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The rapid pace of social innovation has made social platforms more difficult for brands to crack. L2 analysis reveals that changes to Instagram's algorithm have started to reduce organic engagement, while evidence of ad fatigue exists on Facebook. Additionally, brands must contend with the key question: how can social be more than a top-of-the-funnel awareness driver and impact consumers at all points along the traditional purchase funnel? L2's Social Platforms report addresses this question, evaluating the approach and performance of 427 consumer brands across eight social platforms in the US, Europe, Japan, Korea, and China.