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

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands