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Tinuiti Conducted A Study On Advertising-Related Expenditures Across Facebook, And Compared Them To Those Of Other Platforms

Marketing company Tinuiti has recently published a report on Facebook advertisements benchmarks, while also discussing data with regards to Pinterest, TikTok, and Snapchat.

Advertisement is the name of the game for quite literally any and all online platforms, no matter what their niche may be. For the ones not directly peddling in ads themselves, there’s always an incessant need to invest in the medium so as to not drown in the fastidiously growing quicksand that is internet irrelevancy. The major reason that social media sites such as Facebook and Instagram harvest user data, other than utilizing it for their own insights, is for the purposes of selling to ad firms. Targeted ads are made from the backbone of your personal, private data. So the next time you encounter an ad for those nice looking slim-fit pair of jeans, just think of them as a gift to yourself. Then maybe start worrying about the ramifications of such extensive data siphoning and exchange in an increasingly online world later, yeah?

At any rate, Tinuiti notes that Facebook, Instagram, and WhatsApp parent company Meta reported an ad spend of 10% in Q1 2022, which is a notable decline from the 32% growth we saw in Q4 2021.


Ad impressions for the conglomerate, which denote the number of times an ad is shown across a single or multiple platforms, displayed a slightly steeper dip as compared to last quarter (from 15% in Q4 to 17% in Q1). This does not bode particularly well for the company and its modern-day relevancy. However, perhaps breaking down exact numbers from the individual platforms can help pinpoint exactly where the problem lies. To be more specific, I believe Facebook itself might be facing a harrowing phase of incremental irrelevancy. Ad spend on Facebook in particular grew by 6% in 2022, which is a good sign, but is also the slowest quarterly growth the platform has seen in a long time; the previous six quarters, to be specific. In turn, impressions have also plummeted by a whopping 23% in the span of just a single quarter.

On the other hand, Instagram’s ad spend grew by 21% from both Meta itself as well as outside sources. While impressions also fell for the platform, they fell by a relatively meager 4%, and this is notably the first time ever that the social media site has ever seen year over year drops in ad display.

Finally, what’s rather interesting is that as Facebook and Instagram see a decline in CPM (cost per mile, or the cost per 1000 impressions on any social media site), other platforms are seeing varying degrees of increases. Specifically, Pinterest, Snapchat, and TikTok are some of the platforms that Tinuiti decided to highlight. Marketers are attempting to diversify in an endeavor to find more effective and cheaper advertising.

Read next: The Big Five Tech Companies (Apple, Amazon, Alphabet, Microsoft and Meta) Earned Over $1.4 Trillion Last Year, Here’s Where That Money Came From

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