Brands and Social Media: The Rise of Social Advertising
Brands are using a new and expanding set of advertising tools to reach social consumers: 67% of surveyed brand managers say they conduct some type of social media advertising and another 18% plan to implement such activities in the next year, according to a new study by The Pivot Conference and Brian Solis.
Among brand managers who conduct social advertising:
- 94% engage bloggers and influencers to blog and tweet on behalf of their companies; among them, nearly three-quarters (or 67% of social advertisers) plan to increase spending on such efforts over the next 12 months.
- 67% conduct social media optimization (SMO) campaigns; among them, roughly six in ten (or 42% of social advertisers) plan to step up spending on such efforts over the next 12 months.
- 61% advertise on social networking sites (paid placement); among them, roughly one-half (27% of social advertisers) plan to increase spending on those effort s over the next 12 months.
Some 42% of social advertisers use Twitter's Promoted products and roughly one-half of them (21% of social advertisers) plan to expand those efforts in the next 12 months. By contrast, 30% of social advertisers do not use Twitter's Promoted products and do not plan to do so.
Meanwhile, 41% of social advertisers do not pay for Tweets and posts and don't plan to invest in that strategy in the future. However, 28% of social advertisers do pay for Tweets and posts; among them nearly half (12% of social advertisers) plan to increase spending on this front.
Below, additional findings from The Rise of Social Advertiser, a report by The Pivot Conference and Brain Solis, based on a survey of 230 brand managers, executives, and marketing professionals.
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