Social Media Use and Ad Budgets on Rise

Posted on 12/29/2009 by Julia Dudnik Stern | Printable Version | Comments (1)

Despite the general state of the economy, falling advertising budgets and continued debate over the marketing usefulness of social media, budgets allocated to social media in 2010 are bucking the downward trend. For the stock industry, the channel holds dual interest: it is becoming an important collective user of imagery and video, and an equally important marketing resource.

November data from Trendstream and Lightspeed Research shows that close to 80 million people (over 42% of all Internet users) uploaded photos to the Internet, and over 15% upload video. While most of this visual content is personal—such as profile headshots of family imagery—a lot of it is not.

Consider that about 13% of this particular survey’s respondents (an estimated 17.4 million U.S. Internet users) manage their own blog—and this survey dealt with the general public, not the subset of blogs that exist specifically for the purposes of marketing. Technorati has indexed 133 million blogs since 2002; its latest statistics say that the world generates an average of 900,000 blog posts every 24 hours.

There are still no statistics as to how many of these posts are accompanied by pictures or what percentage of these originated from sources other than the post’s author. However, given the extraordinarily large size of the whole, even a very small market share can amount to very significant dollars.

Projected 2010 Social Media Marketing Budgets

Furthermore, online image uses are likely to continue rising alongside rising advertising budgets. MarketingSherpa’s 2010 Social Media Marketing Benchmark Report predicts that social marketing activities will benefit from significant budget increases in all industries. Researchers found that in the current economic climate, budgets for social media are growing at the expense of other marketing tactics—for example, by shifting print ad dollars online, where activities are more measurable.

MarketingSherpa’s findings underscore than social-media marketing is a labor-intensive activity. Marketers plan to spend 60% of their budgets on salaries, covering staffers blogging and other content-generating activities. However, an average 20% of the social-media budget will go outside the organization to agencies, consultancies and other service providers—showing there is an actual allocation for expenses such as licensing imagery.

Copyright © 2009 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


  • Robert Dahl Posted Dec 29, 2009
    I tried Facebook advertising for several months, limited to graphic designers with college degrees who are fans of Adobe products. After a million impressions, about 1200 clicks, and $500, I had zero trackable sales. Just my 2¢.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff