A recent study by Emplifi, a unified customer experience (CX) platform, analysed thousands of brands worldwide between 1 April, 2022 - 30 June, 2022 and it concluded that UK brands spent the most on social media advertisements globally.
Despite engagement levels across social channels declining year-on-year, it reported that the UK companies spent on average 14% more on social media ads than their counterparts in the US.
Key findings from the report include:
- The UK spent the most on social media ads in Q2 2022 – with UK brands spending an average of £4945 during this time period – compared to Northern Europe (£4635) and the US (£4322).
- Median interactions with UK brands’ Instagram posts declined by 8% YoY, while Facebook saw a 14% decline for the same period.
- In an analysis of sister TikTok and Instagram accounts across 330 brands globally from January-June 2022, brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok.
Additionally, the report found that for brand pages in the UK, overall response rates to comments from customers were higher on Facebook and Instagram, but lower on Twitter.
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UK brands spent 59% more on social media ads in Q2 2022, compared to the global average of £3118.
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