Socialbakers-2019年第三季度Instagram和Facebook报告（英文）39页_13mb

Instagram and Facebook Trends Report - Q3 2019 Summary

Core Content Overview

This report provides an in-depth analysis of Instagram and Facebook trends for Q3 2019, focusing on organic engagement, Stories, advertising, and influencer marketing. It highlights the growing importance of Ecommerce and Social Commerce, the rise in video content engagement, changes in advertising costs, and the increasing use of influencer marketing with #Ad tags.

Key Trends and Insights

Organic Engagement

• Instagram continues to have higher engagement on profile posts compared to Facebook.
• Ecommerce is rapidly growing, with 15.8% of total interactions on Instagram and 17.8% on Facebook.
• The Fashion industry saw the highest growth in engagement, increasing from 27.8% in Q2 to 31.9% in Q3.
• Carousel posts on Instagram are the most engaging format, with a median of 125 interactions.

Stories Performance

• Instagram Stories have a 5.9% median exit rate, with Sporting Goods, Beauty, and Ecommerce having the lowest exit rates.
• Instagram Stories now account for 10% of total ad spend, up from 1% in 2018.
• Facebook Stories have a 0.3% share of total ad spend, significantly lower than Instagram.

Advertising Trends

• Facebook Feed remains the most expensive ad placement with 62.3% of total ad spend, but Instagram Feed is gaining traction.
• Mobile dominates ad impressions at 95.8%, while desktop accounts for only 4.2%.
• CPC on mobile is 0.13 USD, 20% lower than desktop (0.25 USD), showing the importance of mobile-first strategies.
• Instagram Feed has a slightly higher CPC (1.57 USD) than Facebook Feed (1.56 USD).
• Facebook Suggested Video has the lowest CPC (0.078 USD) and is more effective in terms of CTR (0.8%) than Instagram Feed or Stories.

Social Commerce Growth

• Social Commerce is expected to take off in 2020, with Ecommerce making up almost 16% of Instagram interactions.
• Instagram Shopping and Checkout on Instagram are driving direct sales, while Facebook is focusing on a seamless customer journey across its ecosystem.
• The report predicts that holiday campaigns will likely increase ad spend and CPC, with a potential drop in January 2020.

Influencer Marketing

• #Ad usage by influencers on Instagram increased by 60% in Q3 2019, showing a rebound from a previous downward trend.
• Top influencers in terms of effectiveness include @svomiah, @iblancaj, @sadiealdis, all young women with a 100% score.
• Walmart is the most mentioned brand by influencers, with 1,370 mentions from 856 influencers.
• Cooperation Efficiency is a key metric, measuring the ratio of interactions on influencer posts to brand posts. SIMPLE Mobile has the highest cooperation efficiency at 517,777.47x.

Methodology and Glossary

• The report is based on data from the Socialbakers database, covering 50 brand profiles on Instagram and 50 pages on Facebook.
• Interactions on Facebook include Reactions, Comments, and Shares; on Instagram, it includes Likes and Comments.
• Median interactions are calculated for the sample period and normalized for comparison.
• Post grades (A+ to D) are determined based on the previous 72 hours of organic performance.
• CPC and CPM are calculated as medians for all available ad accounts across platforms.

Conclusion

The Q3 2019 report underscores the increasing role of social commerce, the dominance of mobile in advertising, and the rise of video content. Brands should prioritize Instagram for high engagement and Facebook for a broader reach and customer journey integration. Influencer marketing is also becoming more effective, with clear opportunities for brands to leverage the growing use of #Ad tags. Socialbakers' AI tools offer insights into optimizing content and ad spend for better performance.