Facebook and Instagram are preferred paid social spaces

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 9:06 AM UTC

Media buyers perceive platforms like LinkedIn, Triller, Twitch, and Reddit to be too niche for general audiences.

Despite recent privacy updates, Facebook, Instagram, and YouTube are considered the leading brands by social media experts and media buyers, for paid social. While robust targeting capabilities at scale make Facebook and Instagram the go-to platforms, enhanced ad products of platforms like Snapchat are also appealing to media buyers.

Advertisers are drawn to platforms like TikTok, Pinterest, and Snapchat because they offer organic growth, comparable targeting capabilities, and appeal to Gen Z, respectively. Further, features like Snapchat’s full-screen, non-skippable story ads, and Pinterest’s brand-safe social commerce programs attract advertisers.

Elijah Schneider, CEO at Modify describes Pinterest as a “visual search platform.” While Twitter has unrivalled real-time marketing capabilities, the lack of a brand-safe environment deters some media buyers.

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