- Growing at a rate of 2:1 over other internet activity
- Second most trusted source of brand information
- Video growing at 50% year on year
- Video based marketing enjoys higher CTR
- Digital budgets grow while print, radio and TVC shrink
When discussing the costs and advantage of social media compared to other online strategies it is often about comparing apples to oranges. Social media is about engagement and consumer content, whereas paid search and display ads, SEO and SEM work differently. Making the argument for the benefit of social media can sound a bit esoteric when the bottom line is at stake.
However, if you engage in a results based discussion
- Search engine results
Prosperity Research has activated hundred's of social media campaigns and a summary of the finding shows a cost comparison against paid search and displays ads as:
Social medial campaigns average about US$ .12 per view/ click
Industry rates of .1% CTR for display US$ 1.25 per click
Average cost of key search term in 3-6 space US$ 1.00
In summary, our survey of campaigns based on apple to apple comparison of results show that social media costs can be significantly less than traditional forms of online marketing.