Paid social media dominant during COVID-19

With audiences stuck at home and looking for digital entertainment, brand managers are turning to social media channels. Here’s why paying for your exposure could be worth the investment.

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Digital channels overnight have become the lifeblood of many organizations as they try to manage through the current crisis.

Social media’s dominance has continued for audiences stuck and home and looking for connection online—and because of the changes many platforms introduced in the last couple of years, paying to play could be a brand manager’s best option to join the conversation.

We recently caught up with P.K. Kannan, Ph.D., the Dean’s Chair in marketing science in the online MBA program at the University of Maryland, who shared some of his thoughts on the future of paid social against the backdrop of a global pandemic.

PR Daily: What does the future look like for Facebook Ads and other social media?

Kannan: Social media platforms are in the midst of a boom in their total daily users due to the coronavirus lockdowns and social distancing. Facebook (including Instagram) had a 9% increase in daily users, Twitter around 11% increase and Snapchat has experienced an increase of 20% over the last quarter daily user level.

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