According to a survey by Emplifi, advertisers post more often on Instagram (68%) than on TikTok (32%).
The average global investment in advertising on social networks increased by 18% in the second quarter of this year compared to the same period in 2021. The survey, released by Emplifi, also revealed that the value has returned to levels above US$ 4,200 per brand .
Compared to the same period last year, average monthly ad spend has increased by 19%. Alexandra Avelar, country manager at Emplifi in Brazil, says that, after the holiday season, brands usually organize their budgets and strategies for the rest of the year.
“Therefore, the first months tend to be calmer in terms of investments in advertisements. In the second quarter these values tend to increase”, explains the executive.
In terms of network engagement, Instagram remains the leader, with 32 interactions per thousand impressions recorded in the second quarter of 2022. After seeing a steady decline since the second quarter of 2021, the average of interactions in posts from global brands on Facebook saw a slight increase from the previous quarter, reaching their highest level since the third quarter of 2021.
However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per thousand impressions on Facebook, down 15% year-over-year.
In the first quarter of 2022, average monthly ad spend by brand was $3,600 for the period, down 19% from the fourth quarter 2021 holiday season high.
TikTok X Instagram
Based on TikTok and Instagram account data from 330 global brands analyzed from January to June 2022, Emplifi noticed that brands post more often on Instagram (68%) than on TikTok (32%).
While reach and interactions were higher on Instagram, video content had higher engagement on TikTok. Either way, both platforms showed a six-month upward trend in terms of engagement rate, peaking last June.
However, Alexandra warns that this trend is changing. Even though Instagram remains the network with the most investment by brands, she says that TikTok has been gaining ground.
“The network that was once exclusive to the new generation is becoming more democratic, bringing different audiences. Its format and algorithm are increasingly attracting investments from brands that are learning the best way to communicate through this channel”, says the country. manager of Emplifi in Brazil.
Segments that most impacted
Conducted by Nielsen, through Digital Ad Intel, a survey mapped which were the segments that communicated the most during the first half of 2022.
Retail (17% and 272 billion impressions), Telecommunications (16% and 249 billion impressions), Public Affairs, Education and Government (10% and 156 billion impressions), Entertainment (8% and 135 billion impressions) and Finance (7% and 114 billion impressions) are the segments with the most impact.
In a comparison between the first and second quarters of 2022, the Retail, Entertainment and Finance industry increased their print volume by up to 5%.
Among these segments, the content producers with the highest number of impressions were Facebook, UOL, Globo.com and YouTube, surpassing a volume of more than 547 billion impressions in the first half of the year.
