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Ad dollars are moving toward social but not as quickly as one would think.

Still not sold on this whole social media thing? In that case, this blog is not going to convince you that a brand’s social channels are part of the key owned media properties that define its reputation.

However, if you do have a social presence, but are not yet convinced that you should actually start investing in social advertising, here are 4 reasons that could make you come around:

  1. Because your audience spends 22% of all media time on social. Heavy users make for receptive users, so you want to make sure you reach your audience through targeted efforts in an ever-more cluttered newsfeed, be it on Facebook, Instagram or Twitter.
  1. Because digital ad spend surpassed TV ad spend in 2016, according to Emarketer. It’s happening: digital is slowly but surely edging out TV on the advertising front. Social ad spend led the way with 21.3% of total digital spend in 2016 in the US – that’s a 14.55% year-on-year increase.
  1. Because you don’t want to fall behind the competition: 65% of marketers plan to increase their Facebook marketing activities, according to a 2016 Social Examiner report. (Un)surprisingly, Facebook accounted for 16.6% of all digital ad spend in 2016, followed by Google with 13.8%. So if you don’t start investing in paid social media campaigns, you risk allowing your competitors to reach your potential customers first, irrespective of what stage they are at in the purchase journey.
  1. Not everyone has caught on to it (yet!): more than 5 million advertisers are using Facebook’s ad services. Impressive, right? However, they represent only 8% of the 65 million businesses active on the platform, which means you’ve still got time to turn things around and start looking at the best way you can make social advertising work for you.

Whether you’re just starting out on social media or you’ve already tested advertising campaigns on social, the Bookmark global social media team can help you build a paid social strategy and implement it, starting from the initial media planning phase to media buying so that you can achieve tangible results aligned with your business objectives.