Leading marketing channels according to decision-makers worldwide 2024

During a 2024 survey among marketing decision-makers worldwide, approximately 91 percent of respondents reported using social media as a marketing channel. Websites and apps recorded the same share. Digital advertisements and email marketing followed closely, each selected by 90 percent of the interviewees. Around 80 percent used direct mail and print ads.

Social media's relevance for content marketing

Another 2024 study revealed the most-used social media platforms among global content marketers, with X, Facebook, and LinkedIn emerging as the leading solutions. According to the same survey, however, Facebook, Instagram, and YouTube were the world's top social media for organically sharing marketing content, as over 60 percent of responding decision-makers selected those three platforms.

Top social media ad markets

While the United States usually enjoys a remarkable advantage in the ad business compared to other economies, it barely surpassed China in the global ranking of countries by social media advertising spending. The U.S. expenditure reached approximately 72.3 billion U.S. dollars, whereas China's stood at nearly 71.4 billion.