The Paid Social Platforms Marketers Plan to Use

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Facebook is still the most popular social network for paid campaigns, but marketers appear to be most bullish about YouTube and Instagram, according to recent research from Hanapin Marketing.

The report was based on data from a survey of 273 marketers who work either for brands or for agencies. Most respondents are based in the United States, though some reside in Canada and the United Kingdom.

Some 91% of marketers surveyed say they run ad campaigns on Facebook, making it the most popular paid social channel by far.


More than half (51%) of respondents plan to increase their YouTube ad spend next year, and only 5% plan to decrease their YouTube spend.

Some 46% of respondents plan to increase their Instagram ad spend next year, and only 5% plan to decrease their Instagram spend.

Planned Facebook use is a mixed bag: 52% of respondents say they plan to increase their ad spend next year, but 26% say they plan to decrease their spend.

About the research: The report was based on data from a survey of 273 marketers who work for either brands or agencies. Most respondents are based in the United States, though some reside in Canada and the United Kingdom.



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