How to optimise social media advertising for brand-driven sales

Lindsay Parry and Kalle Backlund

Research by Nepa suggests that brands may be underinvesting in social media advertising.

There are 3.96 billion people actively using social media around the world. The opportunities for brands are of course countless, but not every advertiser knows how to maximise social’s potential.

Social media has the reputation of driving short-term, tactical sales. However, we’ve recently revealed clear evidence that social media advertising drives sales in the long term as well as in the short term.

Our research – based on over 1,600 retail social media campaigns and unique, direct-access data from Google, Facebook, and Snapchat as well as data from offline media channels – shows that social is on average...

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