MARKETING
80+ Essential Social Media Marketing Statistics for 2022

Social media is everywhere and over the last two decades, it’s become one of the primary marketing channels.
With a solid chunk of the world’s population on social media, it’s critical that your business has an effective social media strategy that helps you reach your intended audience.
Here, we’ve compiled a list of essential social media stats to ensure you know where to focus your marketing efforts in 2022 to get the highest ROI.
Social Media Marketing Report Statistics from HubSpot
In November 2021, the HubSpot Blog surveyed 300+ social media marketers to learn about the strategies they use, the formats they leverage, and the challenges they face.
Here are some of the most interesting stats we discovered:
- 77% of social media marketers say social media marketing has been somewhat to very effective for their company this year.
- What’s more, 37% of marketers who said social media marketing was somewhat to very ineffective cited COVID-19, likely due to the rapid change in strategy.
- The numer one goal marketers report having for their social media marketing strategy is advertising their products or services, following by increasing brand awareness.
- 82% of marketers say they repurpose content across social media channels.
- The majority of marketers surveyed say they post on most social media platforms four to six times a week.
- The platforms with the lowest reported engagement levels are Twitch, Snapchat, and Clubhouse.
- Short-form videos is the top social media format used by 54% of social media marketers, followed by live streaming, live audio chatrooms, and user-generated content.
- 80% of marketers say funny content is the most effective on social media.
- 68% of marketers’ companies work with influencers on social media.
- The most popular cadence to search for new social media platforms is once a month, followed by once a week.
- 84% of marketers target Millennials as part of their social media strategy.
- The biggest challenge marketers face on social media is creating engaging content, reported by 27% of respondents.
- 67% of marketers say they work with micro influencers with 10K-100K followers or subscribers. Conversely, only 29% say they work with mega influencers with more than 1 million followers.
- 64% of marketers say they invest in building social media communities.
- 25% of respondents said they believe funny content is most effective with Gen Z.
Channel-Specific Social Media Statistics
Facebook Statistics
- In a 2021 HubSpot Blog poll, 79% of marketers report buying paid advertising on Facebook. (HubSpot)
- Users spend an average of 19.6 hours a month on Facebook. (HootSuite)
- Facebook is a popular source of news with 31% of Americans regularly getting their news from the platform. (Pew Research)
- According to the same poll, more than 50% of marketers plan on increasing their investments in Facebook, YouTube, and TikTok in 2022. (HubSpot)
- Facebook has 1.96 billion daily active users as of Q1 2022. (Statista)
- 98.5% of Facebook users access the platform on mobile devices. (Statista)
- In a 2021 survey conducted by the HubSpot Blog, Facebook was ranked #1 in social media investment, highest quality leads, and ROI for paid ads. (HubSpot)
- Facebook ads are used by 70% of marketers, and there were 10 million active advertisers on the platform in Q3 2021. (Social Media Examiner , Statista)
Twitter Statistics
- Twitter has reached 229 million daily active users as of the first quarter of 2022. (Statista)
- In a HubSpot Blog poll, 79% of marketers plan to continue investing in Twitter Spaces in 2022. (HubSpot)
- Link clicks account for 92% of all user interaction with tweets. (HubSpot)
- The best time to post on Twitter is at 9 AM, and the best days to post are Tuesdays and Wednesdays. (Sprout Social)
- Tweets with hashtags get 100% more engagement. (Twitter)
- 99% of marketers surveyed in a HubSpot Blog poll say they plan to continue to invest the same amount or increase their investment in Twitter. (HubSpot)
- 93% of Twitter community members are open to brands getting involved in conversation, such as providing help and support. (Twitter)
For more on Twitter, check out Twitter Marketing: The Ultimate Guide.
Instagram Statistics
- In a 2021 HubSpot Blog poll, 58% of marketers plan to leverage Instagram Reels in 2022. (HubSpot)
- 64% of Instagram users are under the age of 34. (Statista)
- 20% of marketers surveyed in a HubSpot Blog poll report generating the biggest ROI when working with influencers on Instagram, only behind Facebook. (HubSpot)
- 98% of marketers say Instagram is the most influential platform for influencer marketing, which is 44% higher than Facebook. (Sprout Social)
- Videos get 21.2% more interactions compared to images and 18.6% more interactions compared to carousels. (Sprout Social)
- 61% of social media marketers surveyed in a HubSpot Blog poll say they plan to increase their investment in 2022.
- 90% of people on Instagram follow a business. (Instagram)
- In a 2021 HubSpot Blog poll, 73% of marketers prefer Instagram for influencer marketing. (HubSpot)
- The best times to post on Instagram are Wednesday at 11 AM, and Friday between 10-11 AM. Sunday is the worst day for engagement. (Sprout Social)
Check out more Instagram stats here.
LinkedIn Statistics
- LinkedIn has more than 830 million active users in 200 countries and regions worldwide. (LinkedIn)
- The most popular day to post on LinkedIn is on Saturdays and Sundays. (HubSpot)
- According to a HubSpot Blog survey, most marketers post on LinkedIn four to six times a week. (HubSpot)
- When it comes to B2B display ad spend, LinkedIn makes up the largest share at 32.2%. (eMarketer)
- As of January 2022, 59% of LinkedIn users were between 25 and 34 years old. (Statista)
- In Q3 2022, LinkedIn revenue is up 34% in YoY growth. (LinkedIn)
- 87% of marketers surveyed in a HubSpot Blog survey said LinkedIn offered average or high ROI. (HubSpot)
- 82% of B2B markers report finding the greatest success on LinkedIn. (LinkedIn Marketing Solutions)
- Over 46% of all social media traffic to company websites comes from LinkedIn. (LinkedIn)
- 40% of marketers surveyed in a HubSpot Blog survey say they plan to increase their investment in the platform in 2022. (HubSpot)
- The best times to post on LinkedIn are on Tuesdays from 10 a.m. to noon. The worst days are on weekends – with Saturdays and Sundays offering the lowest engagement levels.(Sprout Social)
Want to learn how to up your marketing game on LinkedIn? This post walks you through the ins and outs of using LinkedIn for business.
YouTube Statistics
- YouTube is the second-largest search engine globally. (Alexa)
- YouTube generates over 1.7 billion unique monthly visitors. (Hootsuite)
- 42.5% of marketers use YouTube for influencer marketing, according to a 2021 eMarketer report. (eMarketer)
- 50% of social media marketers surveyed by the HubSpot Blog say they plan to increase their investment in YouTube in 2022. In fact, 20% of respondents say they plan to invest in this platform the most. (HubSpot)
- The number of YouTube users is projected to reach 2.8 million by 2025. (Statista)
- In a 2021 HubSpot Blog poll, 44% of marketers plan to leverage YouTube for the first time in 2022. (HubSpot)
- On mobile devices alone, YouTube reaches more adults aged 18 to 24 than any TV network. (YouTube)
- YouTube accounts for more than 25% of total worldwide mobile traffic. (Sandvine)
- Users spend the most hours on YouTube than any other social network at 23.7 hours a month. (HootSuite)
TikTok Statistics
- 70% of TikTok users agree they feel a deeper connection to people they interact with on TikTok compared to other social networks. (TikTok)
- In a 2021 HubSpot Blog poll, 61% of marketers plan to increase their investment in TikTok marketing in 2022. (HubSpot)
- Douyin, TikTok’s original standalone app in China, had 300 million users at the time Musical.ly merged with TikTok. (The Verge)
- Two out of three users are likely to buy something on TikTok while using the app. (TikTok)
- TikTok was the most downloaded app of 2021. (HootSuite)
- 61% of marketers surveyed in a HubSpot Blog poll say they plan to increase their investment in TikTok in 2022. (HubSpot)
- 12% of marketers surveyed in a HubSpot Blog poll say they work with influencers the most on TikTok. (HubSpot)
- A majority of U.S. TikTok users are between the ages of 10 and 19. (Statista)
- Globally, users spend an average of 19.6 hours a month on TikTok on android phones. (HootSuite)
- 61% of U.S. TikTok users are female. (Statista)
- The most popular time to post on TikTok is between 3 p.m. and 9 p.m. (HubSpot)
- TikTok’s average engagement rate is high at all follower levels. (Influencer Marketing Hub)
Reddit Statistics (65)
- As of Q3 2021, the Reddit mobile app was counting more than 13 million daily active users worldwide on iOS. (Statista)
- 50% of marketers surveyed in a HubSpot Blog poll plan to increase their investment in Reddit. (HubSpot)
- The site receives more than 50 billion+ monthly screen views. (Reddit)
- 23% of marketers surveyed in a HubSpot Blog poll plan to leverage Reddit for the first time in 2022. (HubSpot)
- Most Reddit users in the U.S. are male, but 15% of U.S. adults say they use the platform. (Statista)
- Only 2% of social media marketers surveyed in a HubSpot Blog plan to invest in Reddit the most in 2022. (HubSpot)
- 49% of marketers surveyed in a HubSpot Blog poll buy paid ads on Reddit. (HubSpot)
- Reddit is an unlikely place for influencer marketing but 38% of marketers surveyed in a HubSpot Blog poll say they work with influencers on the platform. (HubSpot)
Social Media Consulting Services
Many businesses hire external social media consulting agencies to manage their voice and reputation online.
Alternatively, some businesses create roles in-house for a social media consultant — this is someone who is responsible for increasing brand awareness, responding to customer service complaints across social media platforms, and engaging with your audience online.
Whether you’re considering hiring an external social media consulting service or creating a role in-house, take a look at these trends that demonstrate the importance of social media consulting:
- Answering a complaint on social media can increase customer advocacy by 25%. (Convince & Convert)
- 79% of consumers expect brands to respond within a day of reaching out over social media, but average brand response rates across all industries is lower than 25%. (Sprout Social)
- 79% of people say that user-generated content on social media significantly impacts their purchasing decisions. (Stackla)
Pitching Social Media Consulting Services
All these stats have given you the data you need to work with — now it’s time to put your knowledge to use and create your own social media consulting proposal.
If you’re a social media consultant and you’re pitchinga branding, marketing, or advertising campaign to a client, it’s critical you’re able to show how you’ll help your client grow their business.
Here are six steps you’ll need to take to ensure your social media consulting proposal or business plan is effective:
- Set clear goals. Figure out exactly where your company or client wants to go as far as their business and social media numbers. The clearer and more detailed the vision, the better. Follow SMART Goal guidelines to ensure that you’re on the right track.
- Understand your customers. Know your target demographics because these are the people you’re trying to reach and engage. Gather your own social media statistics and use existing data your company or client might already have to figure out who’s interacting with the business and who might be good future prospects to reach. After you’ve done your research, you can create useful character personas to help you better understand and categorize customers.
- Understand your competition. Those “similar-but-different” companies are going to be out there. And, as with most aspects of the business world, the better you know them, the better you can know how to have a leg up on them. You can conduct this research at the same time you’re researching your customers, because chances are they’re interacting with competitors as well. Once you’ve gathered the data on your competitors, one of the most effective ways to use it is to figure out where there might be voids in their services that your business can fill.
- Be familiar with any existing social media presence. If you’re hired to run a company’s social media accounts, it’s critical you know about any previous social media postings, accounts, and experiments. By understanding what your client has already tried, you’re better equipped to take them where they need to go in the future.
- Don’t forget to pull your data. Before your new implemented strategies go underway, it’s important to collect a baseline of how it was before, so that you have something to measure against in the future. For example, if you take inventory of how many views you’re getting on Instagram Stories before the new strategy is in effect, you can see if the new ideas are improving these numbers or not. It’s important to keep a close eye on what is affecting your growth (positively or negatively) so that you know when you’re on the right track or when you need to try something new so your business can keep growing.
- Develop your strategy based on your findings. Define what your content will be, what platforms it will be distributed on, and how it will vary between platforms. Figure out smaller details at this stage too, like your client’s tone and voice on social media (either what it currently is or what it should be), along with design and style elements. Always be sure you’re staying true to your company or client’s brand by consulting with existing materials like mission statements, guides, or brand books.
Finally, take a look at HubSpot’s free Marketing proposal template (useful for both PDF & Word) to get you started creating a comprehensive social media consulting proposal.
Let Data Drive Your Social Media Strategy
Social media marketing statistics can show you the state of the business world today, where it might be going, and how you can ensure your business is continuously meeting customers where they want to be met. Use these statistics to your advantage to help you understand what you need to do to effectively use social media for your business today.
Editor’s Note: This blog post was originally published in August 2019, but was updated for comprehensiveness and freshness.
MARKETING
AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
Dig deeper: 3 ways email marketers should actually use AI
The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
Dig deeper: AI ad spending has skyrocketed this year
As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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MARKETING
Mastering The Laws of Marketing in Madness


Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.


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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.


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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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