for TikTok? 488% increase in searches for ‘is TikTok banned’
With 5.2 million TikTok-related searches every month, a 32% rise in ‘delete TikTok account’ queries is not insignificant.
Half of brands eyeing a shift from paid advertising to earned content creation as budgets tighten
With a possible recession looming, brands’ marketing budgets are under increasing pressure to maximise ROI while minimising spend, and research suggests that UGC might be a winning strategy.
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APAC: What the ‘metaverse generation’ wants
In one of the largest metaverse consumer surveys to date, some stark differences in expectations of the metaverse between APAC’s Millennials and Gen Z were identified, along with some interesting points of parity.
Ride the viral wave: 76% of social media users would share content from a brand or celebrity they like
Brits are plugged into social media, with 7.5 million visiting social media platforms more than 10 times a day.
Research finds real-life ratings and reviews trump influencer or celebrity-led endorsements
The new study indicates that consumer purchase decisions are impacted more so by authentic UCG from regular consumers as opposed to anything else.
Hogwarts Legacy: top 10 Twitch streamers generate thousands in ad revenue just a day after launch
The 50 most-watched new streams uploaded since the year’s most anticipated video game launched have more than 16.2 million views - with each thousand views worth £2.92.
All to play for: gaming and CTV set to drive £4bn in adspend by 2026
Doubling of spend over the next three years means eyes are on these emerging channels, says new research.
“It’s time to be where your audience is”: 92% of TikTok users are ‘purchase ready’
The TikTok audience is more receptive to influencers and social commerce than on any other platform. Just don’t make your content look like an ad, new research suggests…
AA/WARC: forecasters warn of a decline “in real terms” for UK 2023 ad market
3.8% forecast growth for adspend this year, with search and online display propping up many traditional channels, but 2023 set to see slowest growth for the market in a decade bar pandemic-hit 2020.
100 million TikTok views gets you a side hustle – worth the average UK salary
8.6 million YouTube views. 97 million TikTok views. No, we’re not talking about the latest stats, but what you’d need to earn the average UK salary with a social side hustle.
Mobile ad spend to top $360bn but growth to slow in 2023
Growth in mobile ad spend dropped to 14% year-on-year in 2022, while short video apps expected to drive ad spend this year.
KIA should have gone to Specsavers
44% of people can’t identify KIA’s new logo but confusion creates search queries. Was the redesign actually a success?
Meta cheaper than 2021 pre-Black Friday, as tech giant ‘reels’ in spend with 4000% rise on short-form video
Conversion rates recover post-iOS 14 as Black Friday alone attracts a 47% increase year-on-year, but TikTok shown to trump Meta in efficiency for Q4 2022.
Finance influencers outpace other industries in subscriber growth
Users are heading to social media for financial advice, as trust in government is tested.
Trust issues: 77% of marketers name a drop in consumer trust as biggest issue for social media advertising
Survey of marketing experts reveals that nine in 10 still plan to use social media to advertise this year, but most platforms will see a drop in advertising or monetising content.
Instagram stars and brands of 2022: Tom Holland, Dua Lipa and Mo Salah top list
With many UK sporting triumphs this year, sports accounts have had the biggest gain on social media platforms.
Blake Lively and the Kardashians battle for most influential fashion moment of 2022
The Met Gala’s influence ripples throughout the year. What other top fashion moments feature in 2022’s search trends – and how do they influence buyer behaviour?
Global adspend to grow next year to $741bn, but media price inflation drives the rise
Digital channels will see the strongest rates of growth and the biggest share of advertising investment in 2023 and 2024, but without inflation, adspend would actually fall next year.
Six in 10 SMBs will see static or slashed marketing budgets next year
UK small to medium businesses will zero in on acquisition in 2023 despite it costing more than retention.
Pinterest search trends reveal style ‘cheat sheet’ for 2023 marketing plans
Pinterest users are planners, and “guesswork is not enough”. How can brands use the platform’s search data to prepare for the year ahead?
Celeb-led, ambitious and young: are you reaching a ‘typical’ Reddit user?
New data profiles Reddit’s core visitors beyond standard demographics, revealing an affinity with influencers (and doing some influencing themselves).
Six in 10 consumers will leave a brand if it’s advertised next to ‘misinformation’
Stay at home’ content consumption is on the rise amid cost of living concerns, but if your ad doesn’t catch interest in the first five seconds, you lose your customer’s attention…
Great British Bake Off final: who’s the Instagram showstopper?
Instagram’s most popular Great British Bake Off contestants are ranked in a new study, as the final takes to UK screens at 8pm tonight.
Meta tops the ranks as most used e-commerce platform but TikTok reach is on the up
New research reveals that despite tech giants pulling out of live shopping in the UK, almost two-thirds of surveyed customers bought more than one thing through a social platform over the summer.
The top Twitch streamers in Europe: revealed
US streamer Ninja is the top Twitch streamer on the continent, while France and Germany are the European countries that use Twitch the most.
UK adspend forecast to hit £35bn in 2022 with more muted growth prospects next year
The downgrade from July’s previous forecast reflects the reality of the impact of high inflation and the cost of living crisis, but Q4 adspend is set to near £10bn amid Christmas and the FIFA World Cup.
Reading the finance room: Reddit users show due diligence for budgeting and buying
All is not lost for big-ticket purchases providing they are essential, as Reddit’s community becomes more engaged in conversations on spend-tracking and trim back on non-vital buys.
Social media and search engines are neck and neck in guiding young shopper habits
Whether it’s influencer recommendations, trending products or reviews of services, will social media take over the likes of Google?
Digital display ad spend up in the first half of 2022, while paid social remains stable
Latest Ad Intel data from Nielsen records spend returning to pre-pandemic levels across UK media, but advertisers may have to reassess spend in H2 amid the cost of living crisis.
Top 10 skills for marketing professionals have changed by 50%
SEO soars and PR plummets: LinkedIn’s new data reveals how the ‘resourceful modern marketer’ has changed since 2015, and what marketing skills are deemed most valuable today.
Social media is top of class for ‘back to school’ ads as almost nine in 10 consumers plan to shop online
Consumers prefer to see ‘back to school’ ads on social media compared to other channels, but they’re more likely to go the route of retail or e-commerce to shop for the new term.
Global adspend to slow as social media warned of $40bn black hole
Social media companies are set to record a multi-billion dollar shortfall over 2022 and 2023, while growth forecasts for adspend across all channels and markets are cut by $90bn.
“Creators are the new retailers” – but influencers are losing brands in an economic downturn
Latest poll from US and UK influencers reveals payment issues from brands in the last year, whilst LTK says spend on influencer marketing is growing.
Global consumers rate DOOH ads as trustworthy, 7% more so than social media
DOOH ads gaining traction for performance with half of consumers encouraged to buy ‘there and then’ after seeing a DOOH ad.
Online adspend grows by £1.5bn, but threat of “real-term contraction” looms across whole UK ad market
Forecasts for 2022 adspend upgraded, and online advertising to account for nearly three quarters of all spend this year, but pressures ahead for 2023.
How do you maximise ROI as a marketer? Answer: don’t be afraid to spend on your campaigns
Nielsen report finds underspending in 50% of media plans, with maximum ROI in jeopardy.
E-commerce competition holds up in Q2 as CPM rises 27% across the globe
Latest reporting on Meta ad trends indicates a dramatic drop in US click through rates, while sustainability-based messaging drives higher than average conversions across the world.
Global ad spend forecasts: digital now makes up majority of overall spend worldwide
Soaring media price inflation, geopolitical tension, key elections and the FIFA World Cup are accelerating brands' reliance on data and digital channels to navigate an uncertain world in 2022 and beyond.
Referrals cited as important by 96% of marketers – but importance doesn’t translate to spend
Email remains the preferred communication channel for consumers – but the channel does not encourage a repeat purchase compared to discounts and rewards for loyalty and advocacy, finds research.
“Brands must put creators front and centre”: 55% of UK brand marketers set budget aside for the metaverse
91% of creators are keen to know more about the metaverse, with 55% of UK brand marketers already set budget aside taken from other marketing channels. Are you ready?
Digital ad spend up 30.5% in Europe in strongest year-on-year rise since 2008
All 28 markets covered by new research grew ad spend in 2021, and social and video drives display demand.
34% of Brits spent more online in the past six months, but purchasing power likely to reduce
Growth in online retail spend looks set to be “cut back down to size” as the cost of living crisis bites consumers. But search engines are the prime place to start an online shopping journey.
Investment in marketing drives growth and ROI for seven in 10 professionals
Automation was found to help individuals hit sales targets, while integrated sales and marketing teams are more likely to exceed forecast revenue.
Streaming is the most inclusive media platform for LGBTQ+ community
LGBTQ+ members view streaming content as the most inclusive programming across media platforms, reveals new report from Nielsen.
Top 7 martech innovations for 2022: cookieless IDs, AI and contextual targeting make the list
Survey of over 600 advertising professionals uncovers most in-demand tech... and a clear concern about how the industry will adopt privacy-friendly identity solutions in a post-cookie environment.
“CTV hits the sweet spot”: eye-tracking study reveals top platforms for ad attention
80% of European users prefer CTV reveals new study that used eye trackers and electrodermal responses to measure the optimal state of engagement.
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Planning for attention: 75% of TikTok and YouTube audiences are engaged for ads (versus 58% for TV)
Consumer attention metrics show advertisers how to have the greatest impact by reaching their audiences when they are most engaged, with radio and Facebook hampered by the most distracted audiences.
Finding talent is the top challenge for 52% of social media marketers
New report on social media trends finds that it’s a good time to be a social media professional and consumers are increasingly planning to use TikTok in 2022.
UK ad market reaches record £31.9bn in 2021: AA/WARC
Record ad market worth for last year means annual increase of 34.3%, with search and social media accounting for two-thirds of the growth.
The AR generation: Gen Z are driving the shift towards more immersive shopping experiences
A study from Snap reveals Gen Z’s guiding influence through the digital landscape and their desire to create meaningful connections. How can brands combine the two with immersive shopping experiences?
Getting social in B2B: 58% recall B2B messaging for their chosen brand on Facebook
Social media grows in importance for B2B marketing and communications as research reveals that three-quarters of millennials use social media for work purposes at least once a week, but other generations are cashing in on the trend.
Formula 1: which brands are winning the Instagram race?
Ahead of the highly anticipated Formula 1 2022 season, HypeAuditor, an AI analytics platform reveals the drivers, teams and sponsors in pole position on Instagram.
Plant-based and booze-free: how social listening helped brands through ‘Veganuary’
How did you fare against the rest of the country in supporting Dry January and Veganuary? Consumer insights on social media reveal who (and what) was most talked about in the longest month of the year.
The investment gap: Adspend on linear TV and social media ‘twice as high as daily consumption’
Are advertisers overspending on linear TV and social media? New global research suggests a rethink is needed.
The influencer generation: 10 percent of fashion shoppers start journey on TikTok
With physical retail shopping limited during 2020, social and mobile shopping gained in popularity. New research shows that TikTok is driving purchases.
Top social media rankings revealed
PrettyLittleThing has taken the top spot, beating Dior in a first of its kind social media ranking that analysed how 200 retail brands use Instagram, Twitter and YouTube for audience engagement. However, on the whole, luxury brands ranked highly with Dior, Louis Vuitton and Gucci all in the top 10.