Social media advertising and marketing- additional information
It is expected that by the end of 2017, social media ad spend will reach nearly 835 million Canadian dollars. According to recent calculations, this figure will account for 15.2 percent of the total digital advertising expenditures forecasted for that year. As far as the Canadian market is concerned, marketers in the country recognize that social platforms help target specific audiences and at the same time allow accessing a broader client base. It comes as no surprise then that more than half of the country’s business executives surveyed in 2014 were planning to devote more resources to social media. In fact, certain industries in Canada reported having gone one step further in terms of budget allocation. Respondents from the services industry have indicated a 57 percent shift in budgets from paid to social media in 2014.
In terms of audience reach, social network penetration is predicted to grow from 69 percent in 2015 to 72 percent by the end of 2018. Sources expect a steady growth in user numbers as well, estimating that there will be more than 20 million social media users in Canada in 2018 – up from 18.9 million in 2015. As to which are the most popular social platforms among internet users, 2014 survey results indicated Facebook to be the leader, with 79 percent of responding online Canadians reporting usage, followed by 28 percent who said they used Twitter. In regards to the leading reasons why Canadians choose to share certain content on Facebook or Twitter – they do so mostly to endorse the content in case of Facebook and to spread important news in case of Twitter.