Social platforms no longer a hotspot for revenue, brand building for publishers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 29, 2021, 1:00 AM UTC

The growing indifference between publishers and social platforms may be owing to the fact that the latter now focus on creators, instead of publishers.

According to a Digiday Research study, publishers today do not consider social platforms as a valuable source of revenue. Similarly, such platforms are not even seen as an important channel for brand building.

While half of the surveyed publishers said Facebook was valuable for driving revenue, no other platform was considered crucial for revenue by more than a third of the respondents. For instance, 33% of publishers that post on YouTube claimed it to be at least a “valuable” source of revenue. As for brand building, two-thirds of the publishers described Instagram as useful.

Although the report surveyed publishers on their usage of new and emerging platforms, only nine respondents claim to have experimented with Clubhouse while six respondents tried Twitch. Two-thirds of the six respondents that use Twitch find it useful for brand building.

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