‘It’s So Meh’: One In Four Social Users Ignore Brands

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By Adam R Jacobson
RBR + TVBR


It’s no secret that the popularity of social media platforms such as Instagram and Snapchat has soared in the last two years.

According to a new study of more than 70,000 consumers from Kantar TNS, some 34% of U.S. internet users are now on Snapchat, a surge from 19% of domestic internet users polled two years ago. Instagram has also seen a big surge in usage, with some 43% of U.S. internet users possessing an account, up from 29% in 2014.

That doesn’t mean advertisers have been successful in using these social media platforms as a successful way to connect their brands to consumers.


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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.