B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
80%
80% -- publisher paid social adoption rate for publishers tracked by Contalto (2024)
Over 80% of publishers tracked by Contalto actively use paid social media for branded content promotion.
- Represents publishers tracked by Contalto specifically
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2024
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Contalto
Primary
Tier B
https://www.contalto.com/post/the-anatomy-of-paid-social-posts ↗
Source Article
The Anatomy of Paid Social Posts
The Anatomy of Paid Social Posts
Definition
Contalto has been tracking paid social posts on Facebook and Instagram since July last year. Before getting into the numbers though, let's define paid social in the context of digital branded content.
What we're covering are paid posts using publishers' so…
Original Research
Contalto
· Original study ↗
Methodology
Contalto tracking of paid social posts on Facebook and Instagram since July 2023
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
publishers tracked by Contalto: 80% publisher paid social adoption rate. Source: Contalto (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/publishers-using-paid-social-branded-content
HTML Embed
<blockquote cite="https://lighthousedata.io/data/publishers-using-paid-social-branded-content" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- publisher paid social adoption rate for publishers tracked by Contalto<br><small>Source: Contalto (2024) · <a href="https://lighthousedata.io/data/publishers-using-paid-social-branded-content" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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