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Digiday+ Research: More agencies are posting on social each day but could it be simply for show?

The prevalence of social media marketing in consumers everyday lives has only grown recently. So it is practical that agencies would follow that trend with respect to their clients and see corresponding gains regarding revenues and brand-awareness. Right?

Digiday+ Research surveyed 51 agency professionals in June and discovered that more are posting on social media marketing with respect to their clients every day than were doing this last year. However the survey results didn’t reveal why, since it actually works out that social platforms havent made gains with regards to driving revenues or building brands for agency pros clients.

The amount of agency execs who said they post on Instagram each day with respect to their clients remained flat from this past year to the year, Digidays survey found. But Facebook, YouTube and Twitter all saw meaningful gains: 40% of respondents said they post on Facebook each day, weighed against 33% this past year, and YouTube and Twitter saw the largest jumps, increasing from 19% to 33% and 29% to 40%, respectively.

However, Digidays survey also discovered that there is absolutely no meaningful difference this season in the amount of agency pros who said those same social media marketing platforms are valuable for driving revenues because of their clients or building their clients brands. If anything, respondents said they discover the platforms less valuable this season, which begs the question: Why are agencies putting more resources into posting on social media marketing each day?

Facebook and Twitter saw minimal change in the percentage of agency pros who said the platforms are valuable for driving revenues because of their clients: 62% of respondents said Facebook is valuable for revenue-driving this season, weighed against 60% this past year, and 20% said Twitter is valuable to driving revenues this season, weighed against 21% this past year. Instagram and YouTube saw a slightly larger difference, but nonetheless not just a significant one: 65% of agency pros said Instagram is valuable for driving revenues this season, weighed against 61% this past year, and YouTube saw hook gain from 54% this past year to 58% this season.

Increasing the mystery are Digidays survey results regarding brand-building: Three of the four social media marketing platforms actually saw their brand-building values drop in the eyes of agency respondents in 2022. This season, 75% of agency pros said Instagram was valuable for building their clients brands, down from 87% this past year. YouTubes results were down from 79% this past year to 71% this season, and Twitter dropped from 45% to 37%. The amount of agency pros who said Facebook is valuable for building their clients brands remained flat: 78% this past year weighed against 79% this season.

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