Adglow

SOCIAL ADVERTISING TRENDS REPORT

Read the results of our survey into advertiser opinions and activities in the social advertising channel.
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Future Plans in the Social Channel

CHANGES IN THE SOCIAL ADVERTISING CHANNEL

We asked the 200 participants how they expect their investment in the social advertising channel to change in the coming year:

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40% will increase their investment in the social advertising channel in the coming year, compared to just 14% planning to decrease it.

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When we break down those responses by spend level and isolate the high spenders, the number of respondents anticipating an increase in spend in the social media advertising channel increases to 50%.

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Likewise, when we isolate those respondents who manage their social media advertising activity through outsourcing, we can see that the appetite to increase budgets is again higher than the average response – jumping from 40% to 45%.

THE CHANGING IMPORTANCE OF THE SOCIAL ADVERTISING CHANNEL

We asked the 200 participants how the strategic importance of the social advertising channel is changing in their organisation:

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Half of our respondents think that the importance of the social advertising channel is increasing.

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Those respondents who fall into the ‘low spend’ category are more likely to think that the strategic importance of the social ad channel is lessening or remaining the same, while high spenders are more likely to think that the social ad channel is becoming increasingly strategically important.

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The effect is more pronounced when dividing respondents by their perceived ability in the channel. Those with ‘high ability’ in social advertising overwhelmingly consider the channel to be of increasing strategic importance, while more of those with ‘low ability’ think that the strategic importance of the channel isn’t changing.

CHANGES TO RESOURCE FOR SOCIAL MEDIA ADVERTISING SERVICE PROVISION

We asked the 200 participants how the internal resource dedicated to social media advertising would change in the coming year:

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60% of respondents are actively recruiting, or considering their options for growth – suggesting competition for talent is going to be fierce in 2018. Just 3% of our respondents plan on reducing their headcount in social media advertising.

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According to our data, the biggest factor affecting future hiring plans in social media seems to be spend level - those in the ‘high spend’ group are nearly 3 times more likely to be actively recruiting than those in the ‘low spend’ group.

FUTURE PLANS FOR SPECIFIC AD PLATFORMS

We asked the 200 participants what their plans were for each specific social ad platform:

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Plans to increase or retain investment levels significantly outweigh plans to decrease investment across all social ad platforms.

There is a clear determination from the vast majority of our respondents to either retain or increase their Facebook investment, with 46% of them looking to increase their investment on the platform.

OVERVIEW

There are be plenty of companies with higher social advertising budgets keen on investing more in the coming year, with platforms such as Facebook and Snapchat proving popular.

The level of importance of many less-utilised social ad platforms such as Snapchat rate far higher on the importance scale for those in higher spend or higher ability groups. This would suggest that those with lesser budgets are keen to consolidate existing strategies – that is, stick with what they feel works - in future advertising campaigns.