US SMBs Plan to Increase Social Media Budgets in 2017 - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

US SMBs Plan to Increase Social Media Budgets in 2017

Over half of small-business owners will dedicate more dollars to the marketing channel

February 3, 2017

More than half of US small-business owners anticipate increasing their social media budgets in 2017, according to a recent study. When Infusionsoft asked SMBs about marketing channels where they expect to increase spending, 56% planned to up their social media budget, while a third planned to dedicate more resources to digital advertising and search engine optimization (SEO). One in four said they would increase their budget for email marketing.

Marketing Channels for Which US SMBs Expect to Increase Their Budget in 2017 (% of respondents)

The majority of SMBs already use at least one social media channel on a regular basis. Unsurprisingly, Facebook is the most commonly used platform, cited by 72% of survey respondents, followed by Twitter (36.5%) and Instagram (33.1%).

Facebook is also the top social media channel where SMBs are expected to up their spending this year. A December 2016 BIA/Kelsey report asked US SMBs about social channels where they plan to spend more, and found that advertising and video on Facebook will see the biggest increases over the next 12 months.

Social media marketing is already one of the most common marketing tactics used by US SMBs—just behind using a website and email for marketing purposes—according to a November 2016 survey from Wasp Barcode Technologies. However, these tools are still only implemented by about half of small businesses.

—Alison McCarthy

Test Your Customer Acquisition and Data-Driven Marketing Know-How

A large-scale priority for most marketers is acquiring new customers. But in order to maximize the effectiveness of dollars allocated to acquisition efforts, marketers must place a weighty emphasis on data.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.