2017Q2付费社交媒体趋势报告（英文）

iProspect.com COPYRIGHT 2017 © iPROSPECT, INC. ALL RIGHTS RESERVED. Paid Social TrendsiPROSPECT QUARTERLY REPORT | 2017 Q2By Brittany Richter, VP, Head of Social Media2iProspect Quarterly Report Paid Social Trends | 2017 Q2© 2017 IPROSPECT. ALL RIGHTS RESERVED.Reviewing Overarching Q2 2017 TrendsOver the past five years, paid social has earned a larger and more influential role within the digital marketing landscape. As platforms have evolved and developed new features and tools to support advertising models, brands have come on board in droves, mirroring consumer adoption. Despite all this growth, paid social is still a relatively new area, and one that is constantly changing and evolving. This is true for advertisers who are learning best practices as they test new strategies, and for the social platforms, many of which are only now beginning to find solid ground in terms of providing reliable ad products that deliver return on investment (ROI) for ad dollars spent.The speed at which paid social is evolving keeps everyone on their toes. In 2016, there were more than 300 updates within the social marketing space, covering everything from new ad units to metrics to the addition of self-serve platforms. In 2017, just since January, there have already been more than 250 such updates. Some of the most nota-ble Q2 announcements included Pinterest’s introduction of Autoplay Video, Facebook’s launch of Messenger Ads, and Facebook’s crackdown on fraudulent Page Posts.As platforms have developed improved functionality, added measurement features, and validated their worth, advertisers have gained greater confidence in paid social and increased their spend. Across all of iProspect’s clients, paid social spend is up 132% year over year (YoY). We attribute the lion’s share of this growth to the expan-sion of our paid social client. However, even if we isolate the data to focus only on the clients for whom we have managed paid social since Q2 of last year, we still see an average of 76% YoY growth in spend. 3iProspect Quarterly Report Paid Social Trends | 2017 Q2© 2017 IPROSPECT. ALL RIGHTS RESERVED.While Facebook investment continues to grow and account for the largest percentage of total social spend by client, the two platforms with the largest percentage spend growth are Instagram (257% YoY) and Pinterest (216% YoY). This growth is a result of the improvement these platforms have made to their ad products and their newly demonstrated ability to scale performance in a way that we’ve historically only seen on Facebook. The most notable improvements are Instagram’s Dynamic Product Ads (DPA) and Pinterest’s first-party data targeting and One-Tap product. While Instagram and Pinterest are making great strides, Facebook remains the king of the paid social hill making up 66% of our clients’ total paid social spend. This figure is up from 51% in Q2 of 2016. While almost half of the YoY gain is due to increased spend on video placements, investment in pixel