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Facebook Is Retailers' Favorite Social Network

Pinterest also of greater interest for retail advertisers than Twitter

August 31, 2015 | Retail & Ecommerce | Media Buying

Retailers don’t appear to be holding back when it comes to ad investments in social media. According to June 2015 polling, half of US retailers will be spending more on paid media on Facebook in particular.

Social Media Sites for Which US Retailers Plan to Increase Ad Spending, June 2015 (% of respondents)

That’s what the National Retail Federation (NRF) found when it asked how many merchants would spend more on advertising on various social networks. Facebook had a commanding lead, but YouTube and Pinterest were also expected to see additional ad spending from 29% and 27% of respondents, respectively.

Buying paid media on Twitter was less of a priority, with just 22% planning to spend more on that in 2015.

Other research supports Facebook and Pinterest as bigger social shopping destinations than Twitter. UPS found in February 2015 that while 49% of US digital buyers also pinned products on Pinterest, and 48% “liked” retailers on Facebook, just 38% said they followed retailers on Twitter.

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