While marketers in many countries are worried about a recession, there is also optimism regarding the business climate and marketing budgets.
Instagram’s global advertising revenue likely to outdo rivals in 2024
By our News Team | 2023
The social media platform’s ad revenue is up 25.8% year-on-year and is forecast to total US$71-billion for 2024.
Instagram, one of the many social media platforms impacted by the global dip in digital advertising spending, is making a stronger recovery than its competitors.
Warc Media, the international research and insights company, forecasts that Instagram’s advertising revenue will reach US$71-billion in 2024, driven by parent company Meta’s innovation with AI that will assist content recommendation and advertising automation processes.
Photo by Souvik Banerjee on Unsplash
There is also likely to be improved monetisation of Reels, Instagram’s short-form video product.
“The recovery of Meta’s ad business in 2023 has been one of the most notable media industry stories of the year,” says Alex Brownsell, Head of Content at Warc Media.
“Twelve months ago, commentators were warning of a ‘reckoning’ for Big Tech, with platforms like Instagram hurting from … Apple’s ATT policy (the company’s tougher user privacy framework) alongside a broader slowdown in digital ad investment.
Innovations are making a big difference
“What a difference a year makes. Buoyed by innovations in AI targeting helping it to offset the impact of ATT and improved monetisation of Reels, it is only a matter of time before Instagram surpasses its Meta stable mate Facebook to become the world’s largest social media platform by ad revenue,” Brownsell believes.
Warc forecasts that Instagram will post quarterly advertising revenues in Q4 2023 of $17.7-billion, up 25.8% year-on-year, and reach a total of $71-billion in revenue for the full 2024 year.
The company says the growing popularity of social commerce is moving Instagram closer to the point of purchase. The global retail category spend on Instagram will rise from a relatively low $3.2-billion in 2020, to almost three times that (a forecasted $9.1-billion) in 2024.
Warc’s report emphasises that Reels is key, as campaigns on Reels reach nearly twice the audience as those on TikTok. Nearly a third (30.4%) of consumers turn to Instagram when searching for brands, Warc says.
US industry body warns marketers to be vigilant as programmatic media is ‘complex’ and ‘can be non-transparent’.
Dentsu says big events like the Euro 2024 soccer finals and US presidential election will help to push up spending.
Look for transparency, check results of previous projects, and request an air-tight scope of partnership, advises industry expert.
AMC’s range of Short Courses is designed to complement the study and career-growth initiatives offered by our member countries.
More people also took advantage of deals to buy everyday items, rather than spending on big-ticket luxury goods.
Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
Data from 2008 recession indicates that, in another recession, the amount spent on higher-priced Fair Trade goods may actually increase.
Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.