A study carried out by Emplifi shows, for example, a 17% drop in Facebook interactions
Spending on social networks grew by 21% compared to the same period in 2021, revealed the survey carried out by the social marketing and care platform Emplifi.
Average monthly ad spend by brand was $3,631 in Q1, down 19% from the fourth-quarter 2021 holiday season high. Still, this marks an increase of nearly 21% from the average. of the first quarter of 2021 of just over $3,000.
Despite the increase in investment in social networks, the engagement rate remains stable across platforms. Instagram posts receive an average of just over 32 interactions per 1,000 impressions, a number that has remained relatively consistent over the past year, the platform said.
Instagram engagement
Among the profiles with the best performance on Instagram Brazil, the novelty on the podium is Wendell Carvalho, a coach profile with more than 6 million followers and 213 posts that, during the quarter, accumulated more than 4 million interactions.
Best performers:
1) Netflix Brasil with 68,940,468 interactions in 248 posts
2) Obvious with 4,521,576 interactions in 198 posts
3) Wendell Carvalho with 4,436,945 interactions in 213 posts
4) Disney+ Brazil with 3,544,027 interactions in 306 posts
5) Grão de Gente with 3,388,887 interactions in 658 posts
6) HBO Max Brasil with 2,213,665 interactions in 473 posts.
Facebook engagement
Facebook showed a 17% drop in the average number of likes, comments and shares. In January 2021, the platform had an average of 6.54 interactions per 1,000 impressions; a year later, that number dropped to 5.44. Still, it’s above last year’s fourth quarter historic low of 5.03 iterations.
Profiles with the best performance:
1) Pontofrio with 3,283,116 interactions in 292 posts
2) Netflix Brasil with 3,023,326 interactions in 315 posts
3) Casas Bahia with 2,244,568 interactions in 277 posts
4) Cascavel Skates with 1,183,684 interactions in 88 posts
5) Wholesale Games with 1,373,294 interactions in 437 posts
6) Hurb with 1,124,399 interactions in 676 posts.
