Social Media MarketingMiddle East Ad Spend On Facebook And Instagram Climbs 33.32% YoY In...

Middle East Ad Spend On Facebook And Instagram Climbs 33.32% YoY In Q3

Emplifi, a unified customer experience (CX) platform, today released the State of Social Media and Customer Experience Report for the third quarter of 2021, providing key insights into social media ad spend, brand social media efforts, and customer experience trends. clients.

According to Emplifi’s latest data, ad spend on Facebook and Instagram in the Middle East increased 33.32% year-over-year during the third quarter, and by 7.38% between the second and third quarters. While global ad spend on Facebook and Instagram grew 43.4% year-over-year during the third quarter of 2021, supported by 10.5% growth between the second and third quarters.

Emplifi’s report includes both paid and membership social media data results, which cover CPC, CTR and ad spend distribution by placement. Trends are broken down by geographic regions and across industries. The report looks at brand engagement based on hashtags, post types and influencer marketing numbers, as well as brand response times on Facebook.

In the Middle East, spend on brands on Facebook’s News Feed was 21.48 percentage points higher than on Instagram News Feed. The increase in investment in Facebook ads by marketers is a clear sign of the times, as ad spend related to the accommodation industry sees 94% year-over-year growth as countries reopen their borders and worldwide travel resumes.

Etihad Airways took the top three performers on Facebook, with 1,605,310 interactions, and Emirates had the top performing post on Instagram – their sensational Burj Khalifa status which saw 402,479 interactions.

Looking at region by industry, the retail category (19.2%) topped the total brand page interactions on Facebook, while on Instagram, the e-commerce category (26.9%) led the way for the total brand profile interactions on the platform.

With the increase in ad spend, advertising costs also continued to rise with CPCs reaching their highest level since late 2020. In the Middle East, the highest CPCs were on Facebook Instream Video, while the lowest CPCs were on Facebook Video and Feed Posts. Facebook news and Instagram stories.

Meanwhile, click-through rates (CTR) for advertisers have remained stable with only slight fluctuations since this time last year. Emplifi’s data shows that Facebook’s ad reach took a turn in the right direction, rising 3.7% year over year — a slight increase, but in stark contrast to the 12.4% decline reported last quarter.

One of the most interesting findings on the organic side of social media trends shows that Facebook Instream videos by brands generated three times more engagement with fans and followers than other post types globally.

“While it is true that brands have to invest more of their advertising dollars to reach consumers via social media platforms, there are still huge opportunities for B2C advertisers when it comes to using live video in their social media marketing and social commerce initiatives. The Middle East has seen continuous growth in the field of the Internet, especially in the past few years.” Emplifi CMO Zarnaz Arlia. Live video experiences on Facebook and Instagram offer advertisers a fresh new way to connect with their core audiences, providing real-time conversational capabilities that drive measurable gains in e-commerce. While some brands in the Middle East are experimenting with Live, the format remains untapped across the region.”

Emplifi data shows that Facebook Instream Video and Facebook News Feed rank first in ad placements in CTR for both Facebook and Instagram ads, a notable data point for any brand looking to ramp up their social commerce efforts. For brands that post directly to Facebook, those in the beauty, gambling, and e-commerce industry generate the most comments and interactions compared to other industries.

“Consumers want a seamless shopping experience, from product discovery to purchase. Social commerce enables brands to sell their products directly in an app where the consumer is actually shopping. Brands that understand the value of meeting customers wherever they are — on social platforms — will gain a significant competitive advantage,” Arlia said. In the coming months.” “This is especially true for brands that enable features like Live video to create more impactful experiences, and integrate advanced CX tools to elevate and improve the customer journey.”

Overall, Emplifi has found that organic social media engagement patterns are changing, with consumers turning to social platforms more frequently for customer support. As a result, brands are speeding up their response times to customer service inquiries received via social platforms. Emplifi data shows that many industries improved their Facebook response times during the third quarter — a final step forward as more consumers rely on their social media accounts for customer service.


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