Wiith people increasingly gravitating toward their smartphones to stay connected and entertained. The latest quarterly report based on Socialbakers’ platform data shows that Q4 2020 was still a breakout period for the channel, with marketers pouring steep investments into tactics that would engage homebound consumers and get them to shop during an uncertain holiday period.

Socialbakers President Yuval Ben-Itzhak said brands doubling down on digital marketing is a “new normal,” especially as they look to drive e-commerce sales. However, as the firm’s analysis shows, where those brand dollars are going is changing in ways that could carry implications beyond the COVID-19 crisis.

Livestreaming has climbed to the top of the agenda and increasingly stands as an outlet to generate direct sales, with top platforms like Facebook, Instagram and TikTok integrating new shopping capabilities. Facebook Live was the most engaging format on the social networking site in Q4, per Socialbakers, while video made up 18% of all Instagram posts.