Ad spend to shift from Facebook to Instagram

Brands head to Instagram to spend their ad budget in 2019, with more advertisers preferring it over Facebook.

Instagram is becoming an increasingly attractive place for brands to splosh some dosh and the numbers suggest this trend will continue into 2019. With advertisers increasingly turning their backs on Facebook’s News Feed and making better friends with Instagram’s Stories.

According to Socialbakers, ad spend on Instagram increased in 2018 while decreasing on Facebook, driven by hard-to-rival engagement levels on the photo-sharing platform.

While Instagram has a smaller audience size compared to its parent company, its users are far more engaged. Suggesting that Instagram is the go-to for capturing quality engagement within smaller communities.

Last year, Instagram posts continued to reach and garner more impressions per fan than its Stories feature (around 15% and 25% more, respectively).

However, the volume of brands posting on Stories has quadrupled over the last year, with brands investing 212% more in Stories compared with the previous year.

A quarter (25%) of brands’ Instagram ad spend now goes on Stories. This will continue to grow through 2019. As just a few examples, easyJet recently made it possible for users to find and book holidays simply by clicking on a photo, while Spotify, SoundCloud and Shazam are offering their services via Stories. Expect to see more of this integration in the coming months, especially as Instagram promises to enhance its ecommerce features.

Alice Cuffe, editor at We Are Social, says while no one can argue that the specialised and detailed targeting of Facebook is appealing to advertisers, when it comes to creative innovation, Instagram Stories has the edge.

“Instagram has evolved Stories to allow brands to connect with audiences in a space where they feel comfortable enough to express their truest, least curated selves,” she explains.

“While Facebook is simple and reliable, Stories is currently owning the reactive space.  Functionalities such as polls, questions, emoji sliders and swipe-up links all provide an easy and immediate way to connect with your audience and allow them to react to your brand in the moment. The temporary nature of Stories also means brands have more freedom to experiment, without necessarily requiring heavy design work or rounds of internal concepting.”

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The Media Angel proudly supports this years CIM Canmol Wales Marketing Awards!

The Media Angel is a proud partner of the CIM Canmol Wales Marketing Awards this year.

This is a really exciting opportunity for The Media Angel, and we are delighted to have our brand and name affiliated with such a prestigious event in the Welsh marketing calendar! 

The Canmol Awards praise those individuals, teams and companies who have demonstrated real marketing excellence in Wales and we are thrilled to become strong associates with this event.

The award nominees will be judged on their planning, innovation, delivery and execution, and will be assessed on their campaign’s effectiveness and return on investment. The awards celebrate only the very best in the Welsh marketing industry and showcases Wales’ finest talent in implementing effective and successful marketing campaigns.

Richard Houdmont of the Chartered Institute of Marketing expressed his joy at the partnership, stating 

“The Canmol: Wales Marketing Awards are a celebration of marketing excellence and CIM is delighted that The Media Angel is supporting the event by becoming a sponsor.”

Not only will The Media Angel be supporting the awards event through sponsorship of the welcome drinks, but we will also be supporting our very own client Cardiff Airport, who is nominated for an award within the tourism and destinations category.

The awards have always been an exciting event for us; last year with the help of our media planning and buying expertise, our client Swansea University won an award for their outstanding undergraduate recruitment campaign!

This year’s event will be held at St David’s Hotel in Cardiff Bay on 10th October 2014. Good luck to all the finalists! We look forward to seeing you there.

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