Majority of ad spend still goes to Facebook News Feed despite Instagram Carousel ads performing well

Anne Freier

In Mobile Advertising. September 19, 2019

Over 60% of all ad spend is allocated to the Facebook News Feed rather than being diversified across Instagram Feed (20%), Stories, Suggested Video, and Instream Video placements (combined 10%), according to a new report from social media marketing firm Socialbakers.

Mobile is still the top platform for brands with ads seen 95.1% of the time compared to 4.9% on desktop.

When the company analysed the top 50 brands on Facebook and on Instagram, they noticed that brands now had the same audience size across both platforms.

The finding highlights just how critical Instagram has become among brands as a way to connect to their audiences. The majority of user engagement occurs on Instagram not Facebook. It is best for fashion and beauty brands.

Meanwhile, influencer marketing is still surging. Influencers on Instagram affiliated with a brand grew 33% compared to Q2 2018.

“The Q2 2019 data suggests that those marketers who aren’t putting most of their efforts into paid social media optimization, benchmarking, and maximizing cross-channel visibility are falling behind,” said Socialbakers CEO, Yuval Ben-Itzhak. “The importance of closely monitoring and optimizing your paid strategy across channels and ad accounts is clear as you delve into the numbers about what’s performing well and where there’s still potential for the future.”

On Instagram, carousel ads were found as the leading format for organic interactions with over 120 posts, but the format is only used 15-18% of the time.

On Facebook, Live performed best but is used by just 4% of posts.

“For marketers who need to know where to best invest their ad spend, make higher converting ad placements and take on top-performing influencers, the data in our Q2 trends report can lead them in the right direction,” added Socialbakers CEO, Yuval Ben-Itzhak. “More than ever, it is critical for brands to use data-driven insights to build smarter social media strategies that capitalize on the latest trends and opportunities.”