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US Social Media Outlook 2023

US Social Media Outlook 2023

Social Media Platforms

The Social Media Marketing landscape is constantly evolving and here are some great statistics for the last year, as well as future projections for the new year.

In 2023, the social platforms will attempt to heal from last year’s external challenges and self-inflicted wounds. It won’t be easy, but as they do, they’ll create new opportunities for marketers. Meanwhile, as government regulation on TikTok looms, a crop of new social apps is waiting in the sidelines.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How will the rise of BeReal and other Gen Z-focused apps impact TikTok, Facebook, Instagram, and Snapchat?
  2. Will the rallying cry to ban TikTok continue into 2023?
  3. What platforms will benefit from Twitter’s user decline?

Most popular social networks worldwide as of January 2022, ranked by number of monthly active users (in millions)

Most Popular Social Media Sites 2023

KEY STAT: In 2023, TikTok will become the third social network, along with Facebook and Instagram, to surpass 100 million monthly US users—provided US lawmakers or regulators don’t grind its growth to a standstill.

Key Points

  • The social landscape will become more fragmented. The turmoil at Meta and Twitter, combined with Gen Z’s growing influence on the social market, will carve out more space for up-and-coming apps to gain share in 2023.
  • TikTok’s biggest threat to growth isn’t competition from a new social app. It’s the US government.
  • In crisis and chaos lies opportunity. There will be more platforms and tactics to reach US social users than ever before.

Behind the Numbers

Our worldwide social network user estimates are updated on a biannual basis to continually incorporate the latest changes and developments in consumers’ digital media consumption and technology adoption.

Our US forecast is based on the analysis of 9,203 metrics from 363 sources, including figures reported by social networks and research firms, along with demographic-specific and historical trends. We also consider various factors in social network adoption, such as local economic, political, and technological influences that affect consumption, communication, and social behaviors. Any duplicate, fake, or business accounts on social networks are not counted toward user estimates.

Our methodology incorporates ongoing qualitative trends and changes in major company initiatives, partnerships, and innovations to deliver an estimate of how social network adoption is expected to develop. All of our estimates take into account the effects of the coronavirus pandemic.

2023 Will Be a Year of Change and Opportunity

2022 was a year of crisis for social media in the US, but 2023 will be a year of recovery and new beginnings. The social audience remains massive: This year, for the first time, roughly two-thirds of the US population will use a social network at least monthly, per our estimates. But the landscape will become increasingly fragmented, driven both by Gen Z and turmoil at the established social platforms.

Gen Z will make up almost one-quarter of US social users. In another first, there will be more Gen Z than Gen X monthly social users in the US in 2023. To put it another way, there are now almost 20 million more US Gen Z social users than there were in 2018, when ByteDance merged Musical.ly with TikTok and the app started to take off in the US. As Gen Z grows up (the oldest members will turn 26 this year), their social media preferences and habits will transform the US social landscape.

Percentage of Adults in the United States Who Use Social Media

Active Social Media Users In USA 2023

Meta needs Instagram more than ever. Facebook is still far and away the top social network in the US, but it’s no secret that young users are eschewing the platform. The mounting losses among users ages 12 to 34, combined with marginal growth in older age groups, will keep Facebook’s growth in the red in 2023. Older Gen Zers are sticking with Instagram as they age, but its troubles among teens will make it increasingly difficult for Instagram to pick up Facebook’s slack.

Leading Social Media Platform Sites 2023

TikTok’s future has never been more uncertain. TikTok is without question Gen Z’s favorite app, especially among teens: About 93% of US social users ages 12 to 17 will use it this year. But the investigation by the Committee on Foreign Investment in the US (CFIUS) continues to loom, and the movement to ban TikTok will pick up speed in 2023. Any measure to curtail TikTok’s growth would create more space for apps like BeReal to move in.

The continued chaos at Twitter will also cause shifts in the market. Twitter managed to stave off a user decline in 2022, but that won’t be the case this year. Twitter’s user losses will be mostly LinkedIn’s and Reddit’s gain, as Mastodon (an app similar to Twitter) is too complicated for mainstream users to use.

Advertisers will have more ways than ever to reach social audiences. Macroeconomic headwinds, the impact of Apple’s privacy-related challenges, and competition from retail media networks has caused us to make an unprecedented reduction in our US social ad spending forecast. But as those challenges continue, the social platforms will have a strong impetus to develop new ad formats and technologies—to the benefit of advertisers. Meanwhile, new apps will provide marketers with other avenues to reach users, such as organic and influencer marketing.

Social Media Ad Spend Projections (Billions)

Social Media Ad Spend Projections By Year (Billions)

And 2023’s breakout app may be one we haven’t even heard of yet. The wave of tech layoffs has created a wide network of unemployed talent with time—and resources—to develop “the next big thing.” Marketers should enter 2023 prepared for more change.TikTok Will Face Its Biggest Threat(s) Yet

For TikTok, 2023 will be a year of several major milestones. But that’s assuming the US government doesn’t halt the app’s growth in its tracks.

TikTok is the first true Gen Z app. Until TikTok’s meteoric rise during the pandemic, most people equated Gen Z with Snapchat—and for good reason: Over half (52%) of Snapchat’s US users will be Gen Zers in 2023. But TikTok will surpass Snapchat among teens ages 12 to 17 this year, and by 2024, more Gen Zers will use TikTok than Snapchat.

Note: It wasn’t until 2020 that Gen Z overtook millennials as Snapchat’s core audience, per our forecast. That’s because in 2011, when Snapchat launched, the oldest members of Gen Z were just 14 years old. The youngest members weren’t even born yet.

TikTok will surpass 100 million monthly users in 2023. To put that figure into perspective, TikTok’s US user base will be almost five times the population of Florida, the home state of Sen. Marco Rubio, who introduced legislation to ban TikTok in the US in December. The draft bill has garnered bipartisan support, as lawmakers grow impatient with the CFIUS process.

(Reminder: Our forecast differs from the social platforms’ reported figures as we factor out fake, business, and duplicate accounts.)

Number of TikTok users in the United States from 2019 to 2025

TikTok Users In USA 2023

TikTok’s fate is in the hands of the US government—again. More than half of the 50 states and the federal government have already fully or partially banned TikTok on government devices, and dozens of schools and universities have restricted the app’s use on campuses. Support for Rubio’s bill—which would create an outright ban on the app in the US—could grow this year, as TikTok’s US ad revenues continue to rise, and the company shifts its focus to building out its commerce business.

TikTok Ad Revenue

A TikTok ban would benefit more apps than just BeReal. Roughly one-third (34%) of teens with an average age of 15.8 used BeReal monthly as of April 2022, per Piper Sandler’s annual report. But there’s also a slew of other apps from Gas to Fizz ready to stake its claim on Gen Z. That’s not to mention Meta, which is likely waiting with bated breath for a resolution.

What to Watch

  • Some type of anti-TikTok measure will make serious headway. It’s too soon to say how restrictive that measure will be, but risk-averse advertisers—and users—should start to view TikTok with more scrutiny.
  • TikTok still needs older people. Snapchat has struggled to attract older generations for years. TikTok’s audience is already more diverse age-wise, but as it reaches saturation among Gen Z, it will need to succeed where Snapchat hasn’t.
  • Gen Z will put the “social” back in “social media.” Community and connections are at the core of many of the new apps. Established platforms are also emphasizing their social features; TikTok unveiled a Friends tab last year, and Instagram is removing its Shop tab from its navigation bar.

2023 Will Be a Mixed Bag for Meta and Snap

After a dismal 2022, there are reasons to be more optimistic about Facebook, Instagram, and Snapchat in 2023. But worries still linger.

Meta remains massive, but its dominance is waning. Meta’s ad business will return to growth this year, after its first-ever revenue decline in 2022. Meanwhile, Meta’s US monthly user base (excluding WhatsApp, Messenger, and Oculus/Reality Labs) will continue to grow in 2023. The catch is that Instagram now accounts for all that growth.

Meta’s global revenue as of 3rd quarter 2022

Meta's global revenue as of 3rd quarter 2022(in million U.S. dollars)

In good news, Gen Z isn’t (entirely) giving up on Instagram yet. For older Gen Zers, Instagram has become what Facebook is to millennials: Necessary, even if frustratingly so. As a result, more than three-quarters of Gen Z social network users now use Instagram, and that figure is still rising.

Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025

Number of Generation Z users in the United States on selected social media platforms from 2020 to 2025(in millions)

But teens still aren’t joining Instagram in big numbers. Despite its best efforts to attract them, Instagram will add just 100,000 US users ages 12 to 17 in 2023. That will result in barely a net increase in users for 2022 when combining Meta platforms.

Facebook Instagram User Growth By Year 2023

Snapchat is still growing, albeit slowly. Snap’s US ad revenue growth slipped to its lowest level yet in 2022 and will grow by just 15.9% this year. Total user growth is also slowing, primarily as older users leave the platform. Luckily, the continued gains in its Gen Z audience will be just enough to make up for those losses.

What to Watch

  • Meta has little room for mistakes. Expect the company to downplay its metaverse pivot in 2023 and ramp up its focus on Reels, especially on Facebook. Instagram will need to solve its existential crisis; it can’t afford to alienate users again like it did after last year’s user experience changes that prioritized videos and recommended content.
  • Snap may accept its marginal user growth. It’s doubling down on features like subscription service Snapchat+ that appeal to loyal users, while working to bring its augmented reality (AR) tech off the platform. Though Snapchat+ won’t be a revenue boon, it will help to increase engagement, and Snap’s new AR integrations could position it well for future non-ad revenue growth.

LinkedIn and Reddit Will Gain From Twitter’s Losses

Musk’s turbulent takeover of Twitter will send the platform into a user decline in 2023. Despite the hype, however, most Twitter deserters won’t go to Mastodon.

By 2024, Twitter’s user base will be the smallest it’s been in a decade. Twitter will lose approximately 8 million monthly US users between 2022 and 2024.

Our forecast is based on the following assumptions:

  • Users will begin to leave the platform in 2023 as they grow frustrated with technical issues and the proliferation of offensive content. The continued dearth of staff in infrastructure and content moderation will make it difficult for Twitter to counteract the problems. In late December, for example, Twitter suffered its first major outage under Musk, with tens of thousands of users unable to access or use the platform for roughly 5 hours before it was resolved.

Twitter Users USA 2023

  • Musk’s priority will be revenues, not user growth. Musk can’t achieve his goal of overhauling Twitter’s monetization model to make it less reliant on advertising if he can’t bring in revenues in the short term. In January, The Information reported that Twitter’s daily ad revenues were down 40% year over year (YoY), and that 500 of Twitter’s top advertisers had paused spending since Musk took over the company in October.
  • The loss of marginal users will exacerbate the decline. Twitter was able to register slight monthly user growth in 2022 thanks to curious onlookers who signed up or logged in more frequently to watch the drama unfold. But those marginal users, who are primarily outside of Twitter’s core age 25 to 44 demographic, will be among the first to go as Twitter becomes more unstable, unwelcoming, and unenticing.

Reddit will have more US monthly users than Twitter in 2024. In our previous forecast, completed prior to the acquisition, we expected Twitter to have 5.3 million more users than Reddit in 2024. Reddit is no stranger to content-moderation concerns, but unlike Musk-era Twitter, it’s taking steps to mitigate them as it works to attract both users and advertisers.

More than one-quarter of US adults now use LinkedIn. To be fair, LinkedIn’s 2023 growth is mainly due to the recent layoffs in tech and other industries as well as economic uncertainty, which have led job seekers to turn to the platform as they look for opportunities and support. But LinkedIn is also increasingly becoming a more news-oriented platform. That makes it a strong alternative to those Twitter users, particularly journalists, who are leaving the platform.

What to Watch

  • Reddit and LinkedIn will capitalize on their heightened usage. Both are still blips in the digital ad market, but their US ad businesses will grow almost three times as fast as Meta’s—and around 10 times faster than Twitter’s—in 2023. But more users could also mean more problems, particularly in terms of hostile or unsavory content.
  • Musk could still slow the user exodus. Twitter could avoid major service issues and develop AI content-moderation tools that would lessen the decline. But it’s unlikely that most Twitter deserters will return, or that new users will join, if Musk is unable to ship new products to attract them—and when consumers will have more choices of where to spend their social time than ever before.

Original Aritcle By Insider Intelligence | eMarketer – https://www.insiderintelligence.com/content/us-social-media-outlook-2023

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Top Marketing Agency and their team are the best of the industry. I have a small company and trust them 100%.  One sale pays for the service. Highly recommend!

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By far one of the best companies, I have ever worked with. They are always attentive, provide great work, and the SEO value they provide is unbeatable. They always cater to my requests and go above and beyond in every way possible.

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Top Marketing Agency is a professional and reliable company that offers great value at all times. We have been working with them for a long time and had a lot of success together.

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Thanks for the fast design and layout of my website! Top Marketing Agency is first class and your help was awesome... Thanks again!

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If you’re looking for a company to do your SEO Look no further than Top Marketing Agency. We have been with Top Marketing Agency for over a year and really enjoy working with him and the SEO results he has gained for us. Wonderful company and service.

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Top Marketing Agency has done really good work for us over the years, increasing our competitiveness in both domestic and overseas markets. The technical quality of the work has been superb, and we have always enjoyed top Google rankings from their organic search engine optimization efforts.

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I did a lot of research for a few months before choosing Top Marketing Agency.  He understands what we want to accomplish and knows how to get my company where is needs to be. I greatly appreciate all of his help!  Thank you again!!

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I found dealing with Top Marketing Agency a professional experience and will definitely be using the company’s services again. The site looks good.

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Quality of SEO Service is too good as provided by Top Marketing Agency team it showed that you are capable of getting people to work together and effectively. The team is very supportive and done timely. I really appreciate the team for problem-solving in a pro-active way.

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Jeff Sherman and his team at "Top Marketing Agency" has successfully helped me grow my business for the last three years and counting. They are very easy to work with, incredibly responsive/communicative, friendly and local! If you are looking to grow your business call Top Marketing.

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Great company with a professional approach and flexibility to client wishes. Excellent communication and attention to the workflow.

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We appreciate your efforts for SEO work in the past two months and we are looking forward that you can keep doing this and keep us informed of any progress on the project.

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Top Marketing Agency is a professional and reliable company that offers great value at all times. We have been working with them for a long time and had a lot of success together.

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By far one of the best companies, I have ever worked with. They are always attentive, provide great work, and the SEO value they provide is unbeatable. They always cater to my requests and go above and beyond in every way possible.

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They give you great service for a fraction of the cost of US-based companies.

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I came across this agency via Google. We hired Top Marketing Agency to align our social media effort to our brand alignment and she has impressed me every step of the way. Highly recommend!

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I’ve worked with Top Marketing Agency for about 5 years- they have built and maintained many websites for clients of mine. Their communication, follow-through, and development knowledge are unbeatable.

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We found an excellent website doing great SEO for our company, and we got great business with the help of them.

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We have worked with Top Marketing Agency for the last two years. They have provided excellent services and have resulted in an increase in revenue in our online marketing strategy. Good team effort I must say. I would highly recommend it to all.

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Top Marketing Agency is great! They make running an SEO and Social Media Marketing Campaign easy and stress-free. I always find them happy to help and fast to action any requests or changes required. I would highly recommend their service.

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I work for a plumbing company. Top Marketing Agency has been nothing but helpful. We've used their services for several years and never had any issues. They've helped us improve PPC, SEO, social media, Local Services ads, and anything in between. I would 100% recommend using their services.

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Your presentation was wonderful… your tips were helpful for the internet and social media users of all levels. Thank you for sharing your knowledge and expertise with us.

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The website and SEO you did is working and I just want to Thank You Sooooo Much! It is very exciting to have actual business from our website.

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Top Marketing Agency has been amazing they have done so much for me and my company. They have gone above and beyond during this Covin 19 world we are all currently living in and I can’t recommend them enough. Thank you guys for everything.

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Jeff and the team were fantastic with the service provided. Regular contact and great results – I would highly recommend them as they are honest and achieved what they said they would

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Thanks for the help with the website. I just got a new client searching for a plumbing company who felt I was a good fit based on my website. Results in the same week. Thanks,

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Top Marketing Agency has been our marketing agency for over a year now. They have provided great services and strategies for accelerating our business growth. Most importantly, they are willing and able to adapt our marketing strategy to help us succeed in our industry. Our account manager has been awesome! Thank you

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It has been a pleasure working with Jeff Sherman and his creative team over the years. Their professionalism and expertise in web site development and SEO optimization have had a direct effect on our bottom line. We are greatly appreciative of the quick response to our questions and concerns and for the timely completion of projects.

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Jeff Sherman was available to answer our questions, help us improve our SEO and give us meaningful feedback in terms we could understand. We highly recommend Top Marketing Agency and really appreciate the professional attention paid to our site.

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I wanted to have my website start ranking on Google Maps. I was struggling to get the listing to even appear on the Map. I found Top Marketing Agency and contacted Jeff Sherman who guided me through the steps necessary to increase the rankings. Email communication was a little show, but the results spoke for themselves. Within 3 months my listing was on the top 3 spots and after 6 months I was the number 1 position and have been since. Very happy with the SEO work.

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Great company, this company helped me bring lots of traffic to my website and made my company profitable I recommend this company to everyone, my website’s sales increased to 25% within 2 months.

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I have worked with Jeff Sherman and Top Marketing Agency for 11 years. Top Marketing Agency designed our plumbing company web site and did a truly fantastic job. I’ve gotten so much positive feedback! And, after 11 years, I’m still getting great feedback on how much people love the web site. In addition, the technical support Jeff Sherman has given me has been invaluable. If you want to work with terrific people and get the best SEO, Website Design result, go with Top Marketing Agency!!!

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We just completed our plumbing company's new website and are so excited to have it live!! It is so professionally developed. They also offer wide-array opportunities to grow your business.

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We just completed our new website and are so excited to have it live!! It is so professionally developed. They also offer wide-array opportunities to grow your business.

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I'm super happy with your service, they have answers to all my questions. The team is creative & knows their work right. I just got my store live yesterday & all my friends & family appreciated it, opting for their SEO service soon.

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My new site is doing very well and is on page one for most of the Google search terms we want already. So far all the comments about the site have been great and it has already starting to earn income for our business.

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I always wanted an agency that does generate tons of leads for our plumbing company. I found the Top Marketing Agency on Google itself. It's being a while since I am working with them & I can definitely see myself on Page 1 of SERP.

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We are more than satisfied with the Top Marketing Agency Search Engine Optimization services. They have developed and Get great SEO results for our plumbing company and promoted the business very efficiently. Kudos! Keep it up! We have emerged as a reputed large scale organization and this would not have been possible without the dedication of the Top Marketing Agency team. We feel part of a network and look forward to a fruitful relationship in the years to follow.

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Many thanks for your wonderful team and yourself to help with this project. By far, this is the best web development team I have worked with. I'm so glad to have your team and yourself to handle this project and I look forward to future collaborations.

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Top Marketing Agency team far exceeded my expectations on every front, and I have very high expectations. Trust me, these guys are amazing.

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Top Marketing Agency is an excellent company that does outstanding work. They really understand their client's needs and their work is always prompt, professional, and very creative. I would definitely recommend their services to all.

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I wanted to take a moment and let you know how happy we are. You have shown great knowledge in regards to SEO best practices as well as optimization strategy and management leads for our plumbing company. Most importantly, you have obtained results, and that is an undeniable measure.

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Jeff is a true expert in the field of digital marketing. She is highly motivated to share knowledge and provide meaningful consultation. He is a pleasure to work with and very prompt and attentive in project management. During the course of my project, the designers and engineers did an awesome job. I will continue to use the Top Marketing Agency as my choice for an SEO, Website Design, and Social Media Marketing Campaign.

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I am very pleased with the re-design of our plumbing company website by Top Marketing Agency. It has been a while, that I did not feel connected with my previous website - it looked typical of other companies. However, Top Marketing Agency consulted with me and helped me identify a design that is personalized, warm, and easy to surf. I would highly recommend Top Marketing Agency to any business/individual for their website's needs.

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love doing business with Top Marketing Agency. Even during the COVID-19 crisis, they were punctual as usual & offered the same quality service as before.

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Top Marketing Agency provided me with great SEO results. I'm happy for choosing them to increase my website's online visibility. I have decided to upgrade my SEO plan & hope to deal with them for the long term.

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Helped us when we had no idea how to begin with social media marketing. Did a great job educating me on the options as well as the process.

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Jeff and his team did a fantastic job on our new website design for our new store. They have helped us get our social media marketing in check and we are so excited for what the future holds for us! So far it has been a whirl wind and we absolutely love it!

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Thank you for everything~ The amount of time you spent with us working on our business forecast for 2018 was so incredibly appreciated and did not go unnoticed. We really appreciate your team and what they have done for us over the years.

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Great people. Great products. Great results. I have done business with Top Marketing for years and would highly recommend! -- Mike Carson

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The staff at Top Marketing Agency have been very accommodating to adhere to our strict timelines. They helped guide us in taking our next steps into a merger with another company and the best practices to follow.

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We appreciate everything you did to help us launch our new site. It looks great and the additional ideas you had were spot on

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We are very grateful for all that you have done for us and our business. Thank you for being so patient and always looking out for us and our best interests, it means a lot to Rick and I.

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Very attentive to our needs and situation. Jeff and Stephanie have been great to work with throughout the process.

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Great attention to detail. You designed us a beautiful site

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We did not need a website but just contacted them about social media marketing. Since I am not really comfortable or familiar with the ins and outs they...

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The whole crew at top marketing is incredibly responsive and knowledgeable. Not only did they produce a creative and artistic website, but they were always...

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Great job on my new website. Two other agents in my office have asked me who I used. Sounds like you may be getting some more referrals

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Jeff Sherman (owner) and everyone at Top Marketing Agency do a great job for my business. I have dealt with several SEO companies that make a lot of...

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