Industry Execs Expect Facebook Marketing Efforts to Grow; Instagram, Not So Much

July 19, 2013

This article is included in these additional categories:

Digital | Social Media

TheCreativeGroup-Social-Media-Investment-Plans-July2013Marketing and advertising efforts on Facebook will grow over the coming year, according to an industry survey commissioned by The Creative Group. The survey of more than 400 marketing and advertising executives found that 62% of respondents believe that companies will increase their investments in Facebook over the next year, and another 30% believe those investments will remain steady. While respondents are bullish on Facebook, they’re less sure about Instagram. Approximately one-third of respondents see Instagram investments growing, while 48% believe they’ll stay steady and 13% think they’ll decrease.

The results provide a window into which social platforms might be primed for increased marketing activity over the coming year, and if the results are to be believed, then LinkedIn (51% seeing an increase), Google+ (50%) and Twitter (48%) are also primed for heavier investments. The proportions expecting increased investments on LinkedIn and Google+ have increased by 13% points and 9% points, respectively, from last year.

Interestingly, much as with Instagram, the numbers are not as positive for YouTube (40% expecting growth) and Pinterest (35%). For each of those, a plurality of respondents see investments staying flat rather than increasing.

About the Data: The national study was developed by The Creative Group and conducted by an independent research firm. It is based on more than 400 telephone interviews — approximately 300 with marketing executives randomly selected from companies with 100 or more employees and 100 with advertising executives randomly selected from agencies with 20 or more employees.

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