A nationally-represented sample of qualified social media consumers reveals they are not only aware of Sponsored Social messages, but also find them highly effective:
Over one in three adult online users age 18-70 have seen a Sponsored Social message in the past year.
Overall, consumers estimate they see a total of 86 Sponsored Social messages per month across all platforms – or about three per day.
Overall, about two in five consumers are seeing more Sponsored Social messages than one year ago, with highest penetration sites driving the greatest increase.
Sponsored Social is perceived by social media users to be equally or more effective than TV commercials, and far exceeded banner and traditional print/radio ads in terms of effectiveness.
Consumers rate the credibility, trust/respect, and actual product use of Content Creators as the key drivers to Sponsored Social effectiveness; creator popularity, fame and audience size are far less important.
Experienced social media Marketers revealed a positive shift in Sponsored Social compared to the same period last year, and find it as widely effective as many traditional marketing approaches, including online display advertising, television commercials, and celebrity endorsements. In developing the report, IZEA sought out the quantitative and qualitative opinions of both brand and agency professionals from a broad range of company sizes to reflect the diverse needs of the marketing industry. Findings include:
Twenty-five percent of companies have an organizational annual budget in excess of $500,000; five percent estimated their Sponsored Social annual budget is in excess of $5 million.
There is strong positive momentum behind Sponsored Social’s marketing effectiveness. In fact, over half (54 percent) of Marketers feel better about Sponsored Social than they did a year ago.
Marketers recognize the time and effort required for Creators to produce long form content, which is why they are willing to pay 2.1x premium to sponsored video and blog posts versus other forms of sponsored social.
Most Sponsored Social Marketers compensate Creators with monetary payment versus free product or merchandise.
10 Facts About Why and How Consumers "Like" and SubscribeConstant Contact
Research from Constant Contact and Chadwick Martin Bailey detailing the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Experienced social media Marketers revealed a positive shift in Sponsored Social compared to the same period last year, and find it as widely effective as many traditional marketing approaches, including online display advertising, television commercials, and celebrity endorsements. In developing the report, IZEA sought out the quantitative and qualitative opinions of both brand and agency professionals from a broad range of company sizes to reflect the diverse needs of the marketing industry. Findings include:
Twenty-five percent of companies have an organizational annual budget in excess of $500,000; five percent estimated their Sponsored Social annual budget is in excess of $5 million.
There is strong positive momentum behind Sponsored Social’s marketing effectiveness. In fact, over half (54 percent) of Marketers feel better about Sponsored Social than they did a year ago.
Marketers recognize the time and effort required for Creators to produce long form content, which is why they are willing to pay 2.1x premium to sponsored video and blog posts versus other forms of sponsored social.
Most Sponsored Social Marketers compensate Creators with monetary payment versus free product or merchandise.
10 Facts About Why and How Consumers "Like" and SubscribeConstant Contact
Research from Constant Contact and Chadwick Martin Bailey detailing the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A N...India Social
India Social Media Report, Edition 2, is compiled from responses of 444 brands/ organisations and Agencies, who participated in a detailed online survey conducted in November 2010, to understand the nature and level of social media usage by businesses and brands in India. The report presents actionable insights on social media trends and spends for brands and organisations. Copies can be ordered by writing to report@blogworks.in.
Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada.
As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships.
Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.
Social Media can be a confusing and overwhelming medium for marketers. New platforms burst onto the scene and rise (like Snapchat) or fall (like Meerkat, and Ello). Priorities change- engagement was once the gospel of social, now platforms are preaching reach.
This document sets out to cut through the clutter, giving a set of pointers and considerations for how brands can best succeed on social media.
Latitude Insights and The Social Hatch joined forces to understand the opportunity for brands to connect, integrate, influence and engage with consumers on social media.
Importantly, ‘Always On’ goes beyond existing social media data and insights to explore the key drivers of engagement in social media.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Companies often jump into social media without proper preparation or planning. Developing a social media strategy requires situational analysis and that is where a comprehensive social media audit plays a role.
It provides insights into the kind and quantity of content an organization already has and in what form, the size and vibrancy of the surrounding community and ongoing conversation, and, finally, the activities of competitors in relation to social media, community management, and content strategies.
This presentation provides the key components of a social media audit and competitive analysis to inform the development of a social media strategy.
Social media for small business lead generationUBU Brands
2018 social media workshop presentation for small business owners. Reduce your advertising costs and increase revenue by using social media for lead generation. Attract the right customers, then convert them to leads and ultimately promoters of your brand.
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
This App Marketing Plan ppt has been created by Prajakta Tamhankar, during a Marketing Management Internship Under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A N...India Social
India Social Media Report, Edition 2, is compiled from responses of 444 brands/ organisations and Agencies, who participated in a detailed online survey conducted in November 2010, to understand the nature and level of social media usage by businesses and brands in India. The report presents actionable insights on social media trends and spends for brands and organisations. Copies can be ordered by writing to report@blogworks.in.
Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada.
As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships.
Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.
Social Media can be a confusing and overwhelming medium for marketers. New platforms burst onto the scene and rise (like Snapchat) or fall (like Meerkat, and Ello). Priorities change- engagement was once the gospel of social, now platforms are preaching reach.
This document sets out to cut through the clutter, giving a set of pointers and considerations for how brands can best succeed on social media.
Latitude Insights and The Social Hatch joined forces to understand the opportunity for brands to connect, integrate, influence and engage with consumers on social media.
Importantly, ‘Always On’ goes beyond existing social media data and insights to explore the key drivers of engagement in social media.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Companies often jump into social media without proper preparation or planning. Developing a social media strategy requires situational analysis and that is where a comprehensive social media audit plays a role.
It provides insights into the kind and quantity of content an organization already has and in what form, the size and vibrancy of the surrounding community and ongoing conversation, and, finally, the activities of competitors in relation to social media, community management, and content strategies.
This presentation provides the key components of a social media audit and competitive analysis to inform the development of a social media strategy.
Social media for small business lead generationUBU Brands
2018 social media workshop presentation for small business owners. Reduce your advertising costs and increase revenue by using social media for lead generation. Attract the right customers, then convert them to leads and ultimately promoters of your brand.
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
This App Marketing Plan ppt has been created by Prajakta Tamhankar, during a Marketing Management Internship Under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
Using social to grow your consulting business - ASCA 2010Firebelly Marketing
Using social media to grow your consulting business!
There are now 500 million people on Facebook. That's more people than all but three countries in the world. Add in Twitter, YouTube, blogs, ratings and reviews, and more - and that's a lot of voices in a lot of places. Your customers and prospects are talking online - right now! Do you know what they're saying about you? Are you part of the conversation? Your brand does have the opportunity to fit into this new communications paradigm - to interact with prospects and customers one-on-one. You'll learn how to listen to what's being said about your brand, how to use your brand story to build content, how to use content to build and fuel conversations, and how to build a plan that helps your company harness the power of social media marketing.
Building Communities: Increasing Online Engagement and AwarenessTechSoup Canada
TechSoup Canada presents a webinar for
the Canadian Association for Community Living on
How to build an online community through social media channels, what social media channels are out there, which ones should you be using, how to fit managing social media into your schedule, and tips for creating and curating great content to keep your community engaged.
Join IZEA's Ryan Schram for a deep dive into the 'State of the Creator Economy' - examining the latest trends and industry research on earnings, equity, and more. This interactive Master Class will equip current Influencer Marketing professionals, as well as those interested in potentially harnessing the power of this rapidly growing sector, with the latest insights to take back to their day to day efforts.
This social media audit is a project that was assigned in one of my classes at the University of Florida. I believe it introduced me to new grounds that I will benefit greatly from in the future.
Make Your Mark with Social Media - Creating, Sharing, InfluencingNicole Plant
Which social networks are right for you? What are the differences in social media for personal branding v. corporate branding? What are the implications of healthcare regulations regarding social media? How do you become an influencer by finding the right people/companies to follow and determining their target audience? Nicole will answers these questions and more, and show you how social media has and will continue to have a crucial impact on your career and company.
Learning objectives
1. Determine which social networks are right for you
2. Be conversant on social media for personal branding v. corporate branding
3. Discuss the implications of healthcare regulations regarding social media
There is an inherent need to rethink user experience throughout the entire end-user journey. This is becoming increasingly important to drive social media initiatives
Sydney social media forum - ACON HealthConnecting Up
Presentation at the Sydney social media forum by Yves Calmette from ACON Health, titled 'The power of Facebook and Twitter for reaching and (re)engaging about HIV prevention: Is social media the new holy grail?'
Similar to 2015 Consumer State of Sponsored Social (20)
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
IZEA Insights : 2020 State of Influencer Equality™Ted Murphy
The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities, and incorporates self-reported gender and race identifiers.
Key Findings Include:
• Over the past five years, the average earnings for all races and genders has risen dramatically. The average cost for a sponsored Instagram photo has risen 44% from 2018 to 2019 alone.
• In the last two years, persons of color commanded a premium over their Caucasian counterparts, with those of Asian descent making an average of 51% more per post.
• Females dominate the influencer marketing industry, receiving 87% of all transaction volume over the past five years.
• While females receive the lion’s share of deal flow, the abundance of brand-friendly female influencers ultimately drives prices lower, with females earning 47% less per post than males, on average.
• Influencers under the age of 24 command a premium of at least 44% more than those aged 25 years and older.
• Influencers with an annual household income of $100k+ or more per year charge an 80%+ premium for a sponsored post compared to their counterparts earning $50k or less per year.
IZEA Insights : Influencer Marketing Perceptions Among MarketersTed Murphy
A marketer survey about the effectiveness of influencer marketing and content marketing. All respondents required to have professional experience with Influencer and/or Content Marketing. All were communications/media agency or client-side marketers and spanned spectrum of organizational titles/levels.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
Data and insights about influencer marketing and content marketing in the United States and in Canada. Influencer marketing stats from the perspective of the marketer, creator and consumer.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
3. STUDY METHODOLOGY
Consumer State of Sponsored Social National Baseline Survey
HOW WHO WHAT
National online survey independently managed
and executed for IZEA
• Designed and analyzed by The Right Brain
Consumer Consulting, LLC with analytic support
from Halverson Group
• Programmed and hosted by Lightspeed/GMI using
their nationally representative online panel
Nationally-representative U.S. sample of 1003
consumers age 18-70
• Balanced by gender, age, ethnicity, and geography
- no more than 15% age 50-70
• Spent 15+ hours per month online beyond using e-
mail
• All qualified respondents had to visit 1+ social
media platforms at least monthly (most much
more)
• All must have noticed Sponsored Social message/
posts/content in the past year
Survey topics:
• Social media usage (frequency, level of
engagement, profile of people followed in social
media)
• Sponsored Social messaging awareness and
volume (number of messages seen per month by
platform overall and vs. YA)
• Usage of other types of media (print, broadcast,
digital)
• Perceived effectiveness of advertising/marketing
messages across traditional, digital, and sponsored
social media
• Level of engagement in range of online subject
matter
• Perceived effectiveness of Sponsored Social
messages in specific subject matter
• Perceived drivers of Sponsored Social message
effectiveness
• Profiling variables (demos, opinion leadership, etc.)
4. Over 1 in 3 Americans age 18-70 qualified for the study
This will be the sample base for reported learning unless otherwise noted
100%
71%
67%
36%
Consumers with online access age 18-70
Online 15+ hours per month beyond e-mail
Past month social media users
Noticed Sponsored Social message in past year
Social media usage was defined as visiting 1+ of
11 social media platforms monthly.
The term “Sponsored Social” was defined in survey to ensure
accurate consumer understanding and response.*
* “Sponsored Social is when you see posts from people you follow on online platforms such as those you just indicated you visit, read, subscribe
to or follow. In Sponsored Social, part of the original content is an advertisement of some kind. It may involve the person taking a photo with a
product that is endorsing them, or the person mentioning the service or product in their blog post. These sponsorships are always disclosed
within the post – that is, the sources/writers say they are being compensated or paid to endorse the product.”
5. Relative Newbies
about 1 in 4 weekly:
Vine & Periscope
Specialty Players
About 1 in 3 Weekly:
Instagram, LinkedIn, Tumblr, Snapchat
Strong Second Tier
Over 7 in 10 in U.S. yearly, over half weekly+:
Blogs, Twitter, Pinterest
Ubiquitous
Used Weekly+ by 3 in 4 or more:
YouTube & FB
Internet consumers’ level of usage of the 11 social
media platforms studied breaks into four broad tiers.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope
3%
6%6%
8%
11%
15%
21%
24%
26%
35%
54%
20%
28%
30%
32%
39%
43%
52%52%
58%
76%
83%
25%
38%
40%
44%
46%
56%
59%60%
68%
85%
89%
37%
55%
56%56%
67%
72%72%
74%
79%
95%
99%
Yearly penetration Monthly penetration Weekly penetration Daily penetration
Note: Throughout presentation, “Regular User” = Visit Monthly+
(Base: Contact Sample who use Internet 15+ hours per month)
6. No matter the social media destination, once consumers
become users, they find the platform engaging.
0
1
2
3
4
5
6
7
8
9
10
Facebook YouTube Instagram Snapchat Twitter Pinterest Periscope Blogs Tumblr Vine LinkedIn
7.27.3
7.57.47.4
7.77.77.7
8.0
8.2
8.4
6.76.8
7.07.17.27.37.47.5
7.7
8.28.3
Total Regular User
Facebook, YouTube, and
Instagram are the highest-
rated, but all ratings
strong – especially
among “Regular Users”
who visit monthly or
more.
Consumer Interest/Engagement in Site/App Content
(Mean Score, 1-10 Scale)
7. The 11 social media platforms studied split into three tiers in terms of
the balance of “famous” vs. “regular” people followed/read.
Tier 1
Famous Skewed (60%+)
Tier 2
Generally Balanced
Tier 3
“Regular” Skewed (52%+)
YouTube
63%
37%
Vine
61%
39%
Twitter
62%
38%
Periscope
60%
40%
Facebook
57%
43%
Instagram
54%
46%
Tumblr
53%
47%
Wordpress
51%49%
Snapchat
48%
52%
Pinterest
44%
56%
LinkedIn
44%
56%
Regular Famous
Of note, Blogs are the
most “balanced” of all
platforms studied.
NOTE: Famous = Net of “Extremely” +
“Somewhat” Famous Responses
9. Overall, consumers estimated they see a total of 86 Sponsored Social
messages per month across platforms – or about 3 per day
On specific sites, the estimated
number of Sponsored Social
messages seen ranges from 16 –
42 on average.
Platforms with more frequently-
changing content yield higher
average number of Sponsored
Social messages seen.
Facebook
YouTube
Twitter
Instagram
Snapchat
Vine
Tumblr
Blogs
Periscope
LinkedIn
Pinterest
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50
16
17
18
19
20
20
22
27
28
33
42
Total Sample Mean
Est. Mean Number of SS Messages Seen per Month
(Base : Users of Each Social Media Platform)
N/A
10. Consumers are noticing more SS messaging vs. 2014, with
Net Positive Message Volume Momentum across all platforms.
We asked
consumers if they
thought they were
seeing “More, the
Same, or Less”
Sponsored Social
messages than
one year ago.
N/A
Total Sponsored Social
Facebook
YouTube
Twitter
Instagram
Snapchat
Blogs
Pinterest
Vine
Tumblr
LinkedIn
Periscope
-30 -25 -20 -15 -10 -5 0 5 10 15 20 25 30 35 40 45 50 55 60
-25
-16
-16
-17
-15
-14
-17
-13
-13
-9
-11
-10
28
29
30
32
33
33
36
44
50
52
57
49
% Positive Shift
% Negative Shift
+39
+45
+43
+37
+31
+19
+15
+14
+13
+20
Dominant
industry
leaders
generating the
highest SS
volume
momentum vs.
year ago
Net
Momentum
+ minus -
+3
+19
2015 Momentum of Sponsored Social Message Volume
11. Most regular online consumers still engage in
a diverse media mix at least sometimes.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social Media Online search TV Subscription TV Broadcast radio Online NP Dig/Online/Sat Radio Paper Mags Paper NP Online Mags
26%
26%
26%
37%34%29%
56%
48%
71%
42%
45%
49%
41%
44%
50%
27%
38%
27%
100%
A little A lot
Engagement Among Social Media Users Across the Media Spectrum
12. Among the Total Sample, message effectiveness ratings for all
Sponsored Social platforms were quite high.
Sponsored Social
Message Type
Total Rater Mean
Effectiveness Score
(1-10 Scale)
Total Rater T3B%
Effectiveness Rating
(1-10 Scale)
SS message on Periscope 7.7 61%
SS message on Snapchat 7.5 58%
SS message on Instagram 7.4 56%
SS message on LinkedIn 7.3 56%
SS message on Tumblr 7.2 55%
SS message on Vine 7.2 53%
SS message on Twitter 7.2 52%
SS message on Pinterest 7.1 51%
SS message on Facebook 7.1 51%
SS message on Blogs 7.1 50%
SS message on YouTube 7.0 50%
All ratings were at
7.0 or above, with
T3Box ratings of
50%+ across each
platform
13. Outside of
television
commercials no
other form of
marketing rated
higher than a 6.9
In fact, across the 29 total marketing message types rated,
only TV commercials were rated as highly as Sponsored Social.
Marketing Message :
SS & TV Commercial
Total Rater
Mean Effectiveness Score
(1-10 Scale)
Total Rater
T3B Effectiveness Rating
(1-10 Scale)
SS message on Periscope 7.7 61%
SS message on Snapchat 7.5 58%
SS message on Instagram 7.4 56%
TV Commercial 7.3 56%
SS message on LinkedIn 7.3 56%
SS message on Tumblr 7.2 55%
SS message on Vine 7.2 53%
SS message on Twitter 7.2 52%
SS message on Pinterest 7.1 51%
SS message on Facebook 7.1 51%
SS message on Blogs 7.1 50%
SS message on YouTube 7.0 50%
14. Sponsored Social messaging is regarded by social media users 18-70 as equally
or more effective than all other forms of marketing messaging measured.
MARKETING MESSAGE EFFECTIVENESS RATINGS (Base:Total Raters)
Total Rater
Mean Effectiveness Score
(1-10 Scale)
Total Rater
T3B Effectiveness Rating
(1-10 Scale)
Sponsored Social message on Periscope 7.7 61%
Sponsored Social message on Snapchat 7.5 58%
Sponsored Social message on Instagram 7.4 56%
TV commercial 7.3 56%
Sponsored Social message on LinkedIn 7.3 56%
Sponsored Social message on Tumblr 7.2 55%
Sponsored Social message on Vine 7.2 53%
Sponsored Social message on Twitter 7.2 52%
Sponsored Social message on Pinterest 7.1 51%
Sponsored Social message on Facebook 7.1 51%
Sponsored Social message on Blogs 7.1 50%
Sponsored Social message on YouTube 7.0 50%
Social media product/brand "Like" or "Following" 6.9 47%
TV sponsorship 6.8 45%
Unpaid search result on a search engine 6.7 43%
TV embedded content 6.6 42%
Online video commercial on a website 6.6 41%
Paid search result on a search engine 6.5 41%
Print ad in a paper magazine 6.4 38%
Online, digital, or satellite radio or podcast sponsorship/underwriting 6.3 38%
Online, digital, or satellite radio or podcast commercial or product mention 6.3 37%
Embedded ad or product message on a social media stream 6.3 37%
Broadcast radio commercial 6.3 37%
Banner advertisement on a website 6.2 36%
Print ad in a paper newspaper 6.2 36%
Online newspaper ad/e-newspaper ad 6.1 35%
Online magazine ad/e-magazine ad 6.1 35%
Broadcast radio program sponsorship/underwriting 6.1 34%
Radio host/disc jockey endorsement 6.0 34%
The top 3 forms of
sponsored social
rated by mean
effectiveness are
all highly visual
platforms
15. We recognized that current users of a social platform
would likely rate advertising on that platform as more
effective than all consumers would.
So, for an apples-to-apples view, we compared message effectiveness
ratings only among users of each given platform to ratings of Sponsored
Social effectiveness among each platform’s users.
16. Even when looking among each medium's users only, Sponsored Social
stays at the top of the marketing effectiveness rankings.
No message types
earned higher
ratings than the
highest-rated
Sponsored Social
messages – and
most received
lower absolute
ratings.
MARKETING MESSAGE EFFECTIVENESS RATINGS AMONG USERS OF MEDIUM ONLY
Total Rater
Mean Effectiveness Score
(1-10 Scale)
Total Rater
T3B Effectiveness Rating
(1-10 Scale)
Sponsored Social message on Periscope 7.7 61%
TV commercial 7.5 59%
Sponsored Social message on Snapchat 7.5 58%
Sponsored Social message on Instagram 7.4 56%
Sponsored Social message on LinkedIn 7.3 56%
Sponsored Social message on Tumblr 7.2 55%
Sponsored Social message on Vine 7.2 53%
Sponsored Social message on Twitter 7.2 52%
Sponsored Social message on Pinterest 7.1 51%
Sponsored Social message on Facebook 7.1 51%
Sponsored Social message on Blogs 7.1 50%
TV sponsorship 7.1 49%
Sponsored Social message on YouTube 7.0 50%
Online magazine ad/e-magazine ad 7.0 48%
Print ad in a paper newspaper 7.0 47%
Print ad in a paper magazine 7.0 46%
Social media product/brand "Like" or "Following" 6.9 47%
Online, digital, or satellite radio or podcast sponsorship/underwriting 6.9 45%
TV embedded content 6.9 45%
Online, digital, or satellite radio or podcast commercial or product mention 6.8 44%
Unpaid search result on a search engine 6.7 44%
Online newspaper ad/e-newspaper ad 6.7 42%
Broadcast radio commercial 6.7 40%
Online video commercial on a website 6.6 41%
Paid search result on a search engine 6.5 41%
Broadcast radio program sponsorship/underwriting 6.5 40%
Radio host/disc jockey endorsement 6.5 40%
Embedded ad or product message on a social media stream 6.3 37%
Banner advertisement on a website 6.2 36%
17. Sponsored Social message on Facebook
Sponsored Social message on Periscope
Sponsored Social message on Snapchat
Sponsored Social message on Twitter
Sponsored Social message on YouTube
Sponsored Social message on Instagram
Social media product/brand "Like" or "Following"
Sponsored Social message on LinkedIn
Sponsored Social message on Pinterest
Sponsored Social message on Tumblr
TV commercial
Sponsored Social message on Blogs
Sponsored Social message on Vine
Online video commercial on a website
TV sponsorship
Unpaid search result on a search engine
Embedded ad or product message on a social media stream
TV embedded content
Banner advertisement on a website
Online, digital, or satellite radio or podcast commercial or product mention
Paid search result on a search engine
Online, digital, or satellite radio or podcast sponsorship/underwriting
Online magazine ad/e-magazine ad
Broadcast radio commercial
Online newspaper ad/e-newspaper ad
Broadcast radio program sponsorship/underwriting
Print ad in a paper magazine
Radio host/disc jockey endorsement
Print ad in a paper newspaper
-30 -26 -22 -18 -14 -10 -6 -2 2 6 10 14 18 22 26 30 34 38 42 46 50
-28
-24
-25
-21
-19
-19
-19
-15
-17
-15
-17
-14
-15
-14
-12
-13
-15
-11
-10
-14
-10
-12
-11
-11
-10
-10
-9
-10
-11
22
21
23
20
22
23
23
27
29
27
30
27
29
29
31
33
37
34
33
38
38
40
43
45
44
44
44
45
48
more effective
less effective
CONSUMER MARKETING MESSAGE
EFFECTIVENESS MOMENTUM VS. YEAR AGO
Sponsored Social
messages’
Momentum ranged
from +22-37%,
with + outpacing –
by a 2-3 to 1 margin
in most cases
Net
Momentum
+ minus -
Ratings can be broken into three broad tiers
+37%
+36%
+35%
+35%
+34%
+33%
+32%
+28%
+27%
+24%
+23%
+23%
+22%
+20%
+19%
+15%
+15%
+13%
+13%
+13%
+12%
+12%
+4%
+4%
+4%
-1%
-2%
-3%
-7%
Other TV & Digital
messages ranged
from +12-20% --
still growing in
perceived
net effectiveness,
but not at same
pace as SS
Traditional radio
and print ads had
low to negative
Momentum, with +
more evenly
balanced with -
18. INFLUENCING SPONSORED SOCIAL EFFECTIVENESS
We explored the relative importance of a range of factors that could influence Sponsored Social effectiveness.
Each dimension was rated on 1-10 scale, and then the Top 3 most important factors were selected by consumers
SOURCE POPULARITY/AUDIENCE/FAME
• The number of followers or readers the source/writer has
• How well-known the source/writer is
• How popular the source/writer is
• How successful the source/writer seems to be
SOURCE EXPERTISE/CREDIBILITY
• The credibility or believability of the source/writer
• The source/writer’s expertise or knowledge about the product or
brand category
SOURCE RESPECT/ADMIRATION/LONGEVITY
• How much you like/admire the source/writer
• How much you respect the source/writer
• How long you have been following/ reading the source/writer
PRODUCT EXPERIENCE/DETAIL/FIT
• Whether you can tell the source has actually tried/used the product
or brand
• How much detail the source/writer provides about the product or brand
• The fit of the product/brand with the source/writer
• Your own past experience with products the source/writer has endorsed
SOURCE SPONSORED SOCIAL APPROACH/PROFILE
• How many products/services the source/writer endorses
• The relative proportions of the source/writer’s posts that are non-sponsored
vs. sponsored
• Whether the source/writer discloses that he/she was paid for the
endorsement
19. Real product experience and a sense of content creator credibility, expertise,
and resulting respect are top-rated Sponsored Social effectiveness drivers.
Whether you can tell the source has actually tried/used the product or brand
The credibility or believability of the source/writer
Your own past experience with products the source/writer has endorsed
How much detail the source/writer provides about the product or brand
The source/writer's expertise or knowledge about the product or brand category
How much you respect the source/writer
How much you like/admire the source/writer
The fit of the product/brand with the source/writer
Whether the source/writer discloses that he/she was paid for the endorsement
How successful the source/writer seems to be
How long you have been following/reading the source/writer
The relative proportions of the source/writer's posts that are non-sponsored vs. sponsored
How many products/services the source/writer endorses
How well-known the source/writer is
How popular the source/writer is
The number of followers or readers the source/writer has
0% 4% 8% 12% 16% 20% 24% 28% 32% 36% 40% 44% 48% 52% 56% 60%
57%
58%
59%
59%
60%
60%
44%
44%
46%
46%
46%
47%
48%
50%
52%
52%
T3Box Ratings of Importance in Driving SS Message Effectiveness (10-point scale)
21. Est. Mean Number of Annual Penetration by Gender
Qualified males in study had generally higher annual penetration levels on
all except the most universal social media platforms (plus Pinterest).
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope
48%
65%64%
66%
75%76%
68%
80%
84%
94%
98%
27%
46%
48%47%
59%
67%
77%
69%
75%
95%
98%
Females Males (Base: Contact Sample who use Internet 15+ hours per month)
22. But once females become platform users, they visit the majority of social
media platforms more often per month than men.
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
100
105
110
Facebook YouTube Instagram Twitter Snapchat Tumblr Pinterest Blogs Vine LinkedIn Periscope
17.2
25.1
22.5
25.6
21.122.0
33.0
49.3
41.8
65.0
76.3
16.616.7
22.1
26.1
37.1
57.3
67.3
53.6
72.6
52.1
106.4
Females Males (Base: Contact Sample who use Internet 15+ hours per month)
Estimated Mean Number of Visits per Month by Gender
Exceptions: YouTube and LinkedIn, which males
visit more often than females each month
HYPOTHESIS:
Fewer females are FT
employed than males, so they
may have more time for
engaging in social media
other than business-focused
applications.
23. When it comes to marketing message effectiveness
across media types and subject matter, women are
far more skeptical across-the-board than men.
But Sponsored Social still tops the
effectiveness list for both genders.
24. Males rate all marketing message types as more effective than females,
although the relative effectiveness rankings remain generally similar.
Top 3 Box Effectiveness
Channels Total Sample Males Females
Sponsored Social message on Periscope 62% 68% (110) 51% (82)
Sponsored Social message on Instagram 58% 66% (114) 49% (84)
Sponsored Social message on LinkedIn 56% 61% (109) 45% (80)
Sponsored Social message on Snapchat 56% 62% (111) 46% (82)
Sponsored Social message on Tumblr 56% 65% (116) 43% (77)
TV commercial 55% 62% (113) 47% (85)
Sponsored Social message on Twitter 53% 61% (115) 40% (75)
Sponsored Social message on Vine 52% 57% (110) 42% (81)
Sponsored Social message on Facebook 51% 58% (114) 42% (82)
Sponsored Social message on Pinterest 51% 59% (116) 42% (82)
Sponsored Social message on Blogs 50% 56% (112) 41% (82)
Sponsored Social message on YouTube 50% 59% (118) 41% (82)
Social media product/brand "Like" or "Following" 47% 50% (106) 43% (91)
TV sponsorship 45% 53% (118) 38% (84)
Unpaid search result on a search engine 43% 50% (116) 36% (84)
Online video commercial on a website 42% 51% (121) 31% (74)
TV embedded content 41% 49% (120) 33% (80)
Paid search result on a search engine 41% 47% (115) 34% (83)
Print ad in a paper magazine 38% 45% (118) 31% (82)
Banner advertisement on a website 38% 46% (121) 29% (76)
Online, digital, or satellite radio or podcast commercial or product mention 37% 48% (130) 26% (70)
Online, digital, or satellite radio or podcast sponsorship/underwriting 37% 45% (122) 28% (76)
Embedded ad or product message on a social media stream 37% 46% (124) 27% (73)
Print ad in a paper newspaper 36% 45% (125) 26% (72)
Online magazine ad/e-magazine ad 36% 44% (122) 27% (75)
Broadcast radio program sponsorship/underwriting 35% 43% (123) 25% (71)
Online newspaper ad/e-newspaper ad 35% 43% (123) 26% (74)
Broadcast radio commercial 34% 43% (126) 25% (74)
Radio host/disc jockey endorsement 34% 42% (124) 25% (74)
Females consistently gave
all types of such messages
lower effectiveness ratings
than men – and Sponsored
Social types were no
exception.
25. Exception: the almost universally-used YouTube, where penetration peaks at Age 18-24.
Monthly usage of most social media platforms
peaks in the 30-39 age group.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope
5%
10%11%
14%
45%
21%
44%
36%
46%
89%
85%
20%
32%
28%
36%
51%
55%54%
62%62%
86%
90%
51%
60%
67%
60%
69%
79%
77%76%76%
95%95%
30%
51%52%
45%
50%
77%
64%
74%74%
92%
95%
18%
48%
64%
52%
44%
70%
55%
67%
65%
89%
98%
18-24 25-29 30-39 40-49 50-70 **Caution: Small Sample Base for some age groups and social media platforms
Estimated Monthly Usage Penetration by Age
HYPOTHESIS:
This time-squeezed life-stage likely
makes marketing a particularly
relevant information source.
26. The perceived effectiveness of marketing messages
also peaks in the 30-39 age group.
Top 3 Box Effectiveness
Channels Total Sample 18-24 25-29 30-39 40-49 50-70
Sponsored Social message on Periscope 62% 50% (81) 67% (108) 65% (105) 58% (94) 25% (40)
Sponsored Social message on Instagram 58% 41% (71) 66% (114) 64% (110) 58% (100) 50% (86)
Sponsored Social message on LinkedIn 56% 38% (68) 62% (111) 66% (118) 42% (75) 30% (54)
Sponsored Social message on Snapchat 56% 32% (57) 60% (107) 64% (114) 56% (100) 56% (100)
Sponsored Social message on Tumblr 56% 37% (66) 55% (98) 68% (121) 44% (79) 43% (77)
TV commercial 55% 38% (69) 53% (96) 66% (120) 49% (89) 54% (98)
Sponsored Social message on Twitter 53% 39% (74) 55% (104) 66% (125) 32% (60) 36% (68)
Sponsored Social message on Vine 52% 30% (58) 54% (104) 59% (113) 46% (88) 56% (108)
Sponsored Social message on Facebook 51% 37% (73) 56% (110) 61% (120) 38% (75) 39% (76)
Sponsored Social message on Pinterest 51% 34% (67) 53% (104) 56% (110) 54% (106) 39% (76)
Sponsored Social message on Blogs 50% 35% (70) 50% (100) 60% (120) 40% (80) 30% (60)
Sponsored Social message on YouTube 50% 37% (74) 60% (120) 59% (118) 41% (82) 42% (84)
Social media product/brand "Like" or "Following" 47% 36% (77) 57% (121) 56% (119) 36% (77) 34% (72)
TV sponsorship 45% 33% (73) 50% (111) 55% (122) 37% (82) 39% (87)
Unpaid search result on a search engine 43% 32% (74) 47% (109) 53% (123) 36% (84) 31% (72)
Online video commercial on a website 42% 34% (81) 44% (105) 54% (129) 31% (74) 22% (52)
TV embedded content 41% 31% (76) 41% (100) 54% (132) 31% (76) 28% (68)
Paid search result on a search engine 41% 33% (80) 45% (110) 50% (122) 30% (73) 28% (68)
Print ad in a paper magazine 38% 22% (58) 34% (89) 50% (132) 32% (84) 36% (95)
Banner advertisement on a website 38% 30% (79) 35% (92) 51% (134) 30% (79) 23% (61)
Online, digital, or satellite radio or podcast commercial or product mention 37% 25% (68) 35% (95) 50% (135) 30% (81) 25% (68)
Online, digital, or satellite radio or podcast sponsorship/underwriting 37% 24% (65) 40% (108) 51% (138) 24% (65) 24% (65)
Embedded ad or product message on a social media stream 37% 26% (70) 45% (122) 45% (122) 28% (76) 24% (65)
Print ad in a paper newspaper 36% 17% (47) 30% (83) 49% (136) 31% (86) 33% (92)
Online magazine ad/e-magazine ad 36% 23% (64) 32% (89) 51% (142) 26% (72) 18% (50)
Broadcast radio program sponsorship/underwriting 35% 18% (51) 33% (94) 49% (140) 25% (71) 23% (66)
Online newspaper ad/e-newspaper ad 35% 24% (69) 34% (97) 48% (137) 26% (74) 18% (51)
Broadcast radio commercial 34% 22% (65) 34% (100) 47% (138) 26% (76) 22% (65)
Radio host/disc jockey endorsement 34% 21% (62) 26% (76) 49% (144) 28% (82) 19% (56)
28. Over 1 in 3 adult online users 18-70 have
seen a Sponsored Social message
in the past year.
29. KEY INSIGHTS
Social Media Engagement
• 2 of 3 adult online users age 18-70 use social media monthly
• Once consumers engage in a social media platform, they find its content quite engaging
Sponsored Social Exposure
• Messages are breaking through across all social media platforms
• On average, these adults see 3 such messages per day
Marketing Message Effectiveness
• Sponsored Social messages now rank alongside TV commercials as the most effective marketing
messages in the media mix in consumers’ minds
• SS Effectiveness Momentum metrics indicate the effectiveness has improved year-on-year
Sponsored Social Effectiveness Influencers
• The keys to effectiveness are content creator credibility, trust/respect, and actual product use and detail
• Creator popularity/fame and audience size are far less important