In 2020, in addition to the increases that experts plan to make in their budgets for proven digital channels such as Instagram, YouTube Y Google, they are also planning to do it in TikTok, according to a recent WARC study.
In the case of Instagram, for this year 68 percent of customers and agencies are expected to increase their budget, while for YouTube, 64 percent of the more than 800 participants are expected to increase their investment. Both intentions will show the focus on young consumers.
According to the WARC report if it's Google, 60 percent intend to increase their budget in this channel, while only 2 percent plan to reduce it.
Y if it's Facebook, the picture is more diverseWell, although 93 percent use this platform, 34 percent increase their investment while 20 percent decrease it.
The TikTok case
According to the study, 52 percent may recognize that their clients do not use TikTok, which is becoming the spouse of American teenagers, for example, but 33 percent of the participants may increase their budget on this platform in 2020, which means that more than two thirds of the agencies and marketers will be investing in this channel.
A sample of the good health that TikTok enjoys which, according to Sensor Tower, reached 175 million dollars of user spending of which 115 million were generated during the past year.
Those who descend
There are two platforms that seem not to have such positive intentions. The first is SnapChat, which has declined in user preferences and therefore the change in its budget is not positive. In fact, only 12 percent plan to increase it, while 18 percent cut it.
The other network that sees a similar situation is Twitter, which has a 17 percent increase in spending compared to a 19 percent decrease in investment in 2020.
Increase in Online Videos
81 percent of participants say they will increase their investment in online videos, including social media. In addition, 68 percent increase spending on mobile. A trend that shows the change with respect to the traditional media that according to a study by Kantar, will decrease in spending, being the most affected the print (-51 percent), television (-17 percent), cinema (-5 percent) and radio (-2 percent).