Social media ad spend worldwide 2021-2028

In 2021, global social media advertising spending stood at around 116 billion U.S. dollars. The source projected that this figure would more than double and exceed an all-time high of 262 billion by 2028.

Where to advertise in a sea of social media platforms?

While there are many regional differences when it comes to social media usage and accessibility, some platforms reign supreme among users and advertisers alike. As of 2022, Facebook, YouTube, and Instagram were the most popular social networks worldwide. Thanks to their massive audiences, these Meta-owned properties also ranked among the leading social media platforms for marketers. What makes advertising via these channels so appealing is not only the prospect of boosting brand awareness and generating leads but also the possibility to strengthen brands’ relationships with consumers via direct communication.

Spotlight on influencer marketing

In addition to posting photos and videos on their social media accounts and interacting with followers, companies can also enlist the help of content creators to drive visibility and potentially unlock new audiences. Over the past few years, the global influencer marketing market value has expanded rapidly and is now sized at an estimated 16.4 billion U.S. dollars. Instagram remains the primary playground for this creator-driven form of online marketing, though apps like TikTok are also becoming more appealing to brands from around the world.