On the other hand, just as advertising investment increased considerably, the same happened with the cost of said ads, which has remained on an upward trend, reaching a cost per click of $0.18 at the end of this quarter, compared to the value of $0.08 presented during the same period in 2020. Despite this increase, the CTR, click-through rate, remained practically unchanged, staying above 1% for most of the time between the two quarters.
According to the data presented in the report, the Facebook feed obtained 54.6% of the total advertising investment of both networks , as we can see in the image, showing a decrease of 2% compared to the same period in 2020.
Instagram, although behind, remains the second option for ad spending with 16.9% directed to its feed, and 10.6% to its stories. Likewise, Instagram maintains a clear supremacy in another aspect of belgium business email database great importance within this panorama of advertising on social networks: interaction.
Thus, the social network dedicated to publishing images has a higher level of interaction than Facebook. Based on data from Emplifi, the social network achieved 6.4 times more interactions , likes, comments and shares than Facebook during this quarter, widening the gap compared to the previous year. In terms of the number of followers and the number of posts, both networks remained in similar conditions, with a slight dominance by Instagram.
On the other hand, FB Live videos have the highest proportion of organic interactions, although they only represent 0.7% of the platform's posts. A minimal amount compared to the 72.5% represented by images in Facebook posts.