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A survey of 1,003 marketers shows which social-media platforms they want to use more of in 2020 and it reveals a weakness for TikTok

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  • Both marketers and consumers plan to lean into Facebook in 2020, according to a new report from the social-media analytics platform Sprout Social. 
  • About three out of four (74%) of the 1,003 US-based marketers who responded to Sprout Social's survey said they wanted to use Facebook more this year.
  • 68% of marketers said they wanted to invest more time in Instagram. Roughly half of respondents said they wanted to be on Twitter (53%) and YouTube (52%) more in 2020. 
  • Marketers were also interested in testing out live video and Instagram "Stories" as consumers spend more time engaging with livestreams and real-time content. 
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Marketers want to lean into Facebook in 2020, according to a new report from the social-media analytics platform Sprout Social. 

About three out of four (74%) of the 1,003 US-based industry professionals who responded to Sprout Social's survey said they wanted to use Facebook more this year. In second place among the platforms was another Facebook-owned property, as 68% of respondents said they wanted to use Instagram more. And roughly half of marketers said they would lean into Twitter (53%) and YouTube (52%) in 2020. 

For its report, Sprout Social worked with the survey company Lucid to connect with marketers and consumers during the week of February 28 to March 4. Its survey results reflect market sentiment just before many US consumers began sheltering in place due to the coronavirus pandemic.

The social-media landscape has changed dramatically since then, with engagement rising across all social platforms and an increased interest in formats like livestreaming, which some brands have recently been dipping their toes into as a new marketing channel.

Respondents leaned heavily into apps owned by Facebook and Google, which together own five of the ten social platforms included in Sprout Social's survey on 2020 marketer adoption. (Some analysts have also recently predicted that the ad duopoly's control over the social-media ad market will increase in the coming weeks as more brands turn to the performance and data-driven style of marketing that the two platforms are leaders in.)

In its report, Sprout Social noted that 56% of marketers said they planned to test out live video in 2020 and 48% were interested in using "Stories," a feature on Instagram in which a user can post a photo or video update that disappears in 24 hours. Instagram influencers have reported a bump in views of both "Stories" and "Lives" in recent weeks as at-home consumers spend more time on social media. 

Newcomer TikTok was fairly low on the list of platforms marketers plan to adopt this year, with just 22% of respondents saying they wanted to use the app more. TikTok's user base is growing quickly — it set an app download record last quarter — but the platform has yet to release a scaled ad product offering for brands to reach potential customers.

"I put Snapchat and TikTok almost into the same bucket," Paul Marobella, chairman and CEO of Havas Creative North America, told Business Insider in April. "To get real investment from a brand like Coca-Cola, you have to provide metrics and analytics. They're not going to invest deeply in the platform unless they understand what's happening with their content."

Surveyed marketers and social-media users were generally in alignment in terms of the social platforms they aimed to use more this year. 68% of the 1,028 consumers surveyed by Lucid and Sprout Social said they planned to use Facebook more in 2020. 50% pointed to Instagram as a focus area, while 59% mentioned YouTube as a platform they want to engage more on.

Marketers and consumers who responded to the survey diverged the most on their interest in Twitter and LinkedIn, where fewer consumers said they intended to invest more time this year.

Age also played a role in platform preference among consumers. Facebook came in first among millennials and older survey respondents, while Instagram and YouTube were the top platforms among surveyed Gen-Z users. 

Here's the full breakdown of the platforms that marketers and consumers want to use more of this year, according to Sprout Social's survey: 

2020 SproutSocial Index Chart 4

  • Facebook: 
    • Marketers: 74% of marketers surveyed by Sprout Social plan to use Facebook more this year.
    • Consumers: 68% of surveyed consumers plan to use Facebook more this year.
  • Instagram: 
    • Marketers: 68% of surveyed marketers plan to use Instagram more this year. 
    • Consumers: 50% of surveyed consumers plan to use Instagram more this year. 
  • Twitter:
    • Marketers: 53% of surveyed marketers plan to use Twitter more this year. 
    • Consumers: 34% of surveyed consumers plan to use Twitter more this year.
  • YouTube:
    • Marketers: 52% of surveyed marketers plan to use YouTube more this year. 
    • Consumers: 59% of surveyed consumers plan to use YouTube more this year.
  • Facebook Messenger: 
    • Marketers: 39% of surveyed marketers plan to use Messenger more this year. 
    • Consumers: 45% of surveyed consumers plan to use Messenger more this year. 
  • LinkedIn:
    • Marketers: 39% of surveyed marketers plan to use LinkedIn more this year. 
    • Consumers: 18% of surveyed consumers plan to use LinkedIn more this year.
  • Snapchat: 
    • Marketers: 32% of surveyed marketers plan to use Snapchat more this year. 
    • Consumers: 29% of surveyed consumers plan to use Snapchat more this year.
  • Pinterest: 
    • Marketers: 25% of surveyed marketers plan to use Pinterest more this year. 
    • Consumers: 29% of surveyed consumers plan to use Pinterest more this year.
  • WhatsApp:
    • Marketers: 23% of surveyed marketers plan to use WhatsApp more this year. 
    • Consumers: 14% of surveyed consumers plan to use WhatsApp more this year.
  • TikTok:
    • Marketers: 22% of surveyed marketers plan to use TikTok more this year. 
    • Consumers: 17% of surveyed consumers plan to use TikTok more this year.

For more information on how social-media behaviors have shifted during the coronavirus pandemic, read these Business Insider Prime posts: 

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