Instagram accounts for 30.5% of advertising spend among Facebook-owned platforms, making it about half the size of the Facebook platform, according to data from social media and CX company Emplifi.
The Facebook company reported total advertising revenue of $28.6bn in Q2 2021, meaning Instagram attracted about $8.7bn in adspend that quarter. This is just under half of the Facebook platform's 66.8% share, equal to $19.1bn.
The Facebook News Feed alone attracts more than half (54.6%) of all parent company advertising investment, in part because it delivers the second-highest click-through rate (0.29%). However, its share is down...