Snapchat leads social media ad growth, Facebook lags

We all knew that social media is taking over the advertising world but new numbers from consultancy 4C, via its platform 4C Social which analyses nearly $250m in media spend from over 1000 individual brands, shows that it’s not all about Facebook.

in Q3 2017 adspend on Snapchat and Instagram rose 73 per cent and 55 per cent respectively as new features attracted advertisers. Instagram stories generated 220 per cent year-on-year spend growth.

Maybe that Snapchat ferris wheel at Cannes that so annoyed Publicis’ Arthur Sadoun did them some good.

The market as a whole – Facebook, Instagram, LinkedIn, Pinterest and Snapchat – grew 31 per cent in the quarter.

Interestingly Facebook’s ad growth – from a much higher base admittedly – lagged the market as 27 per cent. Twitter, largely unloved by advertisers, may be on to something with travel. Travel spend grew 250 per cent in the summer months.

Ad spend on Pinterest, the intent-driven platform, grew 26 per cent for the quarter and 33 per cent over the year. It now has more than 200 million users.

4C Insights CMO Aaron Goldman says: “We’re seeing strong growth across all the platforms as brands embrace them for their unique targeting features and massive scale. Savvy marketeers are creating bespoke campaigns that leverage their own first-party data and marrying it up to the data within the walled gardens to find their most valuable audiences and drive engagement.

“Facebook in particular is benefitting from the additional reach provided by Instagram especially in video. Meanwhile Twitter, Pinterest, Snapchat, and LinkedIn are also embracing new video ad formats to complement TV budgets.”

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