The social media landscape continues to witness subtle, yet interesting shifts, according to this quarter’s most recent Advertising Agency Survey, conducted by Strata, the leader in advertising software. The Strata survey showed that Instagram continues to surge in generating advertiser interest while Facebook remains the top social platform for agencies. YouTube, however, is seeing a multi-quarter decline it is lead over Instagram, bringing the two within one point of each other in advertiser interest as 54% of agencies report plans to use YouTube against 53% for Instagram. Twitter, which historically held third place in agency interest until the second quarter of 2016, continues its slide with interest from 37% of agencies, finding itself just 10% above fifth-place LinkedIn.
Facebook remains entrenched in first place as 95% of agencies are interested in that platform. Does that mean its a good stock? Make sure to see an updated analysis on Facebook for what that means for investors.
In terms of actual spend, 93% of agencies are currently spending money on Facebook, with 53% planning to spend on YouTube, and 49% planning on Instagram. More than half of agencies now plan to spend more than 5% of their overall advertising budgets on social media, with 22% allocating between 11-25% of their budgets on social, compared to 18% in 4Q16.