Brands’ platform priorities start to shift: report

More brands are confident in using LinkedIn, WhatsApp, and Instagram.

A Hootsuite study found that brands are confident that social media platforms generate a positive return on investment in their companies, with LinkedIn being the top platform.

Seven in 10 brands said they are confident on ROI from LinkedIn whilst 30% said they are not.

This was followed by Instagram (68%), Whatsapp (66%), and Facebook or Meta (62%).

Hootsuite explained that before, brands felt iffy about how a platform was contributing to their business goals but did not do much about it.

“Social marketers would overextend themselves trying to do everything, everywhere, all at once, and drain time, money, and resources while they were at it. This was all too common, and yet, nothing would ever change,” read the report.

Now, Hootsuite said brands are staying away from this practise, instead, brands are acknowledging gaps and taking steps to solve them. 

The report is based on a commercial poll of 4,281 marketers and a consumer survey of 4,508 consumers that was conducted in August 2023. The respondents were from 118 markets, with the most common being from the US (n = 2,709), Canada (n = 377), the UK (n = 267), India (n = 114), and Australia (n = 67).

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

Amazon expands employee assistance programme to children
This allows children of its Singapore employees to seek mental health support for free.
Australian consumers trust in purpose-driven brands
Bunnings is the most trusted brand for customer experience excellence in Australia 2020-2023.
FairPrice to offer discount offsetting GST raise
The discount will be implemented on national brands and house-brand groceries.


ZALORA seizes opportunity in revenge tourists’ purchasing power
The e-commerce platform added more travel-related items catering to the rise in travel searches from customers.
Why retailers should pick up the pace of AI adoption
Analysts said they will run the risk of lagging in the market and suffering higher costs.
Persistent habits, digitalisation drive continuous e-commerce growth in APAC
Euromonitor reports that e-commerce operators dominated its Top 10 Fastest-Growing Retailers list in the region.
F&B success seen in Family Mart Indonesia stores
Fast food and drinks rival grocery sales, averaging 50% of transactions in each store.