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Five brands that got social media right in 2015

From Lexus offering 100 different ads on Facebook to Clash of Clans’ video storytelling, here are some of the best social media campaigns from 2015

It was the year social media marketing finally started to grow up. In 2015 advertisers began switching serious percentages of their total media investment into channels such as Facebook, YouTube and Twitter, and alongside that came a new degree of scrutiny and best practice. By the end of the third quarter, Facebook’s advertising revenue had jumped 45% year on year to $4.3bn , while Twitter’s was up 60% to $513m (which confusingly still disappointed investors).

It is, however, a hollow victory for many early social evangelists – the shift hasn’t happened because senior marketers finally bought into a new world of conversation and “engagement”, but because social platforms started to show they could play by the rules of traditional advertising. Facebook went so far as to launch a TRP tool to sell its reach in the same way as TV, and just about every platform you could name went heavy on video, an inherently passive and one-way format.

Related: The golden days of free, mass social media reach never really existed

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Read full article on theguardian.com