Paid Social Rises 25% in Q42021 Based on a New Report from Emplifi

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A detailed examination of Q4 2021 social media data by Emplifi revealed crucial insights into paid and organic user engagement and post-interaction on Instagram and Facebook, as well as social media customer care.

It’s no surprise that worldwide ad spending increased in Q4 2021. Ad spend increased 25% over Q3 2021 compared to Q3 2020. In addition, marketers invest heavily in paid social around the holidays. A good Christmas season boosted paid social in Q4, gaining 21.25 percent from last year, the first holiday season since the Covid-19 outbreak. During the fourth quarter of 2021, CTRs were stable, but CPCs climbed, suggesting advertisers had to spend more for that audience.

Businesses looking to benchmark their social media content engagement (likes, comments, and shares) will find Emplifi’s study of over 7,000 brands valuable. Instagram posts had more engagement than Facebook postings. Brands got 5.3 engagements per 1,000 impressions on Facebook in Q4 2021, down 19% from Q4 2020. In Q4 2021, Instagram posts generated 35 interactions per 1,000 impressions, identical to Q4 2020. Booking.com had the most engagement (11.5 interactions), while E-commerce brands had only 2.9. Retail (18.4) had the lowest engagement rate on Instagram (49.9), followed by Beverages (50.9).

Social Media Support

Customer service using social media is a newer trend. Consumers no longer communicate with brands solely through phone or email. Consumers today want to share with companies on social media, and they expect firms to respond quickly.

It also measured how often brands respond to user questions in the comments (response rate) and how quickly they respond (response time) (response time).

The response rates on all three platforms fell slightly in Q4 2021 compared to Q4 2020 — Facebook (-3%), Instagram (-2%), and Twitter (-2%). (-2 percent ). Brands responded to inquiries more frequently on Instagram than on Twitter, except for Automotive and Home and Living brands, which responded more frequently on Facebook.

Beauty and FMCG Food brands responded the fastest to user questions on social media, while Automotive brands responded the slowest.

Notable is the expanding mainstream use of chatbots. According to Emplifi statistics, brands are taking longer to respond on Instagram and Facebook, with year-on-year increases of 1.0 and 2.6 hours, respectively. Brand response times on Twitter have decreased by an hour since Q4 2020. Using AI-powered chatbots to answer frequently requested queries will help brands improve response rate and response speed.

Methodology: Emplifi’s study uses Q4 2021 data and year-over-year comparisons downloaded in early January 2022.

To learn more, visit Emplifi here.

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About Author

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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