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Socialbakers-Brands-Use-of-Facebook-Ads-to-Boost-Post-Reach-Sept2013Roughly 8 in 10 marketers plan to increase their social media spending over the next 3 years, the majority of whom expect to hike their spending by upwards of 25%, according to survey results released by Socialbakers. Facebook is easily the most attractive option: 51% of respondents indicate that they prefer to advertise on the platform, with far fewer preferring YouTube (22%), Twitter (19%) and LinkedIn (14%). The study also finds that a large portion of Facebook ad dollars are being spent on content promotion, and that a majority of brands are using Facebook ads to boost the reach of select posts.

Specifically, 61% of respondents indicated that more than 25% of their Facebook advertising budgets are being spent on promoting content, with 37% spending more than half of their budgets this way.

Recent algorithm changes made by Facebook to its newsfeed will give more importance to posts with the highest fan engagement. (For reference, within the US, the average post engagement rate in August was just 0.25%, according to separate data from Socialbakers.) Given those changes, the researchers believe that brands should avoid boosting underperforming posts and instead focus on expanding the reach of their best content. That appears to be the strategy for respondents to the Socialbakers survey: asked whether they’re using Facebook ads to boost post reach, 61% said that they boost selected posts, compared to just 6% boosting the majority of their posts.

About the Data: The Socialbakers survey was conducted from August 26-September 2 among 1,137 marketers.

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