Facebook currently gives U.S. ad buyers the highest social ROI (60%) out of the four main social networks. Behind Facebook are LinkedIn with 25%, Google+ with 10%, and Twitter with only 5%.
Travel advertisers’ paid social media budgets are slowly increasing despite several advertisers’ concerns that the returns don’t match those of paid search.
Paid social media spend is estimated to now account for between 5 percent and 10 percent of most travel companies’ digital budgets, according to eMarketer’s new report “The US Travel Industry 2014: Digital Ad Spending Forecast and Trends.”
Advertisers are now aware that meeting consumers where they are online means bumping ad spend on social media sites. And the investment is being met with an increase in shares of branded travel content on social sites.
According to social sharing company Gigya in the fourth-quarter of 2013, 61 percent of users shared brand content from travel sites on Facebook, 17 percent shared content on Pinterest and 14 percent shared content on Twitter.
Read more from the source: Skift