Less than half of brands plan to increase spend on Instagram in 2023

Alex Brownsell

Analysis of ad investment intentions for 2023, from WARC’s Marketer’s Toolkit 2023 survey.

These are testing times for the digital advertising market. After years of rapid expansion, investment levels are beginning to level off. This means that even wildly successful platforms like Instagram – set to earn $65.7bn in ad revenue in 2022, according to WARC Media forecasts – can expect slower growth next year.

WARC’s recent worldwide survey of over 1,700 marketing executives for The Marketer’s Toolkit 2023report spells this out clearly. Less than half (46%) of all respondents plan to increase investment in Instagram advertising in 2023, down from 64% last year, while 11% plan to cut...

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