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Marketers Keep Saying They’re Going to Up Their YouTube Efforts, But Adoption Isn’t Moving

by MarketingCharts staff
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Nevertheless, YouTube is one of the top 5 platforms in use this year, ahead of Google+ (42%) and Pinterest (41%), but remaining behind the ubiquitous Facebook (92%), as well as Twitter (80%), LinkedIn (70%), and blogging (70%).

After YouTube (and keeping in mind that expected activity doesn’t necessarily translate to real behavior), a significant proportion of marketers plan to increase their Facebook (66%), blogging (66%), LinkedIn (65%) and Twitter (64%) activities. Blogging and LinkedIn are particularly in favor among B2B respondents, with 71% and 78%, respectively, planning to increase their activities on these platforms.

Interestingly, the report notes that while only 5% of marketers are currently using podcasting, 24% plan to increase their efforts in this area this year.

The study also reveals some other interesting nuggets about which platforms are – and are not – in vogue among marketers:

  • Use of social bookmarking sites has plummeted from 26% of respondents in 2011 to just 10% this year;
  • Forums (24% in 2011; 16% this year) and geo-location services such as Foursquare (17% in 2011; 11% this year) are also in decline;
  • Respondents with more than 5 years of experience are far more likely to use LinkedIn than the average respondent (92% vs. 70%);
  • Marketers spending more than 40 hours a week on social media are more heavily focused on Pinterest, Google+, Instagram, and YouTube than those spending less than 6 hours a week on social media marketing;
  • B2C marketers have adopted Facebook at a greater rate than B2B marketers, while the opposite is true when it comes to LinkedIn;
  • Although Facebook is the most important social platform to a strong majority (67%) of B2C marketers, Facebook and LinkedIn are tied among B2B marketers, at 29% each;
  • 67% of marketers plan to increase their Twitter activities, but that’s down from 69% last year and 73% in 2011;
  • Younger marketers are much more likely to use photo sharing sites such as Instagram than their older counterparts; and
  • 80% of marketers have no plans to daily deal sites, such as Groupon or LivingSocial, in the near future.

About the Data: The data is based on responses from 3,025 participants. 56% primarily target consumers and 44% businesses. 72% of respondents are aged 30-59, and females represented 62% of the survey sample. 57% are based in the US, with the UK (9%) the next-most heavily represented country.