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Trends in Social Networks Q4 2020 from Socialbakers

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Trends in Social Networks Q4 2020 from Socialbakers

Socialbakers presents its report: Trends in Social Networks Q4 2020. Watch it!

What will you find in this content?

1 Global spending on social media advertising increases 50.3%, while CPC grows 35.6%
2 Instagram dominates Facebook in audience size and engagement
3 Interactions decrease, but e-commerce and Facebook make a profit
4 The popularity of videos continue to grow, and their advertising costs
5 Influencer posts with the #ad hashtag drop 17.6%
Methodology of the Socialbakers Trends in Social Networks Q4 2020 report
Socialbakers , the leading platform in social media Hungary Phone Number List , presented its report on Trends in Social Networks Q4 2020. (Links to the global report and Mexico are at the end of this content).

The document states:

Advertising spending on social media has skyrocketed around the world, despite the continued economic impact of the COVID-19 pandemic.
Globally increase cost per click (CPC)
The growing dominance of Instagram accelerates
Reach for advertisers on Facebook grows
Increase in popularity and advertising costs of videos
Ad spend data is based on a sample of more than 15,000 brand profiles on Facebook.

Hungary Phone Number List

Brands dramatically increased their investment in social media advertising in the fourth quarter. At its peak during that period, global ad spend increased by 50.3% compared to the peak of the holiday season in the fourth quarter of 2019 ”. Doubling spending on digital advertising has become the new normal as brands seek to build long-term relationships with their customers and increase their online sales. ”

Yuval Ben-Itzhak, President of Socialbakers
1 Global spending on social media advertising increases 50.3%, while CPC grows 35.6%
After a strong performance in the third quarter of 2020, social media ad spend continued with meteoric growth during the fourth quarter, with an overall increase of 50.3% compared to the same period in 2019.

From the perspective of the median monthly digital advertising purchases, the growth was even higher, with an increase of 56.2% from the fourth quarter of 2019.

Globally, brands invested in social media advertising like never before, including a notable increase of 92.3% in North America and 39.6% in Western Europe. This growth was observed in all industries, notably an increase in advertising investment in e-commerce of 24.8% compared to the previous quarter, a figure that represents double the advertising investment in the first quarter of 2020.

All of the above was accompanied by a healthy growth in cost per click worldwide: during 2020, the CPC for Betting Email List brands on Instagram and Facebook grew 35.6%, starting at $ 0.104 and ending at $ 0.14.

In Mexico, this is the graph of the CPC on Facebook.

Trends in Social Networks Q4 2020 from Socialbakers
2 Instagram dominates Facebook in audience size and engagement
Instagram’s dominance over Facebook continues to expand at an accelerating rate. Instagram’s audience grew 11.3%, while Facebook’s audience size fell 17.6% year-on-year in the fourth quarter of 2020.

The audience size for the Top 50 Brand Profiles is now 39% larger on Instagram than on Facebook. In addition, Instagram had 21 times more interactions than Facebook. Despite this growing gap in both audience size and interactions, during Q4 2020, 61.9% of all brand posts were published on Facebook.

Looking at Brands, most of the relative spend is allocated to the FB Feed, followed by the IG Feed and IG stories. Spend on Feed from FB is 39.97 percentage points higher than Spend on IG Feed.

Trends in Social Networks Q4 2020 from Socialbakers
One positive aspect for Facebook is that its advertisers can now reach more people. Worldwide, Facebook ad reach increased 23% in the fourth quarter of 2020 compared to the same period in 2019. Compared to the previous quarter, the sectors that saw the highest growth in ad reach they were Alcohol (up 9.9%) and Automotive (up 12%).

Specifically in Mexico, the number of followers of the 50 largest Instagram accounts is less than the number of fans of the 50 largest Facebook accounts. The volume of activity on Instagram is lower than on Facebook, but user interaction on Instagram is higher than on Facebook.

Trends in Social Networks Q4 2020 from Socialbakers
3 Interactions decrease, but e-commerce and Facebook make a profit
Overall, user engagement with brands was down slightly in Q4 2020, compared to Q4 2019. Worldwide, brand interactions fell 5.4% on Facebook and 6.3% on Instagram. However, there were some success stories in this category: In North America, Facebook achieved an 11% increase in interactions, while Instagram decreased 10% year-over-year.

The e-commerce sector registered an improvement in engagement , with increases of 14.4% in interactions on Instagram and 1% on Facebook, year-over-year.

4 The popularity of videos continue to grow, and their advertising costs
The use of video content on social media continued to grow in the fourth quarter. Video posts on Twitter increased 26.7% from the previous quarter. Compared to the same period in 2019, video posts increased 4.6% on Facebook and 5.9% on Instagram. Video accounted for 17.9% of all Instagram posts and 18.1% of all Facebook posts during Q4 2020.

The popularity and competitiveness of the video format is also significantly driving an increase in video ad costs. In Q4 2020, Facebook Instream Video ad rates increased 216.8% in CPC and 247.2% in CPM, compared to Q4 2019.

In terms of format, Facebook Live was by far the most engaging post type on that platform in Q4 2020. It generated 2.8 times more interactions compared to images and 3.25 times more interactions compared to regular video content.

Finally, the growing popularity of live video content and the momentum around Live Shopping experiences highlight the importance of social media as a tool to drive sales and generate revenue. Live shopping is already a megatrend among Gen Z in China and is rapidly gaining traction among brands and consumers in the West.

Specifically in Mexico, on Facebook, live video performs better with 34 medium post interactions, which is 20x more than the second highest post type: images.

In terms of organic performance on Instagram in Mexico, Carousel performs better with 126 medium post interactions, which is 30 interactions higher than the second highest post type: images.

5 Influencer posts with the #ad hashtag drop 17.6%
Despite the strong increase in advertising investment globally, during the last quarter of 2020 brands decreased their use of influencers on Instagram to advertise.

Overall, influencers using #ad fell 17.6% year-over-year. While there was still a general increase in the holiday season, it did not reach the level of the previous year.

Analyzing everything we learned in 2020, digital will clearly remain the focus of attention for brands in 2021. Today’s consumer is permanently connected, and brands need to prepare their business for the future, focusing on providing each customer with an experience. exceptional digital from start to finish, if you want to increase your brand loyalty and get results ”.

Ben-Itzhak.
The Socialbakers Q4 2020 Global Trends Report on Social Media is available here . And the one for Mexico is available here .

Methodology of the Socialbakers Trends in Social Networks Q4 2020 report
Quarterly Industry Reports reflect the status of the Socialbakers database as of the beginning of the quarter following the reporting quarter. The data is extracted only once and is not updated between versions. The minimum range for the report to be generated is 50 Instagram profiles and 50 Facebook pages for the given region and category combination. When the combination of a specific slide does not reach that range, if possible, data for a wider area is provided instead.

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