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      "text": "Social media remains global marketers' most bankable channel, as 64% say it's their most effective paid channel.",
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      "text": "Percentages represent anticipated changes in social media spending over the next 12 months. Note: The data may not sum to 100% because the charts do not display data for 'not applicable', 'prefer not to say' and 'don't know'. Percentages below 3% not shown.",
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      "text": "Social media remains global marketers' most bankable channel, as 64% say it's their most effective paid channel. And many brands are finding success with social media, especially on platforms like TikTok and Instagram. The popularity of these channels and growing brand successes are influencing increased spend, as global marketers plan to boost their social media budgets more than any other channel over the next year. The global average, however, would be higher if it weren't for marketers in Europe, Middle East, and Africa (EMEA), as they intend to increase their spending less than marketers elsewhere. The planned spend across social media is also interesting, as the marketers we surveyed say they are not prioritizing engagement with Gen Z as a key business priority even though their primary increases focus on platforms like TikTok and Instagram.",
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