Pathmatics-Instagram广告主排行榜（英文）-2020.8-13页_7mb

Instagram Advertisers Summary

Core Content

This document provides an in-depth look at how top advertisers are spending on Instagram in the US, highlighting key trends and insights across various categories such as Food & Drink, Retail, Consumer Packaged Goods (CPG), and Arts & Entertainment. It also compares Instagram with other platforms like Facebook, Twitter, and Desktop Display, and discusses the strategic use of advertising on Instagram by major brands.

Main Points

Instagram's Growth and Reach

• Instagram accounts for 32% of overall social ad-spend in the US.
• Advertisers are expected to spend over $76 Billion on Instagram from 2020 to 2022.
• Instagram's user base grew to 122 million users, 18% faster than Facebook, Twitter, Snapchat, and Tumblr.
• Instagram is particularly popular among the 18-29 demographic, with 67% of its users in this age group.

Top Advertisers on Instagram

Food & Drink

• Yum! Brands (Taco Bell, KFC, Pizza Hut) leads the category with an average daily spend of $110,800.
• Starbucks comes in third, with a significant drop in spending on June 2nd in support of the George Floyd protests.
• Spikes in April are attributed to the coronavirus pandemic and increased demand for food delivery.
• All brands emphasize safety and contactless delivery in their creatives.

Retail

• Amazon.com is the top advertiser with over $53 million in total spend between mid-April and publication.
• Instagram has 28% of the spend share in the retail category, which is 200% more than Facebook.
• Target is the fourth-largest advertiser in the retail category, with a notable drop in spending on May 31st due to looting during protests.

Consumer Packaged Goods (CPG)

• Procter & Gamble (P&G) is the top advertiser, with $30.4 million in daily spend and 41% of spend share on Instagram.
• P&G allocates 38% to Instagram Stories and 35% to videos.
• The Hershey Company ranks second, with a $250,000 daily spend and a focus on easy recipes and home enjoyment.

Arts & Entertainment

• The top 4 advertisers are all streaming platforms: Hulu, Disney, Quibi, and Netflix, Inc..
• Hulu has the highest daily spend at $11.9 million, followed by Disney at $9.96 million.
• Despite their high spend on Instagram, Hulu has 28% of its total spend on the platform, while Disney has 12%.

Key Information

• Instagram's Ad Spend: Growing rapidly, with $30.4 million in daily spend for the top advertiser in the Retail category and $4.1 million for the Food & Drink category.
• Demographic Reach: Instagram has a strong presence among the 18-29 age group, making it an attractive platform for brands targeting younger audiences.
• Adaptation to Events: Brands have adapted their advertising strategies to reflect current events, such as the coronavirus pandemic and social protests.
• Creative Trends: Advertisers are using contactless delivery, safety messaging, and home-based activities to engage audiences.
• Platform Comparison: While Facebook maintains the largest user base, Instagram's ad spend is growing faster, especially in categories like Food & Drink and Retail.

Conclusion

Instagram has emerged as a critical platform for advertisers, with its rapid growth, targeted demographic, and increased ad spend. As brands continue to shift their focus to digital advertising, Instagram's role in the marketing strategy is becoming more significant. Pathmaths provides actionable insights and transparency in Instagram ad performance, helping brands and agencies make informed decisions.