Social media is key to brand-building for 95% of global marketers: report

Singapore – Around 95% of global marketers view social media as an important channel for building brands, data from a new report from We Are Social shows.

The report notes that social media has evolved from a supporting marketing platform into a primary channel for reaching target audiences. Survey respondents cited its ability to drive emotional connection and cultural relevance, as well as its versatility across business functions. According to the findings, 30% of marketing professionals now rely on social media throughout the entire marketing funnel, from awareness to direct sales.

Social platforms are also increasingly being used for commerce. The report found that 63% of marketers are already engaged in social selling, while a further 17% said they plan to do so within the next year.

“The question isn’t whether to invest in social – it’s the world’s most powerful media ecosystem where brands can have a huge impact through the funnel. Instead we should be asking how to do it smartly, turning attention into measurable growth,” said Paul Greenwood, global head of research and insight at We Are Social.

The report also also outlined several trends expected to shape social media marketing in the year ahead, including a growing emphasis on personal perspectives and human experiences in contrast to an increasingly automated digital landscape. At the same time, the report flagged potential challenges such as stagnating usage, shrinking attention spans, and the rise of AI-generated content.