SocialMedia-社交媒体营销行业报告（英文）-5-47页.pdf

This study surveyed more than 4,800 marketers with the goal of understanding how

The benefits of social media marketing: This section of our study reveals all of

the major advantages marketers are achieving with their social media e"orts. We

also look at how years of experience a"ect the results.!

Most-used social media platforms: Discover which platforms marketers are

using now and how their usage will change over the next 12 months. We also

examine which platforms experienced marketers are using and the most

important platforms for marketers. !

Organic social media posting: We explore how marketers plan on changing

Paid social media: We reveal the social advertising platforms marketers are

using, how their use of ads has changed in the last year, and which ad platforms

they plan to focus on in the next 12 months. !

Other analyses: We examine marketers' ability to calculate return on investment

(ROI) and their interest in analytics. In addition, we take a look at how business-

to-business (B2B) companies di"er from business-to-consumer (B2C)

companies. We also highlight significant changes since our 2018 study.

Here's a quick summary of some of our more interesting findings:

away from Facebook. For the first time in the last 5 years, Facebook lost share as

Facebook organic activities, down from 62% in 2018.!

32% of marketers plan on increasing their bot activities, down from 39% in 2018.

Interest in learning more about Messenger bots dropped to 45% from 70% in

2018.!

from 66% in 2018. It's the second most important social platform for marketing

engagement is the top question marketers want answered. This is likely in

reaction to Facebook news feed changes made in early 2018 that incentivize

meaningful social interactions.

their use of YouTube video and 75% want to learn more about marketing on the

platform. YouTube is the number-one video channel, used by 57% of marketers.!

Facebook dominance still strong: A very significant 94% of marketers use

Facebook (followed by Instagram at 73%). Sixty-one percent of marketers claim

Facebook is their most important social platform. Facebook ads are used by 72%

of marketers and 59% plan on increasing their use of Facebook ads over the next

12 months.

The above summary is just a taste of what's in this report. On the following pages, you'll