Facebook and Twitter are the top social media platforms that retail companies plan to increase their advertising spend on, according to research from social advertising company Smartly.io and research company WBR Insights. However, there is a potential missed opportunity to use more video-based social platforms like TikTok and Snapchat.

Why it matters

Facebook remains the largest social media platform in terms of advertising spend and retailers are continuing to invest more – in 2020, the company attracted investment from 93% of retailers and a WARC Data analysis shows Facebook took a 15.1% market share of global advertising.

Over 78% of...