12 Key Findings From The 2020 Sprout Social Index

I love a good research survey and the 2020 Sprout Social Index is packed full of insights for social media marketers. I’ve delved into the report to highlight 12 key findings worth noting.

With the insights from this report, marketers can do more than achieve their goals — they can transform social into a significant growth engine for their brands. — Sprout Social

12 Key Findings

1. Brand awareness is the #1 top goal for social media

Brand awareness remains a top priority with 69 percent of social marketers citing brand awareness as their number one goal for social media.

2. How marketers use social data

Fifty-six percent of social marketers use social data primarily for understanding their target audiences and 49% use data to inform their creative content. Surprisingly, only 23% of social marketers use social data to measure ROI and less than one-fifth use data for competitive insights.

3. Social marketers’ greatest challenges

Using social data to understand consumers can help social marketers solve their biggest challenge: identifying and reaching their target audience. Social marketers also struggle to measure ROI and support overall business goals — but social data can help. Using data from social, marketers can directly track the impact a social campaign has on consumer purchases and even glean aggregate consumer insights that are beneficial to teams like product development and sales.

4. 68%of consumers and 74% of marketers plan to use Facebook more in the coming year

The majority of both social marketers (74%) and consumers (68%) said they planned to use Facebook more in the coming year; additionally, 53% of social marketers…