NEW YORK—Social media remains a key indicator of marketing return on investment (ROI) according to a recent feature from eMarketer Intelligence Insider. Brand marketers are gaining confidence in the results generated by social media platforms which continue to play a stronger role in overall marketing strategies for companies. 

The report looked at recent statistics from the Nielsen 2022 Annual Marketing Report which found that 64 percent of marketers are extremely or very confident in social media marketing ROI. The report also found that online and mobile video were the second most effective platforms for measuring ROI at 59 percent followed by search and display advertising at 58 percent. 

Agility has never been more paramount. We continue to hear from marketers that an adaptive mindset is the most important attribute to have in business today,” said Jamie Moldafsky, chief marketing and communications officer at Nielsen. “Combine that with a clear and real-time understanding of consumers and their behaviors, and brands become well positioned to hone their messages, allocate their ad spend, adjust their media mix and optimize to drive ROI.

Brand marketers plan to expand their investment in social media this year with 65 percent planning to increase their spending. However, this trend is not the only form of social media marketing companies are looking to increase their spending on. 

Approximately 50 percent of marketers are planning to increase their streaming and podcast budgets as more consumers look to alternative platforms to get their content. The goal is to not only increase ROI but to grow media channels and increase brand recognition.