Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Global ad spend up 50% on Facebook and Instagram

August 10, 2021
Global ad spend up 50% on Facebook and Instagram

Global ad spend on Facebook and Instagram increased 50% year-over-year, demonstrating more than simply a “pandemic bounce-back” for ad spend, according to new research.

The data, from Emplify, looked at ad spend, organic post performance and influencer trends.

Other key stats include:

• The engagement gap between Facebook and Instagram increased – brand accounts earn 6.4x more interactions on Instagram than Facebook
• Meanwhile, Facebook ad reach dropped 12% globally – despite modest increases in early 2021, growth has slowed down, so it’s vital for marketers to monitor reach fluctuations and adapt their spend accordingly
• Facebook Lives earned 3x the engagement of regular videos, despite accounting for less than 1% of brand posts
• Influencer activity plateaued since March 2021 – potentially signifying the end of the recovery period for influencer marketing spend
• The number of brand posts using #Pride and #PrideMonth more than doubled year-over-year in 2021 as more brands look to speak out on social issues

Emplifi’s data shows global ad spend on Facebook and Instagram increased 50% year-over-year during Q2, while Facebook ad reach dropped 12.4% globally. The report also examines IGTV performance rates, finding that IGTV videos performed nearly as well as photo-based posts and delivered higher engagement rates than standard video posts on Instagram.

“The ongoing increase in social media ad spend is proving to be more than just a pandemic-related ‘bounce-back’ scenario. More and more brands are relying on social media marketing to engage with their audiences meaningfully and at scale,” said Zarnaz Arlia, Chief Marketing Officer, Emplifi. “Social commerce and the formats which support it are also becoming more prevalent as the year goes on. As more brands recognise the value of live streaming and start to leverage more live content to cater to users at different stages of the customer journey.”

Emplifi’s report also includes influencer marketing trends and vital data on organic social media content. For example, the number of posts with the hashtags #Pride and #PrideMonth from brands more than doubled year-over-year in 2021, a clear indicator that brands are boosting their efforts to better connect with audiences through more empathetic messaging.

“As more and more consumers begin to expect a brand’s social media channels to facilitate outstanding customer experiences across many stages of the customer journey, the importance of engagement and interaction data is taking on a greater significance. What we’re seeing is that an engaging and responsive social media presence is no longer just a “nice-to-have” for consumer facing brands, it’s a key point of differentiation,” said Arlia.

Another takeaway: Facebook Live videos earned the highest number of organic post interactions and delivered three-times the engagement rates of standard videos, but account for less than 1% of branded posts. Social media users are engaging far more with live video than traditional content. Ultimately, the report looks at how social media marketing is helping close the customer experience gap.

Download the full report here: Emplifi’s State of Social Media and CX for Q2 2021

Report Methodology

Emplifi’s State of Social Media and CX report looks at trends in Q2 and uses data downloaded at the beginning of July.

Source

Social social media

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2023 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.