Social video is a top trend

Social video platforms are the future of social applications and TikTok has grown exponentially over the past few years. It now has over 1 billion users in over 150 countries worldwide. You can find your target audience here and TikTok can be a great medium for your marketing campaigns.



One of the consumer trends for advertisers this year is social video (63%). Short-form video marketing is also a strong driver of e-commerce spend. 

Advertisers see social as a key opportunity, with 49% saying they are excited about its potential for better creative and production tools, while 40% say ads are more effective. 

More than half cite performance-driven paid media as an important media investment, followed by measurement and attribution.

Investing in social media channels is an effective method of creating a strong brand

Social media has always been a viable app marketing strategy. Social media becomes one of the most popular media targets for app and mobile advertisers in 2023. For 52% of marketers, economic uncertainty is a key driver for increasing budgets for social media app advertising, with more than half looking to increase their ad spend on social channels. 

More organisations are starting to adopt social media in 2023 due to the uncertainty of the global economy. More advertisers plan to increase their ad spend on social channels than on other channels. Only video advertising and e-commerce investments come close.
While brand perception and brand awareness has always been integral, this trend seems to be increasing in 2023. 



We still believe that marketing professionals will face similar challenges such as lack of time or resources. However, social media is an exceptional tool for combating these challenges. Investing in social media channels, particularly Tik Tok, is an effective method of creating a strong brand.

Facebook and LinkedIn dominate the social landscape

Social app marketing has different objectives. Increasing brand awareness (81%) and engagement (60%) are the most important objectives for advertisers. About half of marketers (49%) also use social to acquire new customers. 

Social app marketing has different objectives. Increasing brand awareness (81%) and engagement (60%) are the most important objectives for advertisers. About half of marketers (49%) also use social to acquire new customers. 



Facebook (89%) and linkedin (87%) are the most common social channels used by marketers, followed by Instagram (84%), YouTube (67%) and Twitter (66%). The use of TikTok is also expanding rapidly (30% in 2022 compared to 16% in 2021). Some 47% of respondents said they plan to use TikTok for marketing in 2023.

This year, 71% of B2C organisations also plan to use online marketing, a 7% increase on the previous year. 



While there are many channels available to marketers, measuring the success of their campaigns can be difficult.

The survey found that engagement (80%), followers (65%) and website traffic (59%) are the top three media metrics for social advertisers. Only 17% of respondents track the ROI of social channels. 

Resource management and impact measurement are top challenges

When asked about the challenges of social media campaigns, 49% of respondents reported finding the time and resources to then measure the impact of their campaigns (46%). 

Given that brand awareness and engagement are the primary goals of social campaigns, it is not surprising that marketers are concerned about increasing their social followers (40%). Many companies are also struggling to prove the impact of social activity (33%), which is preventing further investment (27%).

Social media seems to have proven to be an important part of a company's communication stack.

TikTok Marketing——Getting users to find your app

The trick to being successful on TikTok is to make your content look like content, not a bunch of ads. Think about the giveaway campaigns you can run, the KOLs you can run, the content marketing you can do with video. 

TikTok is a social network, but it is a specific channel for content consumption. tikTok advertising can produce the same results as a branded campaign - keep a close eye on your search metrics after a live campaign. You may not see the actual CPI in the reported metrics.

Build Media Mix Model 

To get the most out of your mobile marketing efforts, you need to embrace media mix modeling (MMM). Media mix modelling (sometimes referred to as marketing mix modelling) is a data analysis technique that enables applied marketers to measure the impact of specific campaigns and more difficult-to-measure efforts, and to assess which factors contribute to success.

With this information, app marketers can optimise their mobile campaigns more effectively and ensure that their time and advertising dollars are not wasted on failed tactics. When you have countless efforts from various discovery channels all going on at the same time, how do you know what your ROI is on each? How do you decide how to wisely distribute your budget? Enter MMM. 

However, to build a valuable media mix model, you need to integrate as much data as possible.

Mobile marketers continue to face tracking issues in 2023 in light of Apple's privacy updates, and brand security issues are not being adequately addressed

Technological barriers have been a perennial issue for marketers in assessing the true impact of their campaigns over the past few years and will continue to be a challenge in 2023. 

When asked about the technological innovations that have had the most impact on advertising, measurement improvements came first (27 %) followed by improvements in campaign planning and execution (21%).



Marketers continue to be caught off guard by upcoming privacy challenges in app and mobile marketing (37%) and are concerned about the loss of third party data (32%) and their inability to accurately measure campaigns (32%).

Marketers seem to be becoming somewhat reactive when it comes to finding or helping to build measurement alternatives that protect privacy, making it a potentially major focus for ad tech companies in 2023.



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