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  "documentTitle": "Engaging Black Audiences",
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      "kind": "callout",
      "text": "63% say they're more likely to evaluate a new brand based on a social media ad or content, compared with 58% overall.",
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      "text": "Weekly time spent with social media on a smartphone",
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      "text": "Weekly time spent: 8:49",
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      "text": "While marketers' move toward digital isn't new, it's being driven by growing usage and effectiveness. In our annual marketing study, 79% of global marketers view social media as extremely/very effective. And Black consumers seem to agree; 63% say they're more likely to evaluate a new brand based on a social media ad or content, compared with 58% overall. And several social platforms rank among the top five sources for recommendations and advertising to buy products in a recent survey.",
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      "text": "When we look deeper at how Black Americans spend their time on smartphones, they're spending the majority of it with social media—8 hours and 49 minutes a week. This follows trends among the wider U.S. population. However, Black adults of all ages spend more time than their peers with social media apps, with those 18-34 spending almost an hour more per week.",
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      "text": "Source: Nielsen Black Diaspora Study, powered by Toluna, 2023",
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      "text": "Source: Nielsen Audiences Measurement Data, Q2 2024",
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      "text": "Don't underestimate social media's impact",
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