According to Socialbakers and looking at the world’s 50 biggest brand profiles, Instagram continues to have more interactions on profile posts than happens on Facebook. However, despite a similar audience size and much higher engagement on Instagram, brands tend to publish more posts on Facebook.
The category that has grown the most in the share of overall interactions is the Fashion industry - its engagement increased from 27.8% to 31.9%.
As for distribution of interactions across Industries, Ecommerce has grown significantly on both platforms (15.8% of total interactions on Instagram and 17.8% of total interactions on Facebook).
Despite images are the most commonly used content format on both Facebook (70.0%) and Instagram (71.9%), the popularity of video marks a constant growth as Facebook and Instagram both added new formats such as Facebook Live, IGTV, or interactive and moving add-ons for Instagram Stories.
The median exit rate on Instagram Stories across all industries is 5.9%. The lowest exit rate was achieved by brands in Sporting Goods, Beauty, and Ecommerce. On the contrary, the highest Instagram Story exit rates were found in Beverages, FMCG Food, and Finance.
The Instagram Stories format has grown to almost 10% of total spend share since 2018. Instagram is the most engaging platform for brands, and Instagram Stories has been an immensely popular format among its users.
Meanwhile, Facebook Stories have risen to a high of 0.3% of total spend. While the spend in Facebook Stories is growing at a steady pace, the format still has room for growth and is significantly behind the spend on Instagram Stories.
Digital advertising spending, which includes desktops, laptops, and mobile devices, is the fastest-growing segment in advertising.
3.26 billion people used social media on mobile devices in January 2019, with a growth of 297 million new users representing a year-on-year increase of more than 10 percent. Accordingly, it is recorded that 95.8% of paid ads are served on mobile devices compared to just 4.2% of impressions that happen on desktops despite desktop CPC decreased 17.5%.
While the majority of advertising investment still goes towards the Facebook Feed (62.3%), marketing budgets are shifting towards Instagram. In a past year, the spend on Instagram feed grew from 18% to 21% of the total share of spend.
Influencer marketing proved in a big way that it’s still a popular marketing tool. Reversing an overall downward trend, the use of #Ad by influencers on Instagram jumped up 60% by the end of the third quarter 2019.
Every social platform attracts influencers to some degree, but Instagram is the gold standard for the group. Nearly four in five (79%) brands predominantly tap Instagram for influencer campaigns, compared with Facebook (46%).
The most popular influencer type for consumers to follow are in entertainment, with 47% of those surveyed saying they follow entertainer influencers. The top three influencer categories for females to follow are beauty (56%), entertainers (48%), and celebrities (47%). Men, on the other hand, most commonly follow gaming influencers (54%), followed by influencers dealing with technology (46%), and finally entertainer influencers (44%).
The influencer marketing industry is on track to be worth up to $15 billion by 2022, up from as much as $8 billion in 2019.