The State of Paid Social by Hanapin Marketing

The world of social has been quite eventful since we released the 2017 State of Paid Social report in July 2017. Between Facebook’s Cambridge Analytica scandal and the closing of Partner categories, the slew of new updates on Linkedin (hello video and carousel ads), and the introduction of Quora into the playing field, social advertising is more complicated these days.

While I can’t totally un-complicate things for you (unless you want to hire us to manage your paid social…hehe #shamelessplug), I CAN tell you what advertisers are spending on their social advertising these days, what features are the most effective in each platform, how budgets for social will change in the next 12 months, what platforms agencies will pitch to their clients, what’s on the horizon, and a myriad of other things happening in the paid advertising world.

Here’s a sneak peek at what you’ll find in the report:

While it’s not surprising that majority of advertising are investing in Facebook, what IS surprising is that only 30% of marketers are advertising in Facebook – that’s a massive decline from the 73% reported last year. Though it still dominates (for now), it is definitely not the only player now. Instagram, Youtube and Linkedin are all making good on their attempts to snatch more of advertisers’ dollars for themselves.

Are you curious to know what other agencies are planning to pitch to their clients in the next year? We have that data too!

Other things you can expect to find in this report in a breakdown of the most effective features and new features to keep your eye on for the future.

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The 2018 State of Paid Social report covers a variety of networks including Facebook, Instagram, Snapchat, Pinterest, Twitter, Linkedin, Youtube, and introducing for this year, Quora! The data was collected from over 400 marketers at brands and agencies.


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