According to a recent infographic from Offerpop, 92% of surveyed marketers are planning to invest heavily in Facebook this coming Christmas, with a number looking to spend the majority of their marketing budget on the site, The Drum reports.
Over 100 marketing professionals were questioned and only 4% bucked the trend, stating they planned to spend most of their budget on other social sites. Another takeaway from the survey found that almost half (48%) of the respondents weren’t interested in spending money on untested networks – only 16% were looking to invest in Snapchat, and 8% wanted to invest in Yo and Wanelo.
It has been found that social media spend is due to increase this year, with 67% of respondents claiming they plan to spend more this year compared to 2013. Around the Christmas period, there is expected to be a total of 1.32 billion online users of Facebook, as well as around 271 million Twitter users. There is also expected to be around $602 billion worth of holiday spending – with an increase of around 8% this year.
The infographic concludes that this Christmas period is all about socialising commerce; the primary goal of almost two thirds of the marketers questioned was to drive sales and expand brand reach via social, with 19% looking to qualify more leads through the sites and 13% looking to drive more traffic to their websites.
Despite the high level of investment due to take place in Facebook, when asked about the breakout social media site of 2014, nearly three quarters (73%) said it was Instagram.