Socialbakers social-media-trends-report-2020

Social Media Trends Report
Q4 2019

Trends Report | Q4 2019 1
The Socialbakers Q4 2019 Social Media Trends Report reveals crucial
insights into the changes and developments on social media. The report
highlights key data behind paid advertising, including campaign objectives,
developments in click-through rate and cost per click, and the evolution of
ad placements. Additionally, for the first time Socialbakers data reveals the
marketing funnel conversion rate and shows which industries performed
best.

Focusing on organic performance, the report details the audience size of
the top 50 biggest brands on Instagram and Facebook, audience insights
by age and gender, and the distribution of interactions across industries.
Become a marketing expert with all of the must-know insights from
Socialbakers.

“The writing has been on the wall for some time, but now it’s official. When it
comes to the top 50 brand profiles, Instagram has a larger audience than
Facebook.”

“Instagram's impact for brands comes as no surprise. What was unexpected
in Q4 2019, however, was the significant drop in engagement during the
holiday season. This is a warning sign that brands require a deeper
understanding of which types of content their audiences find compelling, and
an agile method to get that content in front of them.”

Yuval Ben-Itzhak, CEO, Socialbakers
About the Report

Influencers
Influencer Marketing and #Ad Usage

Top Influencers Mentioning Brands

Brands Mentioned by Most Influencers

Profiles With the Best Influencer Cooperation Efficiency

Influencer Takeaways
20-25

21

22

23

24

25
Table of Contents
Organic Engagement
Number of Followers, Posts, and Interactions

Audience by Age and Gender

Average Distribution of Storytellers by Age and Gender

Average Brand Engagement by Age and Gender

Distribution of Interactions by Industry

Evolution of Interactions

Distribution of Post Types

Performance of Post Types
28-42

29

30

31

32

33

34

35

36
Advertising
IG and FB Ad Spend

Instagram Explore Evolution

Facebook Marketplace Evolution

IG and FB by Ad Objectives

Ad Impressions by Device

CPC by Device

Relative Spend and CTR by Platform

CPC and CPM by Ad Placement

CPM Evolution

CPC and CTR Evolution

Total Spend by Grade

Marketing Funnel Conversion Rate

Marketing Funnel Conversion Rate by Industry

Paid and Funnel Takeaways
4-19

5

6

7

8

9

10

11

12

13

14

15

17

18

19

Table of Contents
Methodology and Glossary
Stories
IG Share of Stories

IG Stories Image vs. Video

IG Stories and FB Stories Ad Spend

IG Stories Tap Back Rate

IG Stories Tap Forward Rate

IG Stories Type by Industry

IG Stories Interactions by Type

Stories Takeaway
44-52

45

46

47

48

49

50

51

52
Video Content – Horizontal vs. Vertical

Video AVG Time Watched

Video Views 30s

Most Engaging Posts

Organic Takeaways
37

38

39

40 -41

42
54-57

Trends Report | Q4 2019
4

Advertising

Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 5
Advertising
(% of Total Ad Acccount Spend)
Spend by Placement: Facebook Feed
Nov 18 Jan 19 Mar 19 May 19 Jul 19 Sep 19 Nov 19
0
10
20
30
40
50
60
70
Spend(%ofTotal)
Spend (% of Total)
0
5
10
15
20
Spend(%ofTotal)
Spend by Placement: Instagram Feed
Spend (% of Total)
Share of Ad Spend:

Instagram vs. Facebook

Socialbakers data shows that advertisers are increasingly allocating their
spend on ad placements outside of the Facebook and Instagram main
feeds (see next page). Since December 2018, the spend on Facebook Feed
decreased from 64.1% to 58.3% a year later.

Meanwhile, the spend on Instagram Feed at the end of 2019 was higher
than a year ago (20.3% vs. 19.7%) but it was decreasing since reaching
21.7% in July 2019.

Advertising
(% of Total Ad Account Spend)
Instagram Explore Evolution
Nov
18
Jan
19
Mar
19
May
19
Jul
19
Sep
19
Nov
19
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
Spend(%ofTotal)
Spend (% of Total)
Starting in August 2019, brands started investing in a new ad placement
option on Instagram – Instagram Explore.
Explore helps brands get visibility on
the search page, where users can
click on a promoted slideshow to go
to the brand’s posts with the option
to buy products directly on the
platform.

In five months, the percentage of
spend on Instagram Explore grew to
1.32%.
Marketers Exploring on
Instagram

Advertising
Facebook Marketplace Evolution
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
Spend(%ofTotal)
Spend (% of Total)
Facebook Marketplace

Spend Grew 80%

Another avenue that saw an increase in ad spend in Q4 2019 was
Facebook Marketplace.

Over the last year, ad spend on Marketplace grew from 0.72% in December
2018 to 1.31% at the end of 2019, an increase of more than 80%. There
was a large increase right at the end of 2019 – 1.08% in November to
1.31% in December – as marketers attempted to get in front of the eyes of
last-minute holiday shoppers.

Advertising
Mean Account's Objectives Distribution on Facebook
Distribution of Campaigns by Ad Objectives
Post Engagement
Link Clicks
Reach
Video Views
Conversion
Brand Awareness
Page Likes
Lead Generation
Product Catalog Sales
Others
23.8%
9.6%
16.4%
3.8%
1.8%
22.0%
5.7%
10.3%
2.7%
4.0%
Mean Account's Objectives Distribution on Instagram
Distribution of Campaigns by Ad Objectives
Link Clicks
Post Engagement
Reach
Conversions
Video views
Brand Awareness
Lead Generation
Product Catalog Sales
App Instals
Others
31.3%
8.8%
17.3%
2.3%
1.0%
20.4%
6.3%
9.5%
1.7%
1.4%
The breakdown of ad objectives on Facebook and Instagram in Q4 2019
shows that marketers’ goals varied slightly depending on which platform
they were using.

On Facebook, the main ad campaign objective was to boost post
engagement (23.8% of campaigns), followed closely by getting users to
click links (22%), and achieving a large reach (16.4%). Meanwhile on
Instagram, the top three objectives were the same but in a different order,
with link clicks the top priority (31.3%), followed by post engagement
(20.4%), and reach (17.3%).

Conversions, which is an important metric that ties social media efforts to
business goals, was the objective for just under 10% of all posts on both
platforms.

Instagram vs. Facebook

by Ad Objectives

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: All Ad Accounts Benchmark (FB and IG Aggregated); Source: Socialbakers data Trends Report | Q4 2019 9
Advertising
Mobile 96.1%
Desktop 3.9%
Share of Ad Impressions:
Mobile vs. Desktop
96.1% of paid ads were seen on mobile devices in Q4 2019, a figure that
continued to climb through the year (95.1% in Q2 and 95.8% in Q3).

Chart Time Range: January 01, 2019 - December 31, 2019; Sample: Ad Accounts Benchmark for Brands Globally; Source: Socialbakers data Trends Report | Q4 2019 10
Advertising
Brands Globally
Cost per Click by Device Platform
Desktop Mobile
2019
Q1
2019
Q2
2019
Q3
2019
Q4
0.00
0.05
0.10
0.15
0.20
0.25
0.30
CostperClick(inUSD)
The cost per click for both desktop (0.29 USD) and mobile (0.15) were
higher in Q4 2019 than at any other point in the year.

The lowest CPC costs of the year were in Q1 for mobile (0.13 USD) and in
Q3 for desktop (0.26 USD).

The CPC is expected to have a post-holiday decrease in Q1 2020.

Cost per Click Evolution

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: All Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q4 2019 11
Advertising
FB feed IG feed IG stories FB suggested video FB instream video
0
10
20
30
40
50
60
70
RelativeSpend(in%)
Relative Spend
(All)
Relative Spend by Platform Position - Top 5
0.00
0.50
1.00
1.50
2.00
CTR(in%)
CTR
(All)
CTR by Platform Position - Top 5 by Relative Spend
Highest Converting

Ad Placement Types
According to Socialbakers data, Facebook News Feed received 58% of
the relative ad spend in Q4 2019. That was by far the highest percentage,
although it was lower than in Q3 (62.3%).

The next two channels with the most ad spend were Instagram Feed and
Instagram Stories, which combined to receive 28.4% of the relative ad
spend.

Of the top 5 placements according to relative ad spend, Facebook Feed
was also the top performing ad placement according to click-through rate
(1.87%). However, two other areas of the platform – Facebook Suggested
Video and Instream Video – offered effective CTRs with very low relative
ad spend.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: All Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q4 2019 12
Advertising
0.00
0.50
1.00
1.50
2.00
2.50
CPCvs.CPM(inUSD)
Top 5 by Ad Placement
CPC and CPM by Ad Placement
CPC CPM
check out that report
here
Compared to Q3 2019, the cost per click (CPC) and cost per thousand
(CPM) increased across the board at the end of the year.

The highest CPM in Q4 was Facebook Instream Video (2.12 USD) while
the lowest was Facebook Suggested Video (0.71 USD). Facebook
Suggested Video also had the lowest CPC (0.095 USD), followed by
Facebook Feed (0.107 USD). Instagram Feed (0.617 USD) and Instagram
Stories (0.507) had the highest CPC.

For a full comparison to the costs in Q3 2019 costs,
.
Cost per Click and

Cost per Thousand

Chart Time Range: January 01, 2017 - December 31, 2019; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q4 2019 13
Advertising
Cost per Thousand (in USD)
Jan 17 May 17 Sep 17 Jan 18 May 18 Sep 18 Jan 19 May 19 Sep 19
0.00
0.50
1.00
1.50
2.00
CostperThousand(inUSD)
Median Ad Values
Cost per Thousand (in USD) in Brands Industry
Cost per Thousand

Evolution

Looking at the latest 2-year period, we can see that CPM has been volatile.
As the holiday campaigns increased, the CPM rose. However, following the
trend of previous years, it should decrease in Q1 2020.

Overall, the CPM was lower in 2019 than it was in 2018.

Chart Time Range: October 01, 2018 - December 31, 2019; Sample: Brands Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q4 2019 14
Advertising
0.00
0.03
0.05
0.08
0.10
0.12
0.15
CPC(inUSD)
CPC
(Brands)
Cost per Click on Facebook and Instagram
CTR
(Brands)
Click-Through Rate on Facebook and Instagram
0.00
0.20
0.40
0.60
0.80
1.00
1.20
CTR(in%)
Lowering cost per click remains a challenge for marketers. Following a
sharp post-holiday decrease in CPC, the median cost was on an upward
trend through the remainder of the year, reaching a high of 0.155 USD in
December 2019.

Then looking at click-through rate, after hitting 1.15% in January the CTR
mostly declined through 2019. It moved back up to 1.1% in November
before settling at 1.04% in December.

The Evolution of Cost per
Click and Click-Through
Rate

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 13,057 Facebook Brands Pages Worldwide; Source: Socialbakers data Trends Report | Q4 2019 15
Advertising
Total Spend on Posts

by Grade on Facebook
Almost a quarter of all promoted posts (23.4%) were graded as D content in
Q4 2019. Promoting lower-graded content offers a lower ROI compared to
rating highly-graded content (see details below).

By using MarTech or AI to help choose the right posts to boost, marketers
can significantly improve their ROI on social media. In Q4 2019, more than
60% of promoted posts were A+ or A quality.

The Socialbakers’ Post Grading AI

The Socialbakers AI automatically grades all Facebook and Instagram
content based on a number of engagement indicators and scores the post
quality ranging from A+ to D.

The variance in boosting an A+ vs. a D grade post is significant. According to
Socialbakers data, promoting A+ posts leads to 50% lower CPC, 20% lower
CPM, and 2.3x more interactions with the same reach.

Discover Grades
A+ 45.1%
D 23.4%
A 15.4%
B 8.9%
C 7.2%

Socialbakers’ advanced analytics tools improve
both the speed and accuracy of your analysis. Take
your marketing to the next level:
Optimize ad spend by letting AI tell you which posts to promote

Create custom rules for how you want AI to label your content

Access recommendations from the largest dataset in the industry

Speed Up the Entire
Measurement Process

With AI
TRY IT FOR FREE

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 6,859 Facebook Brand Ad Accounts With Purchase Info; $356mil Spend; Source: Socialbakers data Trends Report | Q4 2019 17
Advertising
Impressions
Clicks
Purchases
Clicks / Impressions
*100
1.58%

Purchases / Clicks
*100
0.32%

Socialbakers Data Reveals
Funnel Conversion Rate
Getting customers to go from just seeing content or information to then
clicking on it is a key goal for marketers. Even more important is getting
those clicks to turn into purchases.

According to Socialbakers data that looked at Facebook ad accounts
with purchase info available in Q4 2019, users went from impressions
to clicks 1.58% of the time. Those clicks then turned into impressions
0.32% of the time.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: Brands Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q4 2019 18
Advertising
Purchase / Click * 100
Click / Impression by Industries
Purchase / Click by Industries
Click / Impressions * 100
Looking closer at the funnel conversion rates, the industries that did the
best getting clicks from their impressions were Media and Magazines &
Journals, which achieved 5.07%. Accomodation was third at 2.58%.

Taking the next step, the industry with the best percentage of clicks to
purchases was Ecommerce at 1.38%. That probably shouldn’t be surprising
as that industry is tailor-made to complete purchases online.

The other industries that performed the best in this area were Retail Food
(0.53%), Telecom (0.49%), and Retail (0.48%).

Ads Funnel

by Industries

Advertising
Ad spend: Instagram rises but Facebook remains the leader

As in past quarters, ad spend on Instagram Stories continued its rapid
growth, although Facebook Feed remained the leader with 58.3% of total ad
spend. For the first time, Instagram Stories reached 10% of ad spend in the
second half of 2019.

Overall, the spend on Instagram Stories increased by 40% over the last year,
and by 91% over the last two years.

Other ad spend trends include the rise of Instagram Explore and Facebook
Marketplace as a destination for advertising dollars.

In its first five months, the percentage of ad spend on Instagram Explore
grew to 1.32%. And over the last year, ad spend on Facebook Marketplace
grew from 0.72% in December 2018 to 1.31% at the end of 2019, an
increase of more than 80%.
Funnel conversion rate: Revealing data from Socialbakers

For the first time, Socialbakers data has revealed the funnel conversion rate
for Facebook brand ad accounts with purchase info available. Brands were
able to turn impressions into clicks 1.58% of the time, and then those clicks
into purchases 0.32% of the time.

It will be interesting to monitor this information, including which industries
perform particularly well, in the coming year.

Paid and Funnel

Takeaways

Influencer

Marketing

Chart Time Range: October 01, 2018 - December 31, 2019; Sample: Instagram profiles associated with Brands Worldwide; Source: Socialbakers data Trends Report | Q4 2019 21
Influencer Marketing
Influencers
Evolution of #Ad Usage by Influencers
0
2,500
5,000
7,500
10,000
12,500
15,000
17,500
#AdUsage
#Ad Mentions

Increase 90%
In Q4 2019, the number of influencers using #Ad in their posts
skyrocketed by 90.5%. There was a large decrease at the start of the
quarter, but then in the holiday months of November and December
marketers really relied on this method.

The Socialbakers data factors in regional and other sponsored hashtags,
such as #sp, #paid, and #promo, as well as #Ad usage.

Influencers With

the Highest

Effectiveness Scores

In Q4 2019, the top influencers mentioning brands on Instagram were
ashley alexander, julie_bouza , and Johan Papz. Ashley Alexander
also appeared on this list last quarter at No. 6. Meanwhile, Johan Papz is
the first male influencer to crack the top 6 in 2019.
 
The Socialbakers influencer score measures their effectiveness based on
their interactions per 1,000 followers, the number of followers, and their
posting activity. These influencers’ interests include fashion, beauty, and
entertainment.

Check any influencer’s score

using the Socialbakers AI platform

GET STARTED

Walmart
Daniel
Wellington iDeal Of Sweden FashionNova.com
For the third straight quarter, the top brand Instagram profile in the world
associated with influencers was , which had 854 mentions from 619
influencers in Q4 2019.

Other profiles with successful influencer partnerships included
, , and .
Find influencers for your industry in seconds with the
Socialbakers platform

GET STARTED
Brands Mentioned by the
Most Influencers

Virgin Media Ireland
MyLASH Extensão De Cílios Sorriso Schwarzkopf Perú
The brand profile worldwide that had the best influencer marketing
efficiency in Q4 2019 was , which had a cooperation
efficiency of 99,017.17x. Other profiles that did well in this area include
, , and .

Cooperation Efficiency is the ratio of average interactions on an
influencer’s post mentioning the brand compared to a post published by the
brand itself.

Effective Influencer
Campaigns

Influencer marketing: No sign of slowing down

One trend that remained unchanged was the skyrocketing growth of
influencer marketing. In Q4 2019, the number of influencers using #Ad, or
the local language version, in their posts exploded by 90.5%.

For the third straight quarter, the top Instagram brand profile in the world
associated with influencers was Walmart, which had 854 mentions from
619 influencers in Q4 2019. Other profiles with successful influencer
partnerships included Daniel Wellington, iDeal Of Sweden, and
FashionNova.com.

Influencers

Takeaways

Finding the right influencers for your audience can
be as easy as clicking a button. AI analyzes and
finds the right influencers for you based on your
audience:
Instantly find top-performing influencers in any industry or region

Shortlist influencers that match your requirements

Easily monitor the impact of all your influencer campaigns

TRY IT FOR FREE
Discover the Right
Influencers for Your
Audience – Instantly

Socialbakers is the trusted social media management partner to thousands of
enterprise brands and SMBs. Leveraging the largest social media dataset in the
industry, Socialbakers’ unified marketing platform helps brands large and small
ensure their investment in social media is delivering measurable business
outcomes.

With over 2,500 clients across 100 countries, Socialbakers is the leading social
media management platform. Socialbakers has been a Facebook Marketing Partner
since 2011, a Pinterest Marketing Partner since 2017, and a LinkedIn Marketing
Partner since 2017.

Socialbakers was named in the 2018 Inc. 5000 list of the fastest-growing private
companies in Europe.

www.socialbakers.com

Organic

Engagement

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 29
Organic Engagement
Total Audience Total Posts Total Interactions
Organic Followers, Posts,
Interactions – Top 50 Brands
Based on the top 50 brand profiles worldwide, there was a notable change
in Q4 2019. For the first time, the total audience on Instagram surpassed
the total audience size on Facebook.

Additionally, the total interactions on Instagram were nearly 20 times bigger
than on Facebook.

The top 50 brands published more posts on Facebook, but the engagement
on those posts didn’t reach the numbers achieved on Instagram.

Chart Time Range: Otober 01, 2019 - December 31, 2019; Sample: 13,934 Instagram Profiles & 32,600 Facebook Pages of Brands with available insights; Source: Socialbakers data Trends Report | Q4 2019 30
Organic Engagement
Based on the Socialbakers data sample of profiles and pages with available
insights, women made up the majority of fans and followers on both
platforms in Q4 2019.

On Instagram, 58% of brand page followers were female, including the
majority of every age demographic. On Facebook, women made up 56.7%
of the total audience of page fans, although there were slightly more men in
the 18-24 age demographic.

Overall, the biggest audience by age on both platforms was 25-34, followed
by 35-44. These two groups made up 63.9% of all followers on Instagram
and 60.8% of Facebook page fans.

Audience

by Age and Gender

Instagram Profiles of Brands
Average Profile Followers Distribution by Age and Gender
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Page Followers by Age and Gender
13-17
18-24
25-34
35-44
45-54
55-64
65+
Male Female
Facebook Pages of Brands
Average Page Fans Distribution by Age and Gender
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Page Fans by Age and Gender
13-17
18-24
25-34
35-44
45-54
55-64
65+
Male Female

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 32,600 Facebook Pages of Brands with available insights; Source: Socialbakers data Trends Report | Q4 2019 31
Organic Engagement
Male Female
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
People Talking About the Page by Age and Gender
13-17
18-24
25-34
35-44
45-54
55-64
65+
Average Distribution of Storytellers by Age and Gender
Women Aged 25-34  
Are Largest Group Engaging

With Brands on Facebook

Similar to the overall page fans figures, the largest group of people
mentioning and interacting with brand pages in Q4 2019 was
women in the prime marketing demographic of 25-34.

Women

were
56.4% of the

total audience

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 32,600 Facebook Pages of Brands with available insights; Source: Socialbakers data Trends Report | Q4 2019 32
Organic Engagement
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Page Daily Reach by Age and Gender
13-17
18-24
25-34
35-44
45-54
55-64
65+
Male Female
Average Brands Reach by Age and Gender
In Q4 2019, brands on Facebook had the most reach with people between
the ages of 25-44, according to the Socialbakers data sample of pages with
available insights.

58.1% of the audiences engaging with brands were between the ages of
25-44, with 35% of that occurring in the range of 25-34.

In all of the age groups, women made up the majority of the audience.

Engagement on Facebook
by Age and Gender

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 33
Organic Engagement
Ecommerce 16.1%
Retail 13.0%
Fashion 8.0%
Services 7.6%
Electronics 5.9%
Auto 5.3%
Fmcg Food 5.2%
Finance 4.9%
Others 33.9%
Fashion 25.7%
Ecommerce 16.0%
Beauty 13.2%
Auto 10.3%
Retail 9.5%
Electronics 4.5%
Sporting Goods 4.1%
Services 3.5%
Others 13.2%
here
While the top three industries getting the most interactions on both
platforms remained the same in Q4 2019, there were some notable
changes in the engagement percentages this quarter.

Fashion, the top industry on Instagram, decreased by 19.4%, while the top
industry on Facebook, Ecommerce, decreased by 9.6%.

Meanwhile, Services increased by 66.7% on Instagram and on Facebook it
finished fourth with 7.6% of total interactions after not making the top eight
in the previous quarter.

Because there was a decrease in interactions in the top industries, the
Others category increased on both platforms. On Facebook it increased by
13.9%, while on Instagram it increased by 20.5%.

See the full Q3 2019 report .

Distribution of Interactions
Across Industries

Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 34
Organic Engagement
Nov
2018
Jan
2019
Mar
2019
May
2019
Jul
2019
Sep
2019
Nov
2019
0
20
40
60
80
100
RelativePostInteractions(max100)
Instagram Facebook
Looking at the 50 biggest profiles worldwide, the relative post interactions
for both Instagram and Facebook were lower in Q4 2019 than a year ago.

Facebook approached its relative peak for interactions during the summer
months, while Instagram improved slightly in December.

Chart Time Range: January 01, 2019 - December 31, 2019; Sample: 159,141 Facebook Brands Pages & 65,038 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 35
Organic Engagement
2019 Post Types Comparison

by Quarters

The overall distribution changed very little this year. On Instagram, there
was a small but noticeable trend of image going downward while video and
carousel increased throughout the year.

On Facebook, image was also the most common post type, averaging
70.2% of all posts from brand pages throughout the year. Video was the
second-most common on the platform, averaging 16.8% of all posts in Q4
and 16.3% throughout 2019.

Q1 Q2 Q3 Q4
Image Video Carousel
0
0.2
0.4
0.6
0.8
Instagram Distribution of Post Types
Image Video Link Status Live Video
0
0.2
0.4
0.6
0.8
Q1 Q2 Q3 Q4
Facebook Distribution of Post Types

Chart Time Range: April 01, 2019 - December 31, 2019; Sample: 143,646 Facebook Brands Pages Worldwide & 58,346 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 36
Organic Engagement
0 10 20 30 40
Status
Link
Video
Image
Live
Video
Q2 Q3 Q4
Facebook Organic Interactions by Post Type
0 25 50 75 100 125
Video
Image
Carousel
Q2 Q3 Q4
Instagram Organic Interactions by Post Type
Organic Performance of
Post Types on Facebook
and Instagram
After increasing median post interactions in Q3 2019, Facebook Live and
Instagram Video both decreased in Q4.

Looking at brand pages worldwide, Facebook Live decreased by 16 (40 to
24) and video on Instagram went down by 15 (87 to 72). Despite the
decrease, Facebook Live was still the most engaging post type on the
platform, followed by image (17.5) and video (14).

Meanwhile on Instagram, carousel continued to receive the most
interactions (126) and image was second (88). Despite its drop, Instagram
Video was about the same as it had been in Q2 2019 (72 vs. 71).

Organic Engagement
< 30s 30-60s > 60s
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
VideoCount(%ofTotal)
Horizontal Vertical
Horizontal vs. Vertical Videos
Video Count (% of Total)
Nearly 70% of Facebook Brand
Videos Are Horizontal
In Q4 2019, about 30% of video content on Facebook was vertical, but that
was mostly limited to short videos. In fact, vertical videos were more than
twice as likely to be short (20.8%) than last any longer than 30 seconds
(9.4%).

The most common video to appear was a horizontal video lasting more
than one minute. This suggests that when a video is long and engaging,
marketers believe that users don’t mind turning their phones to watch it.

Based on the data, marketers posted far more horizontal videos than
vertical ones, but which type of video performed better? See the next slides
to find out.

Organic Engagement
Horizontal vs. Vertical Videos
AVG Time Watched (% of Total Video Length)
< 30s 30-60s > 60s
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
VideoAVGTimeWatched(%ofTotalVideoLength)
Whether shot horizontally or vertically, viewers in Q4 2019 completed a
higher percentage of short videos than medium and long ones.

The results shouldn’t be surprising as marketers know that it’s difficult to
keep viewers’ attention. Audiences made it through nearly 30% of videos
that were less than 30 seconds long – 29.8% for vertical videos and 27%
for horizontal videos.

On the other hand, videos lasting longer than one minute were too much for
many people as viewers made it through less than 5% of the video – 4.8%
for vertical and 4.7% for horizontal.

Average Facebook Video
Watch Time: 4.57 Seconds

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 19,622 Facebook Brand Pages; Source: Socialbakers data Trends Report | Q4 2019 39
Organic Engagement
< 30s 30-60s > 60s
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
VideoViews30s(%ofTotalViews)
Horizontal Vertical
Vertical Videos

Pull Viewers In

According to Socialbakers data in Q4 2019, viewers on Facebook brand
pages were more likely to watch the first 30 seconds of a long video (> 60
seconds) than they were to watch the first 30 seconds of a medium-length
one (30-60 seconds).

The first 30s of long vertical videos were completed 16.4% of the time and
horizontal ones 13.4%, compared to 14.9% and 12.5% for medium-length
videos.

Videos shorter than 30 seconds were completed by far the most often
(29.9% for vertical and 22.2% for horizontal). Across the board, vertical
videos performed better than horizontal videos.

30s: The metric measures the view rate of the first 30 seconds of a video.
For videos shorter than 30 seconds, a complete view is achieved by
watching at least 97% of the video.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 173,766 Facebook Brands Pages Worldwide ; Source: Socialbakers data Trends Report | Q4 2019 40
Organic Engagement
Taking advantage of its iconic connection to Christmas,
Coca-Cola’s Poland page achieved the most engaging
Facebook post worldwide in Q4.

Their Live video amassed more than 1.8 million interactions
by asking fans to vote the final city its delivery truck would
visit during the holidays.

Equally impressive was Toyota’s global account, which
generated the 2nd and 3rd most engaging posts. Both
Toyota posts were promoted, and as an example of how
effective the right promoted post can be, the Land Cruiser
post garnered an additional 1.5 million interactions in early
2020.
The Most Engaging

Facebook Posts
Always on the right track.

.

#Hilux
TOYOTA
TOYOTA.Global
Interactions 1,749,219
3
Keep chasing the next summit.

.

#LandCruiser
TOYOTA
TOYOTA.Global
2
WIELKI FINAŁ NA ŻYWO!

#Brodnica - #Chorzele - #Choszczno
- #Drawno - #Ilawa - #KaliszPomorski
- #Lublin - #Miedzychod -
#Sandomierz - #Slawno

Coca - Cola
cocacolapoland
1

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 65,038 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q4 2019 41
Organic Engagement
top overall post
third overall post
post featuring
For the second quarter in a row, Netflix achieved the first
and third most engaging posts on Instagram.

The was a poster promoting the second
season of a popular series, while the was
a carousel of scenes from the upcoming sequel to a popular
movie.

Meanwhile, Calvin Klein received nearly 1.5 million
interactions for a Justin Bieber and his wife,
Hailey.

The Most Engaging
Instagram Post
oh my god lara jean covey, peter
kavinsky and john ambrose mcclaren
to all the boys: ps i still love you
premieres feb 12th
Netflix US
netflix
3
Matching in #MYCALVINS =
Relationship goals ️

⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀

@justinbieber and @haileybieber are
rocking the new all-over print
featuring our limited edition #CK50
logo treatment.
CALVIN KLEIN
Calvinklein
2
F***ing finally.
Netflix US
netflix
1

Organic Engagement
Audience: Instagram surpasses Facebook

For the first time, the total audience on Instagram surpassed the total
audience size on Facebook.

Additionally, the total interactions on Instagram were nearly 20 times larger
than those on Facebook. So, even though the top 50 brands published more
posts on Facebook, the engagement on those posts didn’t reach the
numbers that Instagram was able to achieve.

Format: Vertical videos pull viewers in

Marketers often wonder whether viewers prefer videos that were shot
horizontally or those that were shot vertically. Currently, about 70% of
videos on Facebook brand pages are shot horizontally.

But according to Q4 data from those Facebook brand pages, vertical videos
perform better than horizontal videos across the board. For videos shorter

Organic

Takeaways
than 30 seconds (which is the most popular video length), vertical videos
were completed by viewers 29.9% of the time, while horizontal videos were
completed 22.2% of the time.

Demographics: Women are dominant on social media

According to the Q4 2019 data, women made up the majority of fans and
followers of brand pages on both Instagram and Facebook.

On Instagram, 58% of brand page followers were female, comprising the
majority of every age demographic. On Facebook, women made up 56.7% of
the total audience of page fans, although there were slightly more men in the
18-24 age demographic.

Women were also the largest group of people mentioning and interacting
with brand pages in the prime marketing demographic of 25-34. Overall,
women represented 56.4% of the audience engaging with brands in Q4 2019.

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Examples
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Stories

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 13,899 Instagram profiles of brands worldwide. Total stories: 1,085,887; Source: Socialbakers data Trends Report | Q4 2019 45
Stories
Instagram Stories

vs. Feed Posts

In Q4 2019, according to Socialbakers data that analyzed brand accounts
worldwide, marketers published on average more Instagram Stories
(52.5%) than Feed posts.

The ad spend by placement (see next slide) suggests that Stories will
continue to grow as a format.

Instagram content of Brands Worldwide
Share of Stories
Stories 52.5%
Posts 47.5%

Stories
Instagram stories of Brands Worldwide
Types of Stories
Videos 52.0%
Image 48.0%
Videos More Common Than
Images on Instagram Stories
In Q4 2019, videos on average were a little more common than images in
the Instagram Stories of worldwide brands.

Videos appeared in the brands’ Stories 52% of the time, compared to 48%
for images.

Stories
Spend by Placement: Instagram Stories
0
2
4
6
8
10
Spend (% of Total)
Spend (% of Total)
Spend by Placement: Facebook Stories
0.00
0.10
0.20
0.30
0.40
Continuing an upward trend that began in the summer, the total percent of
ad spend on Instagram Stories reached 10% for the first time in Q4 2019.
Overall, the spend on Instagram Stories increased by 40% over the last
year and by 91% over the last two years.

Ad Spend on

Instagram Stories

The ad spend on Facebook Stories reached a high of 0.4% of the total
share in November 2019, before dropping at the end of Q4. While there was
a nearly steady increase over the last year, there remains an opportunity for
growth compared to the ad spend on Instagram Stories.
Ad Spend on

Facebook Stories

Stories
10 Industries With the Highest Rate
Tap Back Rate on Instagram Stories of Brands
Ecommerce Beverages Alcohol Home &
Living
FMCG
Corp.
Travel Household
G.
Beauty Fashion FMCG
Food
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
MedianTapBackRate
Median Tap Back Rate
Instagram Stories

Tap Backs

The industries that got the most viewers to tap back to rewatch
their Instagram Stories were Ecommerce and Beverages,  
tying with a median rate of 2.72%.

That was followed by Alcohol (2.66%), Home & Living (2.58%),
and FMCG Corporations (2.55%).

Tap Back Rate: The number of times a viewer tapped the left side
of the screen to rewatch the previous story.

Stories
Services FMCG
Food
FMCG
Corp.
Household
G.
Conglom. Software Industrial Healthcare Beverages Finance
0%
20%
40%
60%
80%
100%
MedianTapForwardRate
Median Tap Forward Rate
10 Industries With the Lowest Rate
Tap Forward Rate on Instagram Stories of Brands
Industries With Lowest

Tap Forward Rate

The industries that kept viewers’ attention the best in Q4 2019  
on Instagram Stories were Services, FMCG Food, and FMCG
Corporate.

Services had the lowest median tap forward rate (63.28%),  
which means that those stories were skipped the least. FMCG
Food (63.38%) and FMCG Corporate (64.38%) were close behind.

Tap Forward Rate: The number of times a viewer tapped  
the right side of the screen to go to the next story.

Stories
Home &
Living
Travel Conglom. Healthcare Retail
Food
Sporting
G.
Finance Industrial Fashion Retail
0%
20%
40%
60%
80%
100%
Stories
% Image Stories % Video Stories
10 Industries with highest % of image stories
Types of Stories
FMCG
Corp.
Beauty Airlines Telecom Alcohol Gambling Services Electronics Software FMCG
Food
0%
20%
40%
60%
80%
100%
Stories
% Image Stories % Video Stories
10 Industries with highest % of video stories
Types of Stories
In Q4 2019, the leading industry that used video in its Instagram Stories
was FMCG Corporate at 65.2%, followed by Beauty, Airlines, and Telecom,
which were all close to 60%.

Looking at the industries that posted the highest percentage of images in
Instagram Stories, Home & Living led the way with 56.3%. Travel and
Conglomerates were close behind at a little more than 55%, while Retail
had a near 50/50 split in its Stories.

Image or Video Stories

by Industries

Stories
Video Image
Median
Exit Rate
Median

Tap Forward Rate
Median

Tap Back Rate
0%
20%
40%
60%
80%
100%
%StoriesImpressions
% Actions from all impressions
Interactions on Instagram Stories of BrandsInside Instagram

Stories

According to Socialbakers data looking at worldwide brands on Instagram in
Q4 2019, images had a slightly lower median exit rate (6.2% compared to
6.7% for video) and a slightly higher tap back rate (3% compared to 2.6%).
Exit rate measures the percentage of viewers swiping down to return to the
main feed, and tap back rate measures the percentage of viewers tapping
the left side of the screen to rewatch a story.

Meanwhile, images had a higher tap forward rate (71.1% vs. 66.4% for
videos). This could mean that videos perform better, or the disparity could
be due to users being able to consume and skip images quicker than
videos.

Impressions: Total number of times the story has been seen.

Stories
Instagram Stories are an important format for brand communication.

In Q4 2019, according to Socialbakers data that analyzed brand accounts
worldwide, marketers published on average more Instagram Stories (52.5%)
than Feed posts.

As in past quarters, ad spend on Instagram Stories continued its rapid
growth. For the first time, Instagram Stories reached 10% of ad spend in the
second half of 2019. Overall, the spend on Instagram Stories increased by
40% over the last year, and by 91% over the last two years.

Median Tap Forward was the most frequent reaction to Stories with more
than 60% actions of all impressions. Median Tap Back and Median Exit Rate
created only a few percentage points of the total.

Stories

Takeaways

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your organic performance:
Every key Stories metric located in one platform

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Methodology

and Glossary
The Socialbakers quarterly trends report reflects the state of the
Socialbakers database during the quarter analyzed in the report (or if
an extended period is used - the state during that period). The data is
collected only once for the defined period.

The minimum threshold for the report to be generated is 50 Profiles
on Instagram and 50 Pages on Facebook for any given category.

Total interactions distribution at a minimum of 300

Internal Ads-Benchmarks at a minimum of 200 active
benchmarks for a region or industry

#AD hashtags at a minimum of 10 #AD hashtags per month in
the influencer section

Additional thresholds are applied for specific data sets:

Audience size:

Sum of all Followers (or Fans) of the profiles in the sample

Activity volume:

Sum of all posts published in given time period (stories are not

included)

User engagement:

Sum of all interactions on posts published in a given time period.

The bubble sizes are calculated for each metric separately in order to
compare each pair
of metrics between platforms

Organic means not promoted (not paid to be shown in the feed). We use
Socialbakers'
internal algorithm that detects with almost 100% accuracy
whether a post has been promoted or
not.

Cost per Click (CPC) or Impressions by Device Platform:

Median of given metric for all
available Ad Accounts. As an Ad Account

can be used on Facebook, Instagram in Messenger
or Audience Network,
data is for all platforms together.
Social media landscape

ADS

Reactions:

The sum of Like, Love, Haha, Wow, Sorry and Anger reactions on posts
published
by a Page on Facebook.

Interactions:

Interactions on Facebook are calculated as a sum of all Reactions,
Comments

and Shares on posts published by a Page. Interactions on Instagram are
calculated as a sum of
Likes and Comments on posts published by a Profile.

Median interactions in time:

Median value for profiles (pages) in the sample. The value is the

sum of Interactions gathered on posts published in a given month.

Relative median interactions in time:

Same as Median Interactions in time, but the values are
the ratios of the
maximum value in the given time period (separately for each platform).

Influencer:

Instagram business profile of a person followed by more than 1000 profiles.

Evolution of #AD Usage:

The total number of distinct Influencers who have posted #AD (or
available
local equivalent) aggregated by month. To be included, the post must contain
both the
#AD hashtag and a mention of a profile from the given region and
category.

Influencer's score:

The score represents influencer's relative performance in key metrics: the

sum of interactions, Interactions per 1000 followers, number of followers and
their posting
activity.

Top Influencers Mentioning {category} Profiles:

Ranking of influencers who mentioned at
least one profile from a given
category and region in the given time range. Influencers are not
filtered by
country and therefore may occur in multiple rankings.

influencers
Cost per Click (CPC) and Cost per mille (CPM) by Platform Position:

Median for all available
Ad accounts. Platform positions are different for
Facebook and Instagram. The chart shows only
the top 5 positions by
relative spend (see below).

Relative Spend by Platform Position:

Identifies on which positions the highest budget was
allocated. The data is
normalized (%) and shows the average distribution of an account's spend.

Click-Through Rate (CTR) by Platform Position:

CTR median values of the top 5 positions by
relative spend.
CPC, CPM and
Spend metrics are in USD.

Post grade:

Post grade is a metric provided exclusively by Socialbakers for performance

prediction and uses an A+ to D grading system to show how each post is
predicted to perform
based on the previous 72 hours organic performance.

APPENDIX

Influencer Marketing Efficiency:

Is the ratio of Interactions acquired on influencer's (e.g.
Hermione Granger)
post mentioning the profile (e.g. Hogwarts Express) compared to
post
published by the Hogwarts Express itself.

The higher the score is, the more efficient the cooperation. To be included in
the ranking, the
influencers posts must include both #AD (or local equivalent)
and a profile mention
(@Hogwarts_Express) to be displayed in the report
(transportation brands in the UK).

% Comments: the percentage of total interactions on comments

% Reactions: the percentage of total interactions on reactions

% Shares: the percentage of total interactions on shares

% Live Video: the percentage of all posts on live video posts

% Other Than Like: shows the percentage of reactions excluding like

reactions (love, haha,
wow, sorry, anger)

% Paid Media: percentage of all posts on promoted posts

Activity:

Average posts published by a profile on the platform in a given time period.

Community Size:

Average Fans/Followers/Subscribers count on the platform

Interactions:

Average Interactions per page received on posts published in the given
time
period

#AD Usage:

The total number of influencers who used #AD (or available local equivalent)
in
Instagram posts
Extended glossary available on Socialbakers website

Have a question regarding any

of the
data in the report?

Contact us at ask@socialbakers.com
socialbakers.com

Socialbakers social-media-trends-report-2020

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