){kind=logo}
Hey you!
The formats are varied. Ads, live videos, social commerce, influence… Brands are investing more and more in ads on social platforms and networks. How can this trend be explained? Why such an evolution? This is what the “State of Social Media and CX” study, realized by Emplifi, tries to explain. It analyzed the whole spectrum of activity on social networks (paid and organic ads, CPC, CTR, engagement, distribution of ad spending by placement, trends by region, by sector, type of content, brand response time, etc.). Passion Media has dissected the subject for you.
A 43% increase in spending in Q3 2021
To start with, let’s talk numbers. According to the study, global ad spending on Facebook and Instagram would have increased by more than 43.4% in Q3 2021. With this increase also comes cost growth. Yes, it’s the famous supply and demand rule. Costs per click (or CPC in the jargon) are thus reaching the highest level since late 2020.
Tourism, one of the most promising sectors
One of the most promising sectors for this growth? Tourism. Yes, after long months confined or forced for health reasons, the reopening of borders has led to a recovery in activity worldwide. There would have been more than 94% growth in advertising spending related to the hospitality sector, compared to last year.
Facebook, first beneficiary of this growth
While the click-through rate (CTR) has remained stable, the reach of Facebook ads has increased by more than 3.7% compared to last year. This increase seems small, but it is interesting to put it in perspective. Yes, the year before, the trend was quite different. At that time, reach had dropped by more than 12.4%.
Live formats boost engagement
It was a trend that has been noticed for years: the video and live format is the one that generates the most engagement and visibility, both in organic and paid. Facebook and Instagram Instream Live videos from brands reportedly generate three times more engagement with fans and followers than other types of posts. On the advertising side, Instagram Instream videos and Facebook News Feeds would be the best ad placements in terms of CTR. In other words? Video is the best format for creating a content strategy.
Social selling or the famous commerce on platforms
Platform commerce has exploded, especially with the health crisis. According to eMarketer, this market is expected to bring in more than $36 billion in sales for brands in the United States by the end of 2021. What about 2021? The study estimates that it should double. A colossal development. The big winners? Facebook and Instagram. According to the same study, 22.3% of U.S. consumers are expected to buy at least one product on Facebook in 2022.
A new proximity on platforms
The relationship with brands and the way consumers interact with them is also changing. After-sales service is the topic that most reflects this evolution. If in the past, consumers used to contact brands by email, today they do it directly on platforms. What are they looking for? More proximity, more reactivity. Brands seem to have understood this change since their response times on Facebook during the third quarter have dropped considerably.
