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Social media top beneficiary as economy forces ad budgets to shift

December 22, 2022

A significant number of advertisers have recently increased their social media budgets or redirected spending from other media toward social platforms, while only 15% reduced or paused spending on the channel, according to Advertiser Perceptions. The number of advertisers feeling reticent about social media is down significantly from the previous quarter, when 29% of advertisers paused or reduced social spending.

The research also revealed that almost half of advertisers are not only reinstating their social media spending with current partners, they are also expanding their reach to new platforms. Many are gravitating toward places like Amazon’s Twitch to connect with audiences in more authentic and immersive ways, said Lauren Fisher, the researcher’s executive vice president of business intelligence, in a statement.

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