APAC’s Facebook, Instagram ad spend up 24% in Q4 2021: report

Ad spend on Facebook and Instagram in Asia Pacific increased by 24% in Q4 2021 compared to the previous quarter, while social media ad spend in Singapore surged by 32% in Q4 from the preceding quarter, according to customer experience platform Emplifi. 

Why it matters

Emplifi’s report on social media data provides insights into paid and organic user engagement and post interaction on social platforms and social media customer care. Today’s consumers are increasingly engaging with brands on social media and have high expectations on responsiveness, and for brands that want to find social-centric ways to reach and retain an audience with authenticity and empathy, the best place to start is with the data.

Key insights

• Singapore’s Q4 2021 social media ad spend rose by 16% year on year to US$2,801.39 per ad account per month, while APAC’s Q4 2021 ad spend grew by 11% year on year to US$2,793.12.
• Global ad spend increased by 25% vs Q3 2021 – higher than at any point last year – with the holiday season leading paid social to soar in Q4, up 21.25% from the previous year.
• In terms of social media engagement, APAC brands earned approximately 17 interactions per 1,000 impressions for a Facebook post, down 26% from Q4 2020.
• Brands on Instagram received about 65 interactions per 1,000 impressions in Q4 2021, a 35% decline compared to the previous year.
• E-commerce brands have the highest engagement at 50% and 49% of interactions on Facebook and Instagram respectively.
• Sixty-seven percent of APAC consumers use social media as a tool to show brands how they feel about them.
• In APAC, brands’ response rate dropped slightly in Q4 2021 compared to Q4 2020 across Facebook (-6.45%) and Instagram (-7.48%) but increased by 3.27% on Twitter.

Sourced from Emplifi