This report includes 60+ charts of interesting findings on how 1,900+ marketers are currently using social media. It covers all of the major social platforms, organic and paid activities, video marketing, and more. A few stats include FB (86%) and IG (79%) being the top 2 platforms used by marketers, visual content being the top content type (87%), and a significant 44% of marketers having no plans to increase their TikTok organic activities over the next 12 months.
Instagram has experienced a resurgence in beauty content, with a 68% YoY increase in video views during the first half of 2024. Despite TikTok's growth in activated influencers, it has not seen corresponding increases in engagement, contrasting with past trends. Brands are increasingly relying on sponsored content, but engagement growth for these posts has been modest compared to the rise in mentions, suggesting audience fatigue.
Shopping hauls are resurging, driven by algorithmic recommendations and Buy Now, Pay Later programs. YouTube and TikTok enabling direct purchases from videos further fuels this trend. This ease of shopping has led to a 12-month high in average items per transaction, with nearly 11 products per order, exceeding last December's holiday sales.