Web traffic to Snapchat’s ads platform has grown by 127.5 per cent year-over-year and the photo- and video-sharing app has seen a 0.8-point improvement in its share of traffic among its social competitors.
The data comes from the online traffic number crunchers at Similarweb and also revealed that traffic to Twitter’s ads portal was down 18.7 per cent year-over-year last month, while Meta’s portal for Instagram and Facebook ads saw traffic drop by 2.6 per cent, while its combined share of traffic dropped 1.3 points.
TikTok, despite catching increasingly stern glances from legislators across the world, saw its ad traffic grow by 28.8 per cent. Pinterest, meanwhile, saw its ads traffic grow by more than a third.
Of course, this does not mean that the actual ads themselves saw more clicks. Instead, this data can give brands and agencies an understanding of which way the wind is blowing in the industry — with the obvious exception of TikTok, for which the jury is still very much out.
Meta’s declining share of voice in the market will be concerning for Zuckerberg and the rest of his team.
Both Facebook and Instagram have been making efforts to woo creators and brands back to their platforms with improved brand safety controls and other tools designed to offer greater control and creativity.
However, when placed into the total number of views, it seems unlikely that there will be too many sleepless nights at chez Zuck.
Similarweb’s senior insights manager, David F Carr did caution that the overall traffic number could be slightly misleading.
“The comparison is not an exact one because Facebook’s business portal is used for other purposes like organic social media marketing, which is why we focus on relative measures like change in share or change in comparison with past years and months. Facebook could continue to lose increments of ad traffic share for a long time before it would be in the same league as Twitter,” he explained.