Social media advertising will become popular in 2022, with 98% of advertisers placing ads on Facebook

Social media platforms have been gaining popularity in recent years. With huge traffic and diverse customer groups, they have naturally become a popular channel for many sellers to promote their businesses. Smartly.io, a social advertising automation platform , recently released a research survey outlining the changes brought about by the epidemic and how they will affect advertising and strategies on social media platforms in 2022. The survey was conducted among 100 leaders in the e-commerce, retail, gaming, travel and financial industries.

Nowadays, consumers spend more time on platforms such as Facebook, Instagram, YouTube, TikTok, and Twitter, so multi-platform advertising is the key to effective advertising. Advertisers are also aware of this, with 51% of respondents saying that they allocate half or more of their marketing budget to social media advertising, and evenly distribute the budget to Facebook, Instagram, YouTube, TikTok, Twitter and other platforms.

Among them, Facebook is still the most popular social media platform for advertisers, with 98% of advertisers purchasing ads from the platform ; the number of advertisers on Instagram has also increased compared to the past, with 94% of advertisers choosing to place ads on it; YouTube ranks third, with a share of 88%.

Finally, TikTok, although a new platform, has obvious growth potential, increasing by 9% to 43%. Nearly half of advertisers are placing ads on TikTok.

For companies, Facebook is also their first choice for advertising, with 87% of respondents saying they will increase advertising spending on Facebook; Instagram had the largest year-on-year increase, from 38% to 73%; and another 18% of respondents said they would advertise on TikTok.

Smartly.io Global Marketing Director said: "We are not surprised to see more brands running campaigns on multiple social platforms. As consumers are exposed to more aspects, they have more places to spend money. This also makes it more difficult to predict and attract consumer attention. So with the expansion of features and products across social media, we see multi-platform delivery becoming a focus this year, which will also help advertisers expand their reach."

On the other hand, the return on advertising expenditure (ROAS) is also influencing marketers’ choice of social media platforms, and Instagram has become the platform with the highest ROAS , at 46%.

In addition, advertisers have an increasingly urgent need for automation, because automation can help advertisers remove steps that previously required manual processing, thereby freeing up valuable time and focusing on other areas.

Based on the above results, it can be seen that social platforms are not only becoming more and more important to consumers, but also have an increasingly high status in the minds of advertisers and corporate sellers. I hope that through these summaries and trends, we can provide some new ideas for social advertising and marketing strategies in 2022.

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