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The advertising spending for Facebook is increasing, but the reach is decreasing

Social Media Advertising in Q2 2021: Higher Spending, but Not All Formats Are Created Equal

A new analysis by CX platform Emplifi reveals that social media advertising expenditure increased by 50% globally in Q2 2021 compared to the same quarter last year. However, not all formats were created equal.

Global Advertising Spending on Facebook and Instagram Rose by 50%

Data from Emplifi indicates that global advertising spending on Facebook and Instagram surged by 50% in Q2 2021 compared to the same quarter last year.

“The steady rise in social media advertising spending is proving to be more than just a pandemic recovery,” stated Zarnaz Arlia, Chief Marketing Officer at Emplifi. “An increasing number of businesses are embracing social media marketing to reach their target audiences in a targeted and scalable manner.”

More Interactions on Instagram

Marketers often face the dilemma of whether to focus on Facebook or Instagram. According to the report, the interaction rate on Instagram is significantly higher than on Facebook, as has been the case in previous years. In Q2 2020, interactions on Instagram were 5.2 times higher than on Facebook, and that number has now increased to 6.4.

Live Streams Are Highly Popular

The report also highlights that live streams are particularly popular. They generated the most interactions of all organic posts, with users interacting with them three times more than with standard videos. This suggests that brands could reach users most effectively with live streams, but they make up less than 1% of brand posts.

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