A study from WARC has found that the role of social media in video marketing is changing. The study analysed 122 Cannes Lions 2017 entrants and found that video was being used increasingly across multiple platforms. However, compared to last year, there was a major change in the use of social media as a lead channel. Last year, 41% of campaigns in the award's shortlist were lead on social media, but that was down to just 4% of shortlisted campaigns this year. This suggests that the role of social media is developing into one of campaign support, rather than as a central method of community engagement.