Social Media’s Rise to Dominance: Marketing Budgets Shift, ROI Scrutiny Intensifies
CHICAGO –– In a rapidly evolving digital landscape, social media has cemented its position as a critical driver of business value, influencing every stage of the customer journey, from initial awareness to post-purchase loyalty. A new study by Sprout Social, a leading social media management software provider, reveals a significant shift in marketing budgets, with resources being reallocated from traditional channels to social media platforms. The 2025 Impact of Social Media Report, based on a survey of 1,200 marketing leaders globally, highlights social media’s effectiveness in driving customer acquisition, loyalty, and revenue generation. This shift underscores the growing recognition of social media’s power to connect with audiences, build relationships, and achieve tangible business outcomes.
The report reveals that an overwhelming 80% of marketing leaders plan to divert funds from other marketing channels to social media, further emphasizing the platform’s rising importance. This investment spans various facets of social media marketing, including paid social, influencer marketing, and organic social strategies. A significant 87% of leaders intend to boost their paid social spend, indicating a growing confidence in targeted advertising on these platforms. Similarly, over 80% plan to increase investment in influencer marketing and organic social initiatives, recognizing the potential of authentic content and influencer collaborations to engage audiences and drive brand advocacy. This budgetary realignment demonstrates a clear commitment to leveraging the multifaceted nature of social media to achieve business objectives.
While investment in social media marketing surges, so does the pressure to demonstrate tangible returns on investment (ROI). Despite the increasing budgets, a notable gap exists between marketing leaders’ confidence in social media’s overall effectiveness and their teams’ ability to directly link social media activities to broader business outcomes. Less than half (44%) of marketing leaders consider their social media teams to be “expert” at measuring business impact, often attributing this shortcoming to a lack of sophisticated reporting tools and methodologies. This discrepancy highlights the need for enhanced data analysis and reporting capabilities to accurately assess the contribution of social media to overall business success.
The research indicates a disparity between the metrics used by social media teams and those desired by marketing leaders. While teams frequently rely on engagement and conversion rates to gauge success, leaders emphasize the importance of revenue and efficiency metrics to demonstrate ROI. This misalignment underscores the need for a more strategic approach to social media measurement, focusing on metrics that directly correlate with business objectives. Sprout Social CMO, Scott Morris, emphasizes the growing significance of data literacy within social media teams to effectively harness insights and demonstrate tangible impact across the organization. He highlights social media’s unique ability to deliver personalized experiences, gather real-time customer behavior data, and optimize campaign performance, emphasizing the need for robust analytics to fully leverage these capabilities.
The report also sheds light on the evolving role of social media in search behavior, particularly among Gen Z, who increasingly turn to social platforms as their primary search engine. Recognizing this shift, 81% of marketing leaders are reallocating funds from traditional SEO to social-specific tactics. Over half of the surveyed brands have already implemented social media search engine optimization (SOSEO) strategies, while another 43% are actively experimenting in this area. This rapid adoption of SOSEO underscores the growing importance of optimizing social media content for discoverability and leveraging social platforms as effective search channels. The demand for SOSEO specialists has surged, becoming the top hiring priority for marketing leaders, reflecting the strategic importance of this emerging field.
Beyond SOSEO, the report delves into the effectiveness of various social media platforms, revealing platform preferences based on target audience. While Facebook, YouTube, and TikTok emerge as the top platforms for overall business impact, B2B brands favor LinkedIn, while B2C brands prioritize Facebook. This distinction emphasizes the need for tailored platform strategies based on specific business goals and target demographics. The report also underscores the crucial link between data analysis and strategic decision-making, highlighting that teams proficient in measuring social media impact are also more adept at driving business outcomes. This correlation reinforces the importance of data-driven strategies in maximizing the effectiveness of social media marketing. Finally, the research reveals a disconnect between marketing leaders and social media managers regarding content volume, with leaders often favoring higher posting frequency despite evidence suggesting that quality over quantity leads to greater engagement. This highlights the need for data-backed content strategies that prioritize engagement and relevance over sheer volume.
