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1、Social Advertising Trends 20221 OUTSMART YOURSELF OUTSMART YOURSELF SOCIAL ADVERTISING TRENDSGlobal Social Advertising Trends 2022See how worlds biggest brands plan their social advertising for the upcoming year.Social Advertising Trends 20222Executive Summary About the Respondents Key Insights Adve

2、rtisers Will Devote More Spend to Instagram Ads Companies Show a Heightened Interest in Automating Social Media Ad Creation Branding Campaigns and Video Ads Will Be Prioritized in 2022 Companies Struggle with Talent,Cost,and Competition Conclusion:Blending Automation with Creativity Key Suggestions

3、About the AuthorsTable of Contents3456111416181920Social Advertising Trends 20223Businesses in consumer-facing industries like retail,consumer packaged goods,and eCommerce have made strides to adapt to recent disruptions and changes in consumer behavior.Although many consumers are now shopping for p

4、roducts and services in brick-and-mortar business locations,much of their business remains online,and the digital trend is showing few signs of slowing down.This has raised the stakes for companies that depend on their eCommerce businesses and those that adopted new,digital-first fulfillment methods

5、 during the COVID-19 pandemic.Not surprisingly,digital advertising has become more important than ever,and social media is one of the primary spaces in which B2C companies are competing for customer attention and loyalty.This report presents an analysis of how B2C advertisers in North America are ad

6、apting their social media advertising to the current market.Here,readers will find comparisons with last years numbers,demonstrating important trends in social media advertising.The report will also present actionable suggestions on how to optimize readers social media advertising strategies moving

7、forward.Executive Summary4Key InsightsPercentage of Budget on Social Advertising 51%spend 50%-70%1%spend 76%-90%Platforms Used for Advertising Facebook 98%Instagram 94%YouTube 88%Twitter 71%(down 12%from last year)LinkedIn 43%(down 20%from last year)Biggest Investments 44%spend the most on Instagram

8、 while only 19%are spending the most on Facebook.This represents a significant shift compared to last year which only saw 29%spending the most on Instagram.Best ROAS46%of advertisers are seeing the best ROAS from Instagram(close to last years 42%.)Increasing Spend87%of advertisers will increase thei

9、r advertising spend on Facebook in 2022 compared to 76%in 2021.However,significantly more(73%)will increase spend on Instagram this year compared to 38%in 2021.Automating Advertising73%claim social creation and delivery involves manual processes that are often time-consuming.Up 1%from last year.Auto

10、mation31%of respondents report using automation for social media advertising compared to just 13%last year.73%automate at least part of their social media campaign creation process.Motion Creative47%will increase use of animations and videos in 2022.Meanwhile 35%fewer respondents will increase usage

11、 of static creative compared to last year.Collaboration 55%feel their social media advertising and creative teams collaborate effectively through all their marketing stages.Lack of Talent36%report lack of talent and 33%report difficulty running campaigns in multiple social channels are their biggest

12、 hurdles in their social advertising process.Rising Costs34%rising costs of social advertising29%amount of new social channels Future Goals 41%will spend more on social media advertising32%will use more creative automation Social Advertising Trends 2022162738495101112Social Advertising Trends:A 2022

13、 Perspective5About the RespondentsSmartly.io and the WBR Insights research team surveyed 100 respondents across North America to generate the results featured in this report.All the respondents are business leaders with director-level seniority or higher at their organizations.They occupy roles in m

14、edia,digital advertising,social advertising,performance marketing,brand marketing,and eCommerce.The companies represented in this report are B2C companies in eCommerce,CPG,retail,gaming,travel,and financial services.All the companies make roughly$500 million or more in annual revenue and spend more

15、than$100,000 annually on social media advertising.49%$1 million$5 million 35%$5 million$10 million 10%$500,000$1 million 5%$10 million+1%$100,000$500,000How much does your company spend on social media advertising annually?Social Advertising Trends 20226Advertisers Will Devote More Spend to Instagra

16、m AdsWhat percentage of your overall marketing budget is currently dedicated to social media advertising?Consumer-facing companies already spend a sizable portion of their marketing budgets on social media initiatives.These initiatives range from branding activities to organic content campaigns and

17、paid advertising.Social media advertising has been a successful way for companies to generate business directly.Social media ads are optimized to target users based on their activity on specific platforms,such as Facebook and Instagram,which makes them more likely to click on an ad and make a purcha

18、se.But just like other markets,the market for social media ads changes based on consumer interests and behaviors.Channels that were once a primary driver of business five years ago may not be as popular today.The demographics of certain platforms also change over time.Nonetheless,based on the result

19、s of this report,social media advertising hasnt waned as a priority since last yearit has increased as a priority substantially.At 51%,most of the respondents currently dedicate roughly 50%to 75%of their overall marketing budget to social media advertising.Another 1%dedicate 76%to 90%of their market

20、ing budget to social media advertising.These numbers are significantly higher than those from last years study,which found thatonly 32%of the respondents dedicated 41%to 50%of their marketing budgets to social media advertising and 11%dedicated 51%to 75%.42%Roughly 50%37%26%49%11%11%25%9%51%75%1%76%

21、90%Social Advertising Trends 20227Advertisers appear to be prioritizing different social media platforms compared to last year as well.This year,most are buying ads on Facebook(98%),Instagram(94%),YouTube(88%),and Twitter(71%).Far fewer respondents are buying LinkedIn ads(42%)and Twitter ads(71%)com

22、pared to last year(63%and 83%,respectively).As we will learn,Instagram has emerged as a clear favorite among advertisers.Although the percentage of advertisers buying ads on the platform only rose by 4%since last year,advertisers are devoting substantially more of their social media advertising budg

23、ets to Instagram in response to high returns on their investments over the years.On which platforms are you currently buying social media ads?Facebook InstagramYouTubeTwitterTikTokLinkedInPinterestSnapchat98%94%88%76%71%43%42%27%21%27%Social Advertising Trends 20228Indeed,44%of the respondents say t

24、hey are spending the most on social media ads for Instagram.Thats compared to just 29%last year.There was also a massive shift in spending from Facebook and LinkedIn to Instagram over the past 12 months.Last year,a plurality of respondents(36%)said Facebook was their most important platform,compared

25、 to just 19%this year.Interestingly,19%of the respondents last year said LinkedIn was their most important platform for ad spending,compared to no respondents this year.It should come as no surprise then,that almost half of the respondents(46%)consider Instagram the platform with the best“return on

26、ad spend”(ROAS)from their social media advertising campaigns.This was the case last year as well.We can surmise that most advertisers are following returns when it comes to which platforms to prioritize.Instagram is a clear winner.Shifts in ad spending indicate that most companies have moved more of

27、 their spending towards the platform over the past 12 months.On which single platform are you spending the most on social media ads?From which single platform are you seeing the best return on ad spend(ROAS)from your social media advertising?InstagramInstagramYouTubeFacebookFacebookYouTubeTwitterTik

28、TokTikTokTwitterPinterest44%46%21%21%23%19%12%2%4%6%2%LINKEDIN 19%of the respondents last year said LinkedIn was their most important platform for ad spending,compared to no respondents this year.Social Advertising Trends 20229Instagram is popular among consumers of various age groups.However,by Oct

29、ober 2021,about 62%of Instagram users worldwide were between the ages of 18 and 34.1 This represents a primary age demographic for many advertisers,as this is when young adults typically develop in their careers and begin to gain real buying power.Instagram is also widely regarded for its featured i

30、mages and videos,which makes it an ideal platform for companies that sell products to consumers.Consumer packaged goods companies use the platform widely to market goods to buyers,for example.There is also a considerably large community of creators and influencers on the platform.Companies that part

31、ner with these users can commission ad creative,launch influencer campaigns,and feature their products and services on some of the most popular channels among their target demographics.increase spendingdecrease spendingdo neither/this doesnt applyFacebook87%9%4%Instagram73%9%18%Youtube51%12%37%Twitt

32、er20%14%66%TikTok18%14%68%Linkedin6%18%76%Snapchat2%7%91%Pinterest1%10%89%On which of the following platforms do you plan to increase or decrease your advertising spend in 2022?1 Statista Research Department.“Distribution of Instagram users worldwide as of October 2021,by age group.”Statista.Nov.23r

33、d,2021.https:/ YOU KNOW?62%of Instagram users worldwide were between the ages of 18 and 34Social Advertising Trends 202210Nonetheless,advertisers still see platforms like Facebook and YouTube as high priorities for their spending.Most of the respondents will increase spending on Facebook(87%)and You

34、Tube(51%)in 2022.Facebook(now Meta)owns Instagram,but the platform has a decidedly different user base.Although Facebook still leads social media platforms in user count,there tend to be more older consumers on the platformspecifically,about 53%of Facebook users in the U.S.are 35 years old or older.

35、2 This makes it an optimal platform for companies that market to these demographics or who need to reach a larger base of social media users.However,Instagram still shows the most significant signs of improvement year over year.Only 38%of the respondents last year said they would increase spending o

36、n Instagram ads.In 2022,73%of the respondents will increase their ad spend on Instagram.INSTAGRAM 73%of respondents expect to increase their advertising spend on Instagram in 2022.Social Advertising Trends 202211Companies Show a Heightened Interest in Automating Social Media ad CreationManual proces

37、ses have posed a significant challenge for advertisers over the years.Some processes,such as generating ad creative,have seemingly been impossible to automate.However,advertisers have discovered that partnering with creative agencies and individuals can optimize the ad creation process and streamlin

38、e their efforts.Automation tools,including artificial intelligence(AI),have also enabled advertisers to remove some steps from their processes.For example,AI can automatically optimize advertising spend,targeting,and ad deployment to produce the best results possible for an ad campaign.This frees up

39、 valuable time from marketers,who otherwise would have had to make calculations and publish advertisements manually.Nonetheless,73%of the respondents still say their social media advertising creation and delivery involves manual processes that are often time-consuming.This result is consistent with

40、the result from last years report,in which 72%of the respondents said the same thing.In verbal responses,the respondents say several manual processes hold them back.For example,multiple respondents cite“strategy formation”as a key struggle when launching their advertising campaigns.However,content c

41、reation is the challenge mentioned most often in their responses.Content creation is difficult to automate.As one senior director of marketing at a major retailer puts it:“There currently are no alternatives for content creation,and that is a major pain point.”SENIOR DIRECTOR OF MARKETING AT A MAJOR

42、 RETAILERDo you agree with the following statement?“Our social media advertising creation and delivery involves manual processes that are often time consuming.”73%YES27%NOSocial Advertising Trends 202212Other responses mirror this sentiment:“We have a lot of creative ideas but not all of them align

43、to the campaigns that we set”-HEAD OF ECOMMERCE AT A BANK “Managing this overload of ideas is the pain point that we currently face.”-HEAD OF ECOMMERCE AT A BANKSome say the process of creating content that is unique and makes their brand stand out is a particular challenge:“Developing campaigns tha

44、t are unique and attractive is something that takes a lot of time and effort,”-PERFORMANCE MARKETING DIRECTOROther respondents say manual processes like“posting,”“managing,”and“aligning content to the campaign”are also difficult manual processes.Aligning with these results,69%of the respondents say

45、that they do not currently use automation technology for social media advertising creation.This represents a significant drop from last years study,which found that 81%of the respondents were not using automation technology for this purpose.Its also notable that both the respondents this year and la

46、st year show interest in automating at least parts of this process.Based on previous responses,these companies would likely be interested in automating as many aspects of the content design and creation process as possible,but theyd also be interested in tools that help them post and manage their so

47、cial media ad content.Doing so could help them reduce the indirect costs of their social media advertising campaigns.Does your team currently use automation technology for its social media advertising creation?17%14%69%Yeswe automate the creative production of social media advertising sufficiently a

48、nd successfully Yes we automate at least part of this process,but it needs improvementNobut we are interested in automating at least parts of this processSocial Advertising Trends 202213It could also help them free up staff so they can focus on other strategic objectives.This is often a primary driv

49、er behind the adoption of automation tools among many businesses.Respondents who arent currently using automation for social media ad creation but are interested in it say they would have their teams engage in other meaningful activities with their extra time.For example,a vice president of brand ma

50、rketing at a subscription eCommerce company says theyd have their teams developing new campaigns and strategies:“Develop new campaigns and strategies,which is an important activity we would work on collectively.”VICE PRESIDENT OF BRAND MARKETING AT A SUBSCRIPTION ECOMMERCE COMPANYOther respondents s

51、ay they would keep some aspects of their social media advertising operation,such as execution and monitoring,close to home.“The probability of managing execution internally is higher with automated content development”DIRECTOR OF PERFORMANCE MARKETING AT A FINANCIAL ORGANIZATION.“Monitoring the auto

52、mated content and aligning them to execution and timing is what the team will handle,”MEDIA DIRECTOR AT A TRAVEL COMPANYAlthough only 31%of the respondents automate at least some part of the social media advertising creation process,the results from this year and last year present a trend:Not only a

53、re consumer-facing organizations interested in automating the social media ad creation process,but they are also actively adopting automation tools.After all,most of these respondents are already familiar with the benefits of automation technology for other aspects of their advertising operation.Spe

54、cifically,73%currently automate at least part of their social media campaign creation process.Another 25%are interested in automating at least part of this process.Yeswe automate campaign creation and optimization sufficiently and successfullyYes we automate at least part of this process,but it need

55、s improvementNobut we are interested in automating at least part of this processNoand we are not interested in automating any part of this processDoes your team currently use automation technology for its social media campaign creation and optimization?2%25%41%32%Social Advertising Trends 202214Bran

56、ding Campaigns and Video Ads Will Be Prioritized in 2022As weve learned,advertisers are shifting their advertising dollars to specific platforms,like Instagram,to take advantage of high rates on returns.Theyre also interested in automating more of their social media advertising processes to free up

57、their teams time and make their campaigns more effective.Other trends in social media advertising relate to the content of the ads themselvesspecifically,whether companies will continue to use static images or prioritize motion creative to carry their campaigns.Last year,54%of the respondents said t

58、heir advertising teams would increase usage of static creative,such as photos.That was compared to motion creative,such as animations and videos,which 44%said they would increase usage of.This year,only 19%of the respondents say that theyll increase usage of static creative.Instead,they will priorit

59、ize motion creative(47%)and data-driven creative(34%),a new category in the study.Data-driven creative refers to assets like images and videos that are produced through automation and designed based on data inputs,such as user or customer data.In the past,some companies have been reluctant to levera

60、ge data-driven creative for their advertising campaigns.This was due in part to concerns about compliance and whether the creative assets would align with the brand.Advertisers will also focus more of their budget on branding campaigns instead of performance campaigns in 2022.Specifically,54%of the

61、respondents say they will devote more of their ad spend to branding campaigns.Which type of visual asset does your social media advertising team plan to increase usage of THE MOST in 2022?Motion creative(e.g.,animations,videos)Data-driven creative(e.g.creative automation)Static creative(e.g.,photos,

62、images)47%34%19%Social Advertising Trends 202215In this context,brand campaigning focuses on creative storytelling and the development of the companys brand identity,whereas performance advertising is driven almost entirely by metrics and acquisition.Performance campaigns are often focused on clicks

63、 and conversions.Brand campaigns are sometimes more difficult to quantify,but they can produce long-term results and help the company create stronger bonds with customers.When asked which channels they will prioritize for their branding campaigns,several respondents say social media will be essentia

64、l.“We gain a lot of opportunities on social media channels because of the level of participation”BRAND MANAGER OF A GAMING COMPANY“Social media is the best location to connect with people”SENIOR DIRECTOR OF ECOMMERCE.“That is where most of our campaigns will air”SENIOR DIRECTOR OF ECOMMERCEOther res

65、pondents say they will focus on a range of channels,including their physical retail channels.However,several of these respondents also cite social media as a key priority for their brand strategy.For example,one eCommerce director of a pharmacy chain says:“We will try and achieve a balance between p

66、hysical and virtual channels.”ECOMMERCE DIRECTOR OF A PHARMACY CHAINThis may be due,in part,to the importance of physical retail for the companys business.Regardless,social media represents the ideal channel for branding campaigns.Multiple respondents note that social media is“the preferred location

67、,”for branding,as one respondent puts it.Do you agree with the following statement?“We plan to allocate more budget into branding campaigns vs.performance campaigns in 2022.”54%YES46%NOSocial Advertising Trends:A 2022 Perspective16Companies Struggle with Talent,Cost,and CompetitionSocial media adver

68、tising requires multiple teams to work in tandem.Often,producing and executing an ad campaign involves the efforts of marketing management,a creative team,and an analytics team,as well as third-party vendors.To gain a better understanding of how consumer-facing companies are fairing in their social

69、media advertising processes,researchers asked the respondents about their most common challenges.They also asked them how well their current teams work together.Significantly,only 55%of the respondents say their social media advertising and creative teams collaborate effectively in all stages of the

70、 marketing process.Thats compared to 71%last yeara drop of 16%.Some of this drop could be attributed to challenges associated with changes in consumer behaviors and expectations.Many B2C companies faced challenges adapting their messaging when consumers switched to online channels and alternative mo

71、des of fulfillment,such as ship-to-home and buy-online-pick-up-in-store(BOPIS).Coordinating changes in advertising efforts between multiple parties is often a challenge when the market changes so quickly.However,it could also be a response to changes in consumer preferences for advertising content i

72、n general.Consumers are more empowered than ever,and they tend to be dismissive of advertising content that doesnt align with their wants,needs,or values.Do you feel your social media advertising and creative teams collaborate effectively in all stages of the marketing process?What do you consider t

73、o be the biggest internal challenge to your social media advertising process at the moment?55%YES45%NOLack of talent(i.e.,inability to expand teams through hiring)Difficulty running campaigns in multiple social channels successfullyInsufficient design resources to produce adsDifficulty integrating s

74、ocial media advertising into overall marketing mix36%33%20%11%Social Advertising Trends:A 2022 Perspective17Similarly,36%of the respondents say that a lack of talent is their biggest challenge to the social media advertising process.Thirty-three percent say they have been challenged by running campa

75、igns on multiple social media channels successfully.Externally,over one-third of the respondents(34%)say the rising cost of social media advertising and increased competition in the market have been their biggest challenges.A significant portion of the respondents(29%)say adapting to new social chan

76、nels and shifting consumer behaviors are their top challenges.Nonetheless,many of these respondents are fully invested in their social media advertising programs.At 41%,a plurality of respondents says they will spend more on social media advertising in general in 2022 than they did in 2021.This alig

77、ns with last years respondents,45%of whom said theyd spend more on social media advertising in 2021 than they did in 2020.Almost one-third of the respondents(32%)also say that they will use more creative automation for their social media advertising campaigns in the future.Given the ROAS of channels

78、 like Instagram,these investments are likely to pay dividends in the coming months,especially as these companies refocus their efforts on branding campaigns and building long-term connections with customers.What do you consider the biggest external challenge to your social media advertising process

79、at the moment?The rising cost of social media advertising and increased competition Adapting to new social channels and shifting consumer behavior Measurement and attribution New privacy regulations and their impact on targeting and personalization(e.g.,iOS14,“Cookieless Future”)34%41%29%32%19%29%18

80、%29%26%Please indicate which the following statements are true in terms of your plans for 2022.We will spend more on social media advertising in general than we did in 2021 We will use more creative automation in the future We will expand our in-house marketing team to better manage social media adv

81、ertising We will outsource social media advertising more We will invest more in social media advertising tools and technologyIN 202241%of marketing teams will spend more on social advertising than they did in 2021.18Conclusion:Blending Automation with CreativityConsumer-facing organizations in North

82、 America demonstrate that advertising on social media is still one of the most important methods for building their brands and connecting with customers.Not only are companies still dedicating significant portions of their marketing budgets to social media advertising,but they are also devoting more

83、 resources to social media channels that have yielded strong returns.Instagram is perhaps the most sought-after platform for social media advertising among consumer-facing companies.Organizations that intend to compete for both attention and loyalty cant afford to ignore this channel.However,the res

84、ults featured in this report also indicate that consumer-facing businesses are still struggling with certain aspects of their advertising.The process of developing and creating advertisements themselves is still mired by manual processes.Many companies also say they struggle to coordinate with their

85、 creative teams to develop meaningful creative assets that align with their campaigns.Moving forward,companies must adopt automation tools that streamline the processes of developing,creating,and managing their social media advertising campaigns.Ideally,theyll be able to identify and leverage turn-k

86、ey services that use both data and human creativity to produce compelling ads.This represents the future of social media advertising,and it will provide companies with the edge they need to stand out in a noisy marketplace.Social Advertising Trends 202219Key SuggestionsSocial Advertising Trends 2022

87、Focus more of your resources on Instagram advertising if this platform is relevant to your business.Instagram is the platform most likely to produce a significant ROAS compared to other platforms.A plurality of the respondents intends to spend more on Instagram ads in 2022.If you arent doing so alre

88、ady,use automation tools to streamline efforts for campaign creation and optimization.Most of the respondents are already using automation for this purpose.Include automation tools in your advertisement creation process as well.Most companies arent currently using this capability but are interested

89、in it.Make motion creative,such as videos and animations,a priority for your advertisements in 2022,but focus on data-driven creative assets as well.These assets are created through automated and AI-based processes that leverage customer data.They have the potential to make ad development much more

90、efficient and ensure ads are developed to appeal to consumers based on their interests.If you are having trouble maintaining an internal creative team,partner with an external provider that can automate part of the creative process.This will make launching campaigns both faster and more effective,an

91、d it will prevent you from struggling due to a lack of talent.14263$Social Advertising Trends 202220About the AuthorsSmartly.io automates every step of social advertising,empowering teams to deliver beautifully effective brand experiences across social platforms.A cross-platform approach enables mar

92、keters to reach audiences across all stages of the buyers journey,from finding new brands to making a purchase all while delivering an exceptional,consistent customer experience.For more information,please visit www.smartly.ioWBR Insights is the custom research division of Worldwide Business Researc

93、h(WBR),the world leader in industry-driven thought-leadership conferences.Our mission is to help inform and educate key stakeholders with research-based whitepapers,webinars,digital summits,and other thought-leadership assets while achieving our clients strategic goals.For more information,please visit