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Marketers find Twitter overvalued

News, 15 February 2016

SINGAPORE: Marketers in Asia-Pacific use an average of five social media platforms in their campaigns, but only some are regarded as essential while others generate low levels of adoption and satisfaction, a new report has found.

As reported by CMO, research firm Forrester categorised social media platforms into four groups – essential, or high adoption and satisfaction; undervalued, or low adoption but high satisfaction; overvalued, or high adoption but low satisfaction; and optional, which covers both low adoption and satisfaction.

Facebook is the most adopted social platform in the region (100%), followed by Twitter (81%), LinkedIn (78%), YouTube (66%) and Instagram (59%).

However, while Twitter is the second-most adopted social network, it is considered to be overvalued and fails fully to satisfy marketers' expectations.

Facebook, LinkedIn, YouTube and Instagram are all viewed as more important than Twitter in terms of business outcomes, even if all but Facebook have lower adoption rates.

WeChat, the Chinese micro-blogging site, Tencent's Weibo, Pinterest and Tumblr all score highly in terms of satisfactory business outcomes, but not many marketers use them.

Meanwhile, Google Plus, Snapchat and Line are seen as optional because marketers have only recently begun to use them or have already found them to be unsatisfactory.

Forrester said key challenges that still exist around social marketing include achieving a positive ROI, measuring campaign performance, and integrating social channel strategy with other marketing channels.

However, these hurdles do not appear to have dented the outlook for social media marketing budgets because the report went on to say that half of marketers in the region expect their social media budgets this year to be the same as in 2015. And a quarter (25%) expect social budgets to increase by less than 10%.

According to Forrester, total social media advertising spending in Asia-Pacific will reach $6.7bn by 2020, up from $2.8bn in 2015.

Data sourced from CMO; additional content by Warc staff