Executive summary
This study surveyed more than 4,800 marketers with the goal of understanding how they’re using social media to grow and promote their businesses. On the following pages, you’ll discover:
The top social media questions marketers want answered: We reveal the big
questions today’s marketing pros want answered.
The benefits of social media marketing: This section of our study reveals all of
the major advantages marketers are achieving with their social media eforts. We
also look at how years of experience afect the results.
Most-used social media platforms: Discover which platforms marketers are
using now and how their usage will change over the next 12 months. We also
examine which platforms experienced marketers are using and the most
important platforms for marketers.
Organic social media posting: We explore how marketers plan on changing
their future organic activities by platform.
Video marketing: We reveal the video channels most popular with marketers,
the length and orientation of their videos, their use of live video, and how they
plan on changing their video marketing over the next 12 months.
Paid social media: We reveal the social advertising platforms marketers are
using, how their use of ads has changed in the last year, and which ad platforms
they plan to focus on in the next 12 months.
Other analyses: We examine marketers’ ability to calculate return on investment
(ROI) and their interest in analytics. In addition, we take a look at how businessto-business (B2B) companies difer from business-to-consumer (B2C)
companies. We also highlight significant changes since our 2018 study

Table of contents
EXECUTIVE SUMMARY………………………………………………………………………………………………………………………..4
MAJOR FINDINGS…………………………………………………………………………………………………………………………………..5
TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS……………………………………………6
BENEFITS OF SOCIAL MEDIA MARKETING ……………………………………………………………………………..7
COMMONLY USED SOCIAL MEDIA PLATFORMS……………………………………………………………….11
THE MOST IMPORTANT SOCIAL PLATFORM FOR MARKETERS IS…………………………..15
THE RISE AND FALL OF SOCIAL PLATFORMS………………………………………………………………………..17
ORGANIC SOCIAL MEDIA POSTING………………………………………………………………………………………….18
SOCIAL MEDIA PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT …..26
VIDEO CHANNELS USED BY MARKETERS ……………………………………………………………………………..27
AVERAGE VIDEO LENGTH………………………………………………………………………………………………………………..28
VIDEO ORIENTATION………………………………………………………………………………………………………………………….29
LIVE VIDEO USE ……………………………………………………………………………………………………………………………………..30
AVERAGE LIVE VIDEO LENGTH …………………………………………………………………………………………………….31
HOW WILL MARKETERS CHANGE THEIR FUTURE VIDEO MARKETING ACTIVITIES? 32
VIDEO PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT………………………..34
SOCIAL MEDIA ADS ……………………………………………………………………………………………………………………………..35
HOW WILL MARKETERS CHANGE THEIR FUTURE SOCIAL MEDIA AD ACTIVITIES? 36
SOCIAL MEDIA AD PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT.38
MEASURING ROI OF ORGANIC SOCIAL ACTIVITIES ………………………………………………………..39
FACEBOOK ANALYTICS INSIGHT…………………………………………………………………………………………………..40
GOOGLE ANALYTICS INSIGHT ………………………………………………………………………………………………………..41
SURVEY PARTICIPANT DEMOGRAPHICS …………………………………………………………………………………42
ABOUT MICHAEL A. STELZNER ………………………………………………………………………………………………………..46

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