Advertising agencies are now turning to Instagram more frequently than Twitter for social media ad campaigns, a survey has shown. Two-thirds said they were most likely to use the photo-sharing app, compared with just over half who said they would use Twitter. Facebook dominated, with almost all advertisers saying they were likely to use it. The findings are another blow for the micro-blogging site which has been struggling to win new users and turn a profit amid management upheavals.
We’re seeing almost all of our clients shifting if not all of their budgets, then most of their budgets from Twitter to Instagram
Chris Gilbert, senior social strategist at digital agency Kettle
The findings come from a survey among dozens of advertising agencies by Strata, a unit of Comcast. Twitter rejected the results, pointing to a 2015 study showing 37% of advertisers intended to buy ads on Twitter, compared with 28% on Facebook-owned Instagram. However, the site was rocked earlier this month by reports that more people were using Snapchat than Twitter. And earlier this week, it announced consumer product boss Jeff Seibert was being moved from his role - the fourth to depart since September 2014.
The data presented in this survey couldn’t be farther from the truth. We have close relationships with our agency clients and continue to hear that Twitter offers the most powerful creative canvas.