Brands spent 65 per cent more on advertising on Facebook, Twitter, LinkedIn Instagram and Pinterest in 2016 than in 2015 according to a new report by US media tech company 4C.
You can download a copy of the report here and it should be noted that the study is written from the context of the US market.
The report titled State Of Social Advertising and published on the media site CNBC found that Instagram was the biggest winner when it came to paid social media spend.
For the study, 4C looked at $US150 million in media spend across 900 brands that manage its social media activity on the five platforms through the company’s Social Ads product.
It revealed that advertisers spent a whopping 138 per cent more on paid-for posts on Instagram. In fact, the Facebook-owned photo sharing saw 100 million extra members join in the six months to December 2016 and now boasts a global membership of roughly 600 million people.
The report noted that it was the introduction of Instagram’s “Stories” feature in mid-2016 that proved a boon for the social media site. Stories allowed users and brands to post short photo, video stories and even advertising that disappeared in 24 hours. 4C noted that “home and garden” was the number one category for increasing its spend with Instagram.
In second place for ad spend was LinkedIn, which saw a 130 per cent increase year on year. Pinterest was third with 109 per cent growth over the year.