Why marketers are spending less on social media in the AI era

Social media marketing decline: Recent data from a bi-annual poll of U.S. marketing leaders reveals that social media investments have hit their lowest point in seven years, marking a significant shift in marketing strategies.

• The June 2020 pandemic-induced surge in social media spending, which reached 23% of marketing budgets, has given way to a notable decline.
• By 2022, digital marketing accounted for 57% of overall marketing spending, reflecting a rapid digitization of marketing strategies.
• The adoption of marketing technology (Martech) and AI-generated content has further accelerated the integration of digital approaches into business models.

Factors behind the decline: Several key factors appear to be contributing to the decreased investment in social media marketing, challenging its previously dominant position in digital strategies.

• Lack of strategy fit: Many marketers are reassessing how well social media aligns with their overall marketing objectives and brand positioning.
• Weak returns: The difficulty in measuring and demonstrating concrete ROI from social media campaigns has led to skepticism about its effectiveness.
• Competition from retail media: The rise of retail media networks, offering more targeted advertising opportunities, has diverted some spending away from traditional social platforms.

Implications for marketers: Despite the current decline, social media’s immediacy and pervasiveness still offer valuable opportunities for marketers willing to refine their approach.

• Marketers are advised to reevaluate their social media strategies to ensure better alignment with overall marketing goals and brand identity.
• Improved measurement and attribution models are needed to better quantify the impact of social media campaigns on business outcomes.
• Exploring the integration of generative AI in social media marketing could potentially enhance content creation and engagement strategies.

The evolving digital landscape: The shift away from social media spending reflects broader changes in the digital marketing ecosystem and consumer behavior.

• The pandemic-driven surge in digital adoption has led to a more nuanced understanding of various digital channels’ strengths and limitations.
• Marketers are becoming more discerning in their channel selection, prioritizing those that offer the best fit for their specific objectives and target audiences.
• The rise of retail media networks highlights a trend towards more targeted, purchase-intent focused advertising strategies.

Adapting to new realities: To continue benefiting from social media’s unique advantages, marketers need to adapt their strategies to address current challenges and leverage emerging technologies.

• Developing a more integrated approach that combines social media with other digital and traditional marketing channels could lead to more effective overall strategies.
• Investing in advanced analytics and attribution models can help marketers better understand and demonstrate the value of their social media efforts.
• Exploring innovative uses of social platforms, such as social commerce and influencer partnerships, may unlock new sources of value.

The role of AI in social media marketing: As generative AI technologies continue to advance, they offer new possibilities for enhancing social media marketing effectiveness.

• AI tools can help marketers produce more engaging and personalized content at scale.
• Predictive analytics powered by AI can improve targeting and optimization of social media campaigns.
• Chatbots and AI-driven customer service tools can enhance social media-based customer interactions and support.

Looking ahead: While the current decline in social media marketing spending represents a significant shift, it also presents an opportunity for marketers to reassess and refine their digital strategies.

• The evolving digital landscape will likely lead to a more balanced and integrated approach to marketing, with social media playing a more strategic role.
• As measurement techniques improve and new technologies emerge, the perceived value and effectiveness of social media marketing may rebound.
• Marketers who can successfully adapt to these changes and leverage new tools and insights will be better positioned to harness the full potential of social media in their overall marketing mix.