The majority (62%) of advertising and marketing executives expect companies to increase their spending on Facebook marketing in the next 12 months, according to a recent report from The Creative Group.
That number is up from 53% who predicted an increase in Facebook budgets one year ago.
Facebook clearly tops the list of social networks with an expected increase in spend, but a majority of executives also anticipate companies will channel more marketing dollars toward LinkedIn (51%) and Google+ (50%), up from 38% and 41% of respondents, respectively, last year.
Less than half of executives surveyed expect an increase in marketing spend on Twitter (48%), YouTube (40%), Pinterest (35%), and Instagram (32%).
The report was based on a survey of 300 marketing executives and 100 advertising executives, all located in the United States.
The percentage of executives expecting an increase in spend on various social networks varied a bit by respondent type and company size. For example:
- 57% of advertising executives expect an increase in Twitter spend, whereas only 48% of marketing executives expect an increase.
- On the other hand, 12% of marketing execs expect a decrease in Twitter spend, whereas only 6% of ad execs do.
- 74% of marketers at large companies (1000+ employees) expect an increase in Facebook spend, whereas only 60% at smaller companies (100-249 employees) expect an increase.
For more findings from the report, check out the following infographic:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji