Sprout Social and market researcher Lucid surveyed 1011 consumers and 1018 marketers online.
As per 71% of social marketers, social media investments have also resulted in helpful insights relevant to other departments. But, 53% of C-level marketers “struggle” to prove social media’s value beyond their department with 31% marketers find it difficult to obtain a budget for it.
89% of the marketers surveyed use Facebook for brand marketing, making it the most popular for that purpose
s. 83% of consumers in the study are active on Facebook with 77% of Gen X using it as their primary platform to “like” or “follow” brands. Gen Z consumers at 69% prefer Instagram instead, a platform 65% marketers use for brand marketing.
Respondents noted live videos, user-generated content and Instagram Stories as the top social trends this year. 42% of social marketers have a strategy for Facebook Live and another 31% of them plan to create strategies for Facebook Video and Instagram Live.
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