Emplifi just released the results of its quarterly Social Media Trends Report. In the first quarter of 2022, the analysis looks back on the spend of thousands of global brands on social media.
Although overall social media ad spend fell in the first quarter following strong holiday activity, it remains significantly higher than at the same time last year. At the same time, commitment remains stable or decreases.
Brands continue to invest heavily in networks
According to the latest results from Emplifi, Average monthly ad spend by brand was $3,631 in the first quarterdown 19% from the year-end peak reached during the holiday season of Q4 2021.
That’s still up nearly 21% from the 2021 first-quarter average, which was just over $3,000.
“Advertisers still see social media as a paid strategy and an integral part of the marketing mix. Also, they are willing to pay more to reach their audience.
Despite the drop in ad spend after the holiday season, brands are still spending more than they did at the same time last year, although click-through rates continue to fall and are now below 1%. »
says Manon Roussel, Head of Account Management – France, Southern Europe and Benelux at Emplifi
Ad budgets have gone up, but stocks have gone down
Average monthly ad spend shows a steady year-over-year increase despite falling cost per click.
Following an uptrend throughout 2021 median CPC falls 18% in Q1 2022 to reach around $0.18.
CTRs are also down slightly year over year, but are still around 1%.
Facebook keeps falling
The average number of interactions with Facebook posts (likes, comments, shares) 17% less than last year.
In January 2021, the platform saw a median of 6.54 interactions per 1000 impressions; a year later that number had dropped to 5.44.
This is still better than the historic low of 5.03 interactions Facebook recorded in Q4 2021.
Instagram holds up
In contrast, Instagram posts have a median of just over 32 interactions per 1,000 impressions, a number that has remained relatively constant over the past year.
Posting Instagram stories in bulk helps increase engagement.
Emplifi’s data also suggests that posting multiple Instagram Stories within a five-minute window results in lower exit rates and a higher number of users revisiting posts.
Video length, story order, and post time can also affect exit rates and tapback.
Social care is important
Brands’ ability to answer customer questions on social media is a key differentiator between platforms.
Again, Instagram leads with brands responding to a third of all customer questions left in comments and a median response time of 8.3 hours.
On Facebook, brands answer 26% of questions, compared to 30% in Q1 2021, and take nearly 13 hours to post an answer.
Twitter’s median response rate was the lowest at 20%, but the fastest at just under 3 hours.
“Although response rates on Instagram and Facebook have improved over the last quarter and are better than those on Twitter, they remain strikingly high.
Brands would benefit from strengthening their relationships with customers by responding more quickly to questions and concerns. If they don’t invest in improving social care, they risk losing significant market share.
says Manon Roussel
Emplifi’s analysis is based on data from the first quarter of 2022 and year-on-year comparisons uploaded in early April 2022.