For Social Media Marketers, Facebook Produces the Best ROI - eMarketer

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For Social Media Marketers, Facebook Produces the Best ROI

Only 2.1% of social media marketers said Snapchat produced the best ROI

May 5, 2016

Nearly all social media marketers worldwide believe Facebook produces the best ROI and is essential to social media marketing success, a March 2016 survey revealed.

Social Media Platforms that Produce the Best ROI According to Social Media Marketers Worldwide, March 2016 (% of respondents)

Social Fresh, Firebrand Group and Simply Measured surveyed 551 social media marketers worldwide and asked them to choose up to three social media platforms that they thought produced the best ROI. Almost all (95.8%) of social media marketers worldwide said Facebook did.

Additionally, nearly two-thirds (63.5%) of respondents said Twitter produced the best ROI, and 40.1% of social media marketers said Instagram did.

Surprisingly, only 2.1% of social media marketers said Snapchat produced the best ROI.

What’s not surprising, however, is that marketers are continually turning to Facebook for their marketing efforts. The social media company continues the grow and is steadily adding new revenue streams.

Facebook Users Worldwide, 2014-2020 (billions and % change)

According to eMarketer estimates, the population of Facebook reaches 1.43 billion monthly users by the end of the year.

In addition, mobile will account for 82.0% of Facebook’s US digital ad revenue this year, eMarketer estimes. Ad revenues generated by Instagram and mobile video formats on Facebook will drive this growth. This year, Instagram is expected to earn $1.30 billion in the US ($1.53 billion worldwide) in mobile ad revenues. In the US, Instagram will represent 15.4% of Facebook’s total mobile ad revenues.

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