Social media marketing growth has slowed. New research has found that growth in the percentage of companies using social media for marketing has reached a plateau after years of double-digit growth.
As it currently stands, 88 percent of companies with at least 100 employees will use social media and social networks for marketing this year. That number is up from 57 percent in 2009, 72 percent in 2010 and 81 percent in 2011. Those years of growth, though, appear to be slowing as growth over the next year is projected at 3 percent meaning 91 percent of companies will use social media for marketing in 2013. Going into 2014, growth is projected to be 1 percent, the eMarketer report said.
Overall, the most popular social network for marketing is Facebook. Eighty-three percent of companies are expected to use Facebook this year for marketing while 53 percent of companies will use Twitter for marketing. YouTube is the least popular marketing network with just 36 percent of companies using the video site.
"YouTube will continue to trail other sites in its popularity among marketers, primarily because of its greater appeal to specific industries where video can do the most to show off products," the report said.
Twitter will make the biggest strides over the next two years as 64 percent of companies plan to use the network for marketing. That 9 percent growth just beats YouTube, which is expected to grow 7 percent by 2014. Facebook is expected to see 5 percent growth over the same time.
The information in the eMarketer report was based on an analysis of survey and tracking data from research firms. The research also pulled from industry trends and network adoption trends.