Are Sponsored Social Posts the Most Effective Marketing Channel? - eMarketer

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Are Sponsored Social Posts the Most Effective Marketing Channel?

Usage and effectiveness of social ads have also increased

November 18, 2015

Social media users say sponsored social messages are equally—if not more—effective as other types of marketing tactics, according to the results of a July 2015 survey. Even newer platforms such as Periscope and Snapchat ranked higher than more mature tactics like search or print ads.

Top 25 Most Effective Marketing Tactics According to US Social Media Users, July 2015 (% of respondents)

Data from Izea, an online marketplace that connects brands with content creators, Lightspeed GMI and the Halverson Group found that nine out of the top 10 most effective marketing tactics comprised sponsored social messages.

The survey polled US social media users ages 18 to 70 who spent 15 or more hours online and visited at least one social media site or app per month. They were asked to indicate their top 3 most effective marketing tactics and rate them on a 10-point scale. Sponsored social messaging on still-maturing platforms like Periscope, Snapchat and Instagram scored higher than on “traditional” social platforms, such as Facebook and Twitter.

Usage and Effectiveness* of Paid Advertising Methods According to B2C Content Marketers in North America, 2014 & 2015 (% of respondents)

TV commercials were the only nonsocial (or nondigital) marketing tactic in the top 10. Other traditional-media and older digital tactics like search and print scored lower on the list. Website banner ads were rated the lowest.

B2C content marketers are a bit less positive about social tactics, but a growing number of them say social is an effective platform. In an October 2015 survey by the Content Marketing Institute (CMI), Marketing Profs and TrackMaven, 61% of B2C content marketers in North America said promoted posts such as Promoted Tweets were effective. And the effectiveness of such paid posts increased compared to 2014.

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