{"id":4372134,"date":"2022-12-14T14:39:34","date_gmt":"2022-12-14T12:39:34","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/social-platforms-the-secret-to-gaining-market-share\/"},"modified":"2025-12-08T13:38:46","modified_gmt":"2025-12-08T11:38:46","slug":"social-platforms-the-secret-to-gaining-market-share","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/social-platforms-the-secret-to-gaining-market-share\/","title":{"rendered":"Social platforms: the secret to gaining market share"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tSocial platforms: the secret to gaining market share\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tJamie Kenny\t\t
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\n\t\t\t\t\t14 December 2022\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tPredictions of the world edging towards a growth slowdown, or even the next global recession, have put pressure on businesses to save costs and create new revenue streams. And while clamping down on marketing spending may naturally feel like the right thing to do in times of uncertainty, we\u2019ve learned that hitting pause in times of crisis isn\u2019t a wise move.
Pulling back in times of crisis comes with a steep price to pay. Brands that went dark for six months during the COVID-19 outbreak are now facing a 39% reduction in brand awareness<\/a> and a delayed recovery in the post-pandemic world.\u00a0

This was the case for Coca-Cola<\/a>, which saw an 11% reduction in net revenues in 2020, giving PepsiCo the significant upper hand with a 5% net revenue growth. Similarly, during the 1991 recession, McDonald\u2019s dropped its advertising budget which Pizza Hut and Taco Bell took advantage of to grow sales by 61% and 40% respectively, while McDonald\u2019s sales declined 28%<\/a>.
History has a way of repeating itself, and brands that amp up marketing in coming months create the opportunity to grow market share as rivals succumb to the changing market.\u00a0

So as you\u2019re auditing your advertising strategy<\/a>, DEPT\u00ae recommends reviewing your use of social platforms. Assess the role social media currently plays into your overall marketing mix and whether above the line (ATL) investment would yield better results if diverted into digital channels. The ability to target audiences, measure results in real-time and pivot to optimise performance is an attractive proposition for businesses looking to make the most out of their marketing budget during the next economic turn.\u00a0

With a whopping 80% of UK and US consumers<\/a> increasing their social media usage over the past three years, a social-first marketing strategy provides boundless opportunities for brands to meet audiences where they are and develop brand-engaged consumers.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t