Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 3: Social Media

Highlights

• The most common purpose of social media advertising campaigns was to increase brand awareness (46 percent). This purpose was highest and ranked first for B2B marketers (67 percent) and B2C marketers (50 percent). It ranked second for mixed B2B/B2C marketers (33 percent). • Mixed B2B/B2C marketers ranked lead generation (47 percent) as the primary purpose of their social media advertising campaigns. • Adoption of programmatic ads on social media platforms reached 46 percent, a substantial increase from the previous study’s 33 percent. • On average, marketers who leverage social media advertising achieved an ROI of 28 percent in 2023, virtually unchanged from the previous study. • Comparing mobile to desktop, CTR, CPC, and conversion rates all declined slightly from the previous study.

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