According to a Digiday Research which was conducted among 67 retailers and brand professionals, it was found that even though marketing on Facebook is going strong, Instagram is taking the spotlight. 88% of the brands said that they posted marketing content on Instagram in 2022 and 2023, while in 2024 the percentage reached 99%. Brands and retailers are using Facebook too but they are also trying to frequently use Instagram.
88% of the brands and retailers said that they posted content on Facebook in the last month, which is an increase from 84% in 2022. Right now, Facebook and Instagram are the biggest platforms for social media marketing. While other platforms might be getting popular amongst marketers too, they aren’t getting anywhere close to Facebook and Instagram.
Facebook and Instagram dominance in social media marketing can be seen by the fact that many marketers are actually purchasing advertising on both of these platforms in addition to posting content on them. In summer 2022, 64% of the brands and retailers in the survey purchased ads on Instagram, while 72% did so in summer of 2023. 84% brands and retailers have purchased advertising on Instagram in summer of 2024. Even though purchasing advertising on Facebook is slightly lower than Instagram, 75% of the marketing companies are purchasing ads on Facebook too, a 5% increase from last year.
It is kind of understood that Meta is currently dominating social media marketing, but what about Threads? The survey by Digiday found out that brands and retailers aren’t quite interested in advertising on Threads. Only 11% of brands and retailers posted advertising content on Threads in the last month. Meta has announced that ads are coming to Threads but we are not sure if it will be worth it or not.
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