Trade associations, professional societies and other nonprofit organizations on both sides of the Atlantic increased their use of photo and video sharing platforms significantly over the past year.
Instagram usage by U.S. organizations rose by half (29% up from 19%) and YouTube usage increased by 9 percentage points from 64% to 73% over the previous year. While EU organizations have been slower to adopt visual media sharing channels, YouTube usage was up by a third (52% up from 40%) and Instagram showed a seven-fold increase (from 1% to 7%).
Organizations are increasing their use of paid digital such as Google ads and sponsored posts on Facebook and Twitter, with U.S. groups leading the way. More than one-third (36%) of U.S. associations are promoting their organizations through paid media, compared with only one-fifth (21%) of organizations participating in the survey in the EU.