Firebrand Group Launches FUTUREPROOF, The Future of Paid Social Edition

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Firebrand Group, the New York City-based futureproofing firm that empowers brands by accurately predicting the future of marketing and communications, has released their latest edition of FUTUREPROOF on the ever-evolving world of paid social.

Firebrand’s study found the prevalence of Paid Social amongst top marketers. 79% of respondents indicated that they expect to increase their Paid Social spend over the next 12 months.

Firebrand Group, the New York City-based futureproofing firm that empowers brands by accurately predicting the future of marketing and communications, has released their latest edition of FUTUREPROOF on the ever-evolving world of paid social. Firebrand Group surveyed an expert panel of 326 marketers regarding their company’s paid social plan for 2017 and beyond. 52.1% percent of participants managed their company’s paid social directly, while 24.8% are indirectly involved with their company’s paid social efforts. Firebrand synthesized its survey results with interviews from hiring professionals in addition to analyzing second-party data sets to create an in-depth analytical report on what the future of Paid Social holds.

Why does that matter? From marketers to students to journalists, all of us have succumbed to the pitfalls of that targeted Facebook Ad. Paid social yields a world of rewards, complications and digital innovation. The Future of Paid Social goes into explicit detail on what that means for marketers, futurists, investors, and media professionals.

Firebrand’s study found the prevalence of paid social amongst top marketers. 79% of respondents indicated that they expect to increase their paid social spend over the next 12 months, in sharp contrast to the 2.1% who expect to decrease their paid social spend. To put that in perspective, for every digital marketer who is relying less on paid social promotion, there are over 37 who are reinvesting in paid social.

Paid social isn't without its skepticism. While some industries are vying for organic reach, the more desirable frontier is paid social, as it produces stronger ROI.

Firebrand Group’s study identified new organic channels opening up to support paid and non-paid efforts, while highlighting which content brands need in order to make a splash. The firm also reveals its biggest insight: not all consumers enter the mythical conversion tunnel from the top.

Most brands have implemented their targeting strategies with emphasis on top funnel impact, connecting with consumers in the awareness branch. However, organic tweets only reach about 10% of a brand’s following. The typical Facebook page with one million or more likes averages a paltry rate of 2.27% organic engagement.

Jeremy Goldman, our CEO on the future of paid social. “Pay to play has evolved from the cliche catch phrase to a standing requirement for paid social. Our insights show organic social will need to diversify itself to keep up, and marketers now more than ever will need to be more conscious with their dollars and on which platforms they use them.”

The Future of Paid Social study was executed in concert with Social Media Strategies Summit;. Goldman will be presenting the results of the study at the upcoming SMSS in Chicago, April 26-28, 2017.

Firebrand’s Future of Paid Social is available in excerpt form for free here:

http://learn.firebrandgroup.com/free-ebook-paid-social-2017

The full report is available to Firebrand clients exclusively. Interested parties can inquire on accessing the full report and potential brand partnerships reach out to Aaron Reese at aaron(at)firebrandgroup(dot)com for additional details.

Either way, happy reading from Firebrand Group!

About Firebrand Group
Empowers brands by accurately predicting the future of marketing and communications.

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Jeremy Goldman
Firebrand Group
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