Disqo：2023社交媒体有效性基准报告-衡量跨渠道的品牌绩效（英文版）（14页）.pdf

1、SponsoredSponsoredSocial media advertising effectiveness benchmarksMeasuring your brands performance across channels and categoriesReportReportSocial Norms 2023 2In the past 10 years,social media has become one of the mostdominant advertising channels.For brands looking to capture the largest overal

2、l audiences,influential younger generations,and digital-first consumers,social media represents an incredibly strong array of advertising platforms.Its no surprise then that advertising spend on social media has grown over 300%in the past 5 years(Statista).Social media platforms have seen immense ev

3、olution in formatsand content that drive impact.While static display ads and corporate-heavy messaging are still present,these platforms are increasingly focused on dynamic,interactive,organic content to gain the attention of increasingly distracted consumers.Rather than simply repurposing generic c

4、ontent,brands often need to adopt a more casual tone,partner with social media influencers,and develop platform-specific content that resonates with the unique audiences on these platforms.DISQOs benchmark data showcases how brands can maximizesocial medias advantages.After providing a short synopsi

5、s on our platform and measurement approach,we dive into 4 key findings for marketers to consider when evaluating the potential of social media platforms:Social media advertising is booming,evolving,and critically importantWhen done right,social media can outperform other digital channels across a wi

6、de array of attitudinal and behavioral metrics.The strength of social media advertising is more notable further down the purchase funnel,where measurement efforts are much more challenging.Across diverse industry categories,social media advertising shows nuanced advantages for certain KPIs.Regardles