Duncan is an award-winning editor with more than 20 years of experience in journalism. Having started his career in tech journalism as editor of Arabian Computer News in Dubai, he has since edited a number of technology and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.
UK brands spent 59% more on social media ads in the second quarter of 2022, compared to the global average of £3,118.
This is according to a study by Emplifi, a unified customer experience (CX) platform, which analyzed thousands of brands worldwide between 1 April 2022 and 30 June 2022. British brands were the highest spenders on social media advertising globally, despite engagement levels around the world. social channels are declining year by year.
Key findings from the report include:
The UK tops the leaderboard in global ad spend, but engagement has fallen
- The UK spent the most on social media advertising in the second quarter of 2022 – with UK brands spending an average of £4,945 over the period – compared to Northern Europe (£4,635) and the US (£4,322).
- However, click-through rates are at a year-over-year low, down 15% from Q2 2021.
- Median interactions with UK brands’ Instagram posts fell by 8% year-on-year, while Facebook saw a 14% drop in the same period.
- However, the average monthly cost per click (CPC) increased by 7% compared to Q1 2022.
- In an analysis of sister TikTok and Instagram accounts for 330 brands worldwide from January to 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 higher engagement on TikTok.
Overall brand response rates to comments are declining, but response times for urgent inquiries are improving slightly
*Response rates refer to the percentage of responses to direct message conversations, while response times refer to the average response time in hours.
- Globally, on Facebook, brand response rates showed a 16% year-over-year decline and a 7% decline from the first quarter of 2022. Meanwhile, Instagram response rates fell 5% year-over-year.
- However, in the second quarter of 2022, the time it took to respond to user comments on Facebook was 10% faster than last quarter and 15% faster year over year.
Instagram and Twitter response times remained consistent through the last quarter, averaging 9% and 3%, respectively.
- Across all UK brand pages, overall response rates to customer comments were higher on Facebook and Instagram, but lower on Twitter
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