"Key stat: Social media tops the priority list for 84% of US digital media professionals, outpacing influencer marketing (61%) by 23 percentage points, according to an October survey from Integral Ad Science and YouGov. Beyond the chart: The dollars are following the priorities. Social media ad spending is expected to grow 15.6% this year and reach $124.88 billion, according to EMARKETER's December 2025 forecast."
"Meanwhile, B2B marketers are doubling down. Sixty percent plan to increase investments in both social media advertising and AI tools, according to November 2024 data from Madison Logic and The Harris Poll. Use this chart: Show this to leadership when justifying social-first budget allocations. Use it to benchmark your team's channel mix against industry priorities. If you're underweight on social relative to search or gaming, you're aligned with the field."
Social media ranks as the top priority for 84% of US digital media professionals, exceeding influencer marketing (61%) by 23 percentage points per an October survey from Integral Ad Science and YouGov. Social media ad spending is forecast to grow 15.6% this year and reach $124.88 billion according to EMARKETER's December 2025 forecast. Sixty percent of B2B marketers plan to increase investments in social media advertising and AI tools based on November 2024 data from Madison Logic and The Harris Poll. The chart can justify social-first budget allocations and benchmark channel mix; being underweight on social relative to search or gaming aligns with industry priorities. Methodology: Data is from the December 2025 Integral Ad Science and YouGov "The 2026 Industry Pulse Report," surveying 290 US digital media professionals who use programmatic advertising during October 2025.
Read at EMARKETER
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