CMO Strategies: How marketer' social budgets stack up

Digiday+ unlocks an edge for media and marketing leaders through a set of exclusive benefits and features. Recently, members have had access to the first installment of Digiday's CMO strategies series. In this first report, we focus on social media usage and budgets. Get a taste of this member-only report below and [subscribe]( for full access to the rest of the CMO strategies series, more original research, weekly briefings, reports and guides, member events and much more. [SUBSCRIBE]( cancel anytime [CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok]( By Li Lu, research director Marketing channels have had a turbulent time in recent years, from shifts in privacy regulations [to an increase in marketing costs]( and the impact of [macro-economics on marketing spend](. As marketers continue to face roadblocks in their efforts to keep their brands at the top of consumers’ minds, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like programmatic display, Instagram and Amazon Ads — to identify key trends and best practices in our CMO Strategies series. First up, Digiday+ Research will focus on social media usage and budgets. The following reports in the series will focus on platform specifics and different channels. To map out marketers’ current digital playbook, Digiday+ Research sent out three surveys that asked a total of 635 respondents about past and upcoming investments, marketing channel tactics and preferences and business challenges. Digiday+ Research also conducted a focus group and individual interviews with marketing executives across industries. Among all channels considered in our CMO Strategies series, social media had the highest usage rate, with 97% of survey respondents saying their company uses it for marketing. Within social, Meta-owned platforms Instagram and Facebook are the predominant players. While both are owned by Meta, the two platforms attract different audiences: Instagram appeals to younger generations, with almost 70% of its audience base falling between the ages of 13 and 34, while almost 67% of Facebook’s user base is between 24 and 65 and another 11% is 65 and over, according to Statista. The two platforms benefit from being veterans in the social space and also have found success from offering marketers and influencers out-of-the-box-ready marketing options. Out-of-the-box-ready marketing options typically include built-out standardized ad options that marketers can select from, such as Instagram’s in-feed ads that can also be combined with shopping. [VIEW FULL REPORT]( Recent Member Exclusives [Media Buying Briefing: What is, and should be, talked about at Cannes Lions this year]( [READ MORE]( [Future of TV Briefing: The challenges in using generative AI tools for video productions]( [READ MORE]( [Media Buying Briefing: Why buyers think VideoAmp has a jump in the alternative TV measurement race]( [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 85 Broad St WeWork, 17th Floor New York, NY 10004 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](