According to Digiday's surveys, 94% of brand, retailer, and agency professionals reported using social media for marketing, consistent with earlier findings.
The survey revealed that 76% of marketers allocate the highest portion of their budgets to social media channels, showing an increase from 72%.
Instagram ranked as the top social platform among marketers, with 97% usage reported, followed closely by Facebook at 89% and TikTok at 86%.
Confidence in social media's effectiveness is rising, with 73% of marketers believing it is the most impactful marketing channel, up from 67% earlier this year.
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