By Melony Roy

PHILADELPHIA (CBS) — Marketers and retailers are using social media for more than just getting more fans. Social media now plays a substantial role in driving sales and extending brand reach during the holiday retail season.

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According to research released by digital marketing platform Offerpop, 67% of marketers plan to increase their social media budgets this holiday season.

Advertising expert Annie Heckenberger, of Red Tettemer O’Connell + Partners says social media does effect shopping — and in a big way.

“Last year we heard that almost 65% of shoppers used social media to find the perfect gift,” she said.

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And 92% of marketers say they will spend the majority of their social media marketing budget on Facebook.

“Facebook is the referral King but Pinterest is the social referral queen,” said Heckenberger. “Last year Pinterest was a huge seller for brands.”

You should expect to see more ads on Instagram and Snapchat

“That’s the direction it’s moving into — this kind of anonymity or fleeting creative, so it will be interesting to see what brands do,” she said.

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Twitter has introduced new tool for advertisers and shoppers called “Twitter Offers.” It allows advertisers to offer consumers a deal, which they can add to their credit card, to redeem in stores or online.

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