Page 24 - AeM_Feb_2019

BEST PRACTICES & STRATEGIES

Socialbakers provides guidance on how to invest

advertising budgets to maximize reach,
engagement and business impact

The leading AI-powered social media marketing promotion soared in 2018 and converged with
platform Socialbakers released a comprehensive report photos in September, indicating that the popularity
at the end of 2018 that offers detailed information about of this type of medium is on the rise.
the state of social media engagement and advertising, as
well as emerging themes for the year ahead. The trend  In 2018, Instagram ad campaigns rose, reaching
report dives into demographics and brand trends, their highest adoption rate in June. Though it has
advertising effectiveness, engagement best practices, tapered off, as Instagram audiences continue to
and emerging trends involving influencer marketing and grow, so will marketers’ advertising investments.
privacy and security.
 Facebook usage on mobile is overwhelmingly
In developing the comprehensive report, Socialbakers dominant, as mobile users consume more ads than
leveraged its social media data set, gathered from more desktop users.
than 10 billion pieces of social media content generated
by more than 17 million profiles. Socialbakers had in Engagement Trend: Facebook vs. Instagram
addition insights into $3 billion of ad spend on social,
which allows it to set industry benchmarks. While the report examined multiple social media
platforms, it found that marketers looking to drive value
The complete Socialbakers Social Media Trends Report for their businesses via digital marketing can find more
is available for download, including the following key value in terms of scale and audience engagement from
findings: Facebook and its family of applications than they can
from competing platforms. With 2.6 billion monthly
 When comparing ad spend distribution by social active users, Facebook’s family of applications is still
media platform from 2017 to 2018 between the two where most consumer-to-brand engagement happens
main Facebook owned services, Instagram ads online.
increased in 2018, while the percentage of overall ad
spend on Facebook decreased. Overall brands are However, in terms of engagement per user, Instagram
shifting their investments between the services. reigns supreme. Socialbakers’ data found that while
Instagram has a smaller total audience compared to
 Photos are the most heavily promoted type of content Facebook, Instagram users are far more engaged than
compared to any other format. However, video Facebook users. Instagram is becoming increasingly

24 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media