Agencies and brands alike continue to put marketing spend toward Facebook. But, according to a Digiday+ Research survey of 138 agency and brand professionals, the buy side’s confidence in Facebook as a marketing channel is trending downward — more so for brands than agencies. Digiday’s survey found that Facebook is the top marketing channel among agencies. Ninety-three percent of agency pros said at least a little of their clients’ marketing budgets goes toward Facebook (which tied with its Meta sibling Instagram). However, Facebook is second to Google when it comes to spending big. Forty-seven percent of agency pros said their clients spend a large or very large portion of their marketing budgets on Google, compared with 40% who said so of Facebook. The story looks a bit different for brands. Eighty-five percent of brand pros said they spend at least a little of their marketing budgets on Facebook, putting it in third place for brands, after Google and online display ads and tied with Instagram. Facebook came in third place among brands who spend big on the channel as well. More than a quarter of brand respondents (27%) said they spend a large or very large portion of their marketing
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