Page 4 - AeM_February_2022

RESEARCH, ANALYSIS & TRENDS

Asia’s Social Ad Spend Soars

Emplifi released the results of its comprehensive in paid social over the holiday season. During the last
analysis of Q4 2021 social media data, offering quarter of 2021, global Click-Thru-Rates (CTRs) held
key insights into paid and organic user steady, but Cost-Per-Click (CPC) increased, meaning
engagement and post interaction on Instagram marketers had to pay more for that audience. In APAC,
and Facebook, and social media customer care. CPC grew 34% YOY while in Singapore, CPC grew
20% YoY.
Ad spend on Facebook and Instagram in Asia Pacific Brands seeking to benchmark their social media
(APAC) increased 24% in Q4 2021, in comparison to content’s level of engagement – as measured in likes,
the previous quarter. Year-over-year (YoY) growth rose
11% to USD 2,793.12 per ad account per month. In comments, and shares – will be interested in Emplifi’s
Singapore, social ad spend surged 32% in Q4 in analysis across more than 7,000 brands. In general,
comparison to the previous quarter. YoY growth Instagram posts earned higher engagement than
jumped 16% to USD 2,801.39 per ad account per Facebook posts. In Q4 2021, APAC brands earned
month. approximately 17 interactions per 1,000 impressions for
a Facebook post, a 26% decrease compared to Q4
In Q4 2021, global ad spend was higher than at any 2020. Meanwhile, Instagram posts received about 65
point over the past year. Compared to the previous interactions per 1,000 impressions in Q4 2021, a 35%
quarter, ad spend increased by 25% than what was decline compared to last year. On Facebook and
spent in Q3 2021. A healthy holiday season led paid Instagram, E-commerce brands had the highest
social to soar in Q4, up 21.25% from the same time last engagement at 50% and 49% of interactions,
year. This also highlights how much more brands invest respectively.

4 February 2022: Social Media & Influencer Marketing