Which Digital Platforms Are Marketers Prioritizing for Investment This Year?

Some digital platforms are likely to fare better than others when it comes to the investment plans of marketers around the world, according to results from The Marketers’ Toolkit 2023 [sample download page], a report from WARC. It’s not simply a matter of marketers prioritizing youth-oriented platforms or newer ones, either.

That said, it’s a familiar name that’s topping the charts for this coming year. Fully 76% of the 1,700+ marketing executives who responded to the survey said they expected to increase their investment in TikTok this year, while an additional 20% will keep it steady and just 4% plan to cut back. This makes TikTok the platform for which the largest share of respondents plan to up their investment, as it was last year. While US regulators are eyeing a ban on the app, about 1 in 5 adults in the US use it at least daily, including almost one-third (32%) of adults ages 18-44.

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