While Instagram now has greater social cachet, Facebook's flagship behemoth still sucks up most of marketers’ ad budgets.
Indeed, more than 60% of all ad spend is still allocated to Facebook’s News Feed rather than being spread across Instagram Feed, Stories, Suggested Video, and Instream Video placements.
That’s according to a new report from Socialbakers, analyzing more than 140,000 brand profiles.
That’s not to take anything away from Instagram and its influence in the broader social ecosystem.
The top 50 brands on Instagram now have the same audience size as the top 50 brands on Facebook, according to the report.
Speaking of influence, the analysis found that influencer marketing shows no sign of slowing down.
Among more than 3 million influencer profiles analyzed, the number of Instagram influencers affiliated with brands who made posts using #Ad -- to denote sponsorship -- has increased 33% over the past year.
As for other marketing approaches, Socialbakers found that about 30% of paid ad spend is going toward low-quality and under-performing content.
Less surprisingly, mobile is only strengthening its position as the key platform for marketers.
Among other reasons for mobile’s growing monopoly on advertising, Socialbakers found that ads are seen on mobile devices a staggering 95.1% of the time, but viewed only 4.9% of the time on desktop.