61% of Marketers to Increase Instagram Investment in 2021

As marketers leverage social media channels to resonate with their target audiences, new research indicates that Instagram, in particular, will continue to lead their efforts.

HootSuite recently published its “Social Trends 2021” report, and data showed that the majority of marketers (61%) intend on increasing their investment in Instagram throughout the remainder of 2021. This is followed by Facebook (46%), YouTube (45%) and LinkedIn (44%). The researchers behind the report note that despite the hype surrounding TikTok, it topped out at 14% on the list.

In addition to focusing on favored platforms such as Instagram, the report showed that marketers are doubling down on well-established outlets as well.

The majority of respondents (78%) said that Facebook is still their most effective social media channel in terms of achieving business goals. About 70% of marketers cited Instagram.

Social Media Marketing Benefits Continue to Rise

Social media marketing continues to grow in popularity, and previous research suggests that it may be because its benefits are rising.

Social Media Examiner conducted its “2021 Social Media Marketing Industry Report,” and statistics indicated that all of the reported benefits of social media marketing have soared since 2020. For example, increased exposure rose from 86% to 88%. Increased traffic went from 78% to 79%, and generated leads rose from 67% to 69%. Marketplace insight jumped from 49% to 56%.

The research also suggests that the longer marketers utilize social media, the more likely they are to see a return-on-investment.

“I worked with KoMarketing during my time at Pongo in a variety of roles. At first, they were doing the work for us, but in the end, they trained my growing team on Search Engine Marketing (SEM). Their education of the importance of Search Engine Optimization (SEO) led to us launching a job search blog, over 30 learning center articles, and a social media campaign. I would not hesitate to recommend the KoMarketing team for any size project you may have.”

— Jodi Coverly, Marketing Manager, Pongo LLC

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