Public Relations & Social Marketing Insight

Thanks to heavy promotion by top platforms like Facebook, YouTube, Twitter and Snapchat, spending on social video ads has experienced a surge in many markets around the world. But according to a new analysis, advertiser investments in this rapidly growing format have hit a temporary rough spot.

According to a forecast examining social video’s share of ad spending among advertisers worldwide between Q1 2016 and Q1 2017 by online advertising firm Kenshoo, investment in the format appears to have hit a plateau. While social video ad spending share saw continuous increases between Q1 and Q4 of 2016, Kenshoo noted there was a slight decline during the first quarter of this year on its platform.

However, because of the ongoing push by many social ad platforms to encourage more video spending, the slowdown does not seem likely to be cause for concern. Instead, it’s probably just a temporary roadblock on the path toward further growth....