The Future of Facebook Advertising PDF

The Future of Facebook and Instagram Advertising
New Data on Facebook and Instagram Ad Trends in North America,

Europe, Asia Pacific, and Latin America
&
02
Table of Contents
North America
Europe, Middle East, and Africa
Asia Pacific
North America - Facebook Trends
Europe/Middle East/Africa - Facebook Trends
Asia Pacific - Facebook Trends
Latin America - Facebook Trends
North America - Fast Facts
Europe/Middle East/Africa - Fast Facts
Asia Pacific - Fast Facts
Latin America - Fast Facts
North America - Instagram Trends
Latin America
03
Introduction
For marketers, using Facebooks paid tools to expand your reach is a no-brainer.
Facebook ads have plenty of great features that enable you to effectively target your posts
to a specific audience. This makes it easier to deliver content to the people that actually
want to see it.
Plus, Facebooks social endorsement and retargeting features help you build credibility
and relevance when users see and interact with your ads.
In return, your audience has the power to actually engage with your ads, keeping you accountable
for the quality of your content and the people you are targeting.
But getting your content to the right people isnt just about creating great content for your target
audience. You also need to understand your competitive market to effectively tailor your ad strategy.
In this ebook youll learn:

The latest trends in Facebook advertising for North America, Europe/Middle East/Africa,
Asia Pacific, and Latin America.
Which types of Facebook Ads are becoming more or less competitive in each market
based off of Click Through Rate (CTR), Cost Per Click (CPC) ad distribution, and budget.
What you, as a marketer, can do to outshine the competition and improve your ad campaigns
according to each trend.
Thats where Socialbakers comes in. Socialbakers is changing the way companies measure,
optimize, and get value from their social media presence. Learn more about how they can
help grow your business here.
In this ebook, Socialbakers leveraged their comprehensive social media data set to conduct
an analysis of over 4.5 million ads posted on Facebook and Instagram between January 2015
and February 2016. They teamed up with HubSpot, who have extensive knowledge of inbound
marketing, to deliver the latest in the world of social advertising.
Read on to learn about the latest ad trends and what you can do to improve your
ad campaign strategy.
North America Facebook Trends
04
05

#1 POST ENGAGEMENT ADS ARE BECOMING MORE VALUABLE FOR MARKETERS.
Why? Advertisers that are using post engagement ads have seen a 142% increase in CTR
between 2015 to 2016. At the same time, CPC has decreased by 83% and only 19% of all ads
are post engagement ads. This means the competition for post engagement ads isnt very high,
making post engagement ads more valuable.
Note: This trend has three graphs associated with it.

1. Facebook Post Engagement
CPC
1) North
Am. Facebook Post Engagement CPC
Post engagement ads are all about getting your audience to share and comment on your posts.
Given that these ads are becoming more valuable to marketers, now is a great time to start
making use of post engagement ads. Figure out what your most remarkable content is, and use
it to your advantage to expand your reach. Dont just spray and pray with your posts. Focus on
writing attention-grabbing headlines, and write posts for your target audience so that your ads
are directed towards their needs.
$0.16
16%
$0.14
14%
$0.12
12%
$0.10
10%
$0.08
8%
$0.06
6%
$0.04
4%
$0.02
2%
$0.00
0%
What marketers can do:
Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016
Jan 15
Feb 15
Apr 15
May 15
Jun 15
Jul 15
Aug 15
Sep 15
Oct 15
Nov 15
Dec 15
Jan 15
Feb 16
2. Facebook Post Engagement CTR
3. Facebook CTR
9.0%
900%
9.0%
900%
7.5%
750%
7.5%
750%
6.0%
600%
6.0%
600%
450%
4.5%
4.5%
450%
300%
3.0%
3.0%
300%
150%
1.5%
1.5%
150%
2) North Am. Facebook Post Engagement CTR
0%
0%
Jan15
2015 Feb
Feb 15
2015 Mar
2015
2015
Aug 2015
Oct
Nov15
2015 Dec
2016
2016
Jan
Apr2015
15 Apr
May
15 MayJun
15Jun 2015
Jul 15Jul 2015
Aug 15
SepSep
15 2015Oct
152015 Nov
Dec 2015
15 Jan
Jan
15 FebFeb
16
5) North Am. Facebook CTR

Feb-15
Feb-16
0%
0%
Mobile App
Installs
Page
Likes
Post
Engagement
Video
Views
Website
Clicks
Website
Conversions
06

#2 VIDEO ADS ARE INCREASING IN POPULARITY. AS THEY CONTINUE
TO INCREASE IN POPULARITY, CPC WILL INCREASE.
Why? Advertisers have increased the amount of their budget spent on video ads from 2015
to 2016 by 150%. As more advertisers use video ads, and their popularity increases, the CTR
advertisers see is decreasing. So far, the CPC has not yet increased, which often happens
as competition increases.
4. Video Views ads share of Facebook ad budget
4) North Am. % of Facebook budget on Video Views
Since CPC hasnt changed yet, now is the time to make use of video ads. Remember that
News Feed videos start playing silently automatically, so be sure to tell a compelling story
that works both silently/with closed captioning and with sound. Focus on grabbing your
audiences attention within the first few seconds to entice viewers as they scroll through
their News Feeds.
25%
20%
15%
10%
5%
0%
Jan 2014
Jan 14
Mar 2014
Mar 14
May 2014
May 14
Jul 2014
Jul 14
Sep 2014
Sep 14
Nov 2014
Nov 14
Jan 2015 Mar 2015 May 2015 Jul 2015 Sep 2015 Nov 2015 Jan 2016
Jan 15
Mar 15
May 15
Jul 15
Sep 15
Nov 15
Jan 16
07
The Future of Facebook Advertising
The CTR for Video Views

on Facebook decreased by 13%
from February 2015 to February 2016.
The CPC for Video Views on Facebook

did not change from February 2015
to February 2016.

#3 PAGE LIKE CAMPAIGNS ARE BECOMING LESS POPULAR AND LESS
EXPENSIVE FOR MARKETERS.
Why? CPC on Page Like campaigns have decreased 33% and the amount advertisers
are budgeting for Page Like campaigns have decreased by 70%.
7. Facebook Page Like CPC 7) North Am. Facebook Page Like CPC
$0.30
30%
$0.25
25%
The Facebook ad spend distribution for Page Likes
$0.2
20%
decreased by 70% from February 2015 to February
15%
$0.15
2016. As more Page Like ads have saturated peoples
10%
$0.1
News Feeds, CPC on these ads have decreased.
5%
$0.5
0%
$0
Jan
2015
201515May Jun
201515Jun 2015
Aug 2015
Nov
Dec15
2015 Jan
Jan 15
2016 Feb
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
Jul 15Jul 2015
Aug 15
SepSep
15 2015
OctOct
152015Nov
152015 Dec
Feb2016
16

As more Page Like ads have saturated peoples News Feeds, CTR on these ads have decreased.
Just because CPC is going down, doesnt mean marketers should use more of these ads.
Instead, use Page Like ads to retarget users who have previously engaged with your content.
10
North America Fast Facts
11
North America Fast Facts

In February 2016, Website Conversion ads made up 39% of all ads on Facebook,
and 39% of total spend.
Budget allocation for Website Conversion ads increased by 50% in one year.
Budget allocation for Post Engagement ads decreased by 60%
Budget allocation for Page Like ads decreased by 70%.
Budget allocation for Video ads increased by 150%.
Mobile App Installs and Website Conversions ads are significantly more
expensive than other ad types.
Post Engagement ads are currently the least expensive ads.
Except for Mobile App Installs and Post Engagement ads, most CPC rates
have remained steady over the last year.
Only 3% of budget is spent on Page Like ads.
Less than 1% of advertisers budget is spent on Lead Generation ads.
12% of budget is spent on Video View ads, up from 8% the previous year.
Advertisers are spending most of their budget on Website Conversions.
12
North America Instagram Trends
13
North America Instagram Trends

#1 INSTAGRAM ADS ARE SLOWLY BECOMING MAINSTREAM IN NORTH AMERICA
AND COMPETITION IS INCREASING.
Why? CPC on Instagram is rapidly increasing since these ads became popular in late 2015.
Additionally, average CTR has decreased significantly over the last few months.
9. Instagram average CPC
10. Instagram CTR
9) North Am. Instagram average CPC
10) North Am. Instagram CTR
2.0%
200%
400%
$4
$3.2
320%
150%
1.5%
$2.4
240%
100%
1.0%
$1.6
160%
50%
0.5%
$0.8
80%
$0
0%
AugAugust
15
September
Sep
15
October
Oct
15
November
Nov
15
December
Dec 15
January
Jan
16
February
Feb 16
0%
0%
August
Aug
15

With any increase in competition, marketers must become smarter with their ads. Improved targeting and ad creative is a must.
Always make sure your ads on Instagram include a high quality Instagram-appropriate image, a value proposition, and a clear
CTA. Try out different types of posts for your ads motivational, contests, product-centric, etc. and be sure to share a story
with your ad thatll captivate your audience.
September
Sep
15
October
Oct
15
November
Nov 15
December
Dec 15
January
Jan 16
February
Feb 16
14
Europe/Middle East/Africa
Facebook Trends
15
16
Europe/Middle East/Africa Facebook Trends

#1 VIDEO ADS ARE BECOMING A LESS ENGAGING AD UNIT
Why? Video ads are seeing a decrease in CTR by 57%. There has been a steady decline
in click-through on video ads in Europe/Middle East/Africa due to a saturated market
and less engaging ads.
11. Facebook Video Views CTR
10) EMEA Facebook Video Views CTR
Work on engaging your audience with video ads by capturing their attention in the first few seconds,
telling your story with and without sound, and creating your video story for your audience. Be sure
to focus on creating quality video ads without relying too much on long-length videos.
6%
600%
5%
500%
4%
400%
3%
300%
2%
200%
100%
1%
0%
0%
Jan 15
2015 Feb
2015
2015
Aug 2015
Nov
2015 Dec
Dec15
2015 Jan 2016
Jan
Feb2015
15 Mar
Apr2015
15 AprMay
15 MayJun
15Jun 2015
Jul 15Jul 2015
Aug 15
SepSep
15 2015
OctOct
152015Nov
15
15 Feb
Feb2016
16
17

#2 POST ENGAGEMENT ADS ARE BECOMING LESS POPULAR AND SEEING DECREASING COMPETITION.
Why? Advertisers are spending 30% less on post engagement ads, but the amount of post
engagement ads is slightly increasing (by 26%), suggesting their lower cost is allowing more
advertisers to try them out.
As an aggregate, advertisers are using this type of ad unit more, and spending less of their
budget. This suggests these ads have become a more popular, less expensive way to advertise
on Facebook.
11. Facebook Post Engagement total share of budget
12. Facebook Post Engagement

CTR
12) EMEA Facebook Post Engagement CTR
40%
5.0%
500%
11) EMEA Facebook Post Engagement total spend of budget
4.0%
400%
30%
3.0%
300%
20%
2.0%
200%
10%
0%
1.0%
100%
Jan-14
Jan 14
Jun-14
Jun
14
Nov-14
Nov
14
Apr-15
Apr
15
Sep-15
Sep 15
Feb-16
Feb
16
0%
Jan
2015
201515May Jun
201515Jun 2015
Jul 2015
Oct
Nov15
2015 Dec
Dec 15
2015 Jan
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
Jul 15
Aug Aug
15 2015
SepSep
15 2015Oct
152015 Nov
Jan2016
15 Feb
Feb2016
16

Try out different types of post engagement ads and different targeting features to see what works well for your business. Dont forget to use Facebooks social endorsement
feature -- which shows users which friends have already Liked your Page or post to help prove your brands social credibility and expand your reach.
18

#3 VIDEO ADS ARE BECOMING INCREASINGLY MORE POPULAR.
Why? As of January 2016, they were 15% of all ads on Facebook, which was a 1400% yearon-year increase. Video ads are also a larger portion of marketers budgets, surpassing 25%
of total budget in February 2016.
13. Facebook Video13)
Views
share
of ad format
EMEA
Facebook
Video Views total distribution of ads
14. Facebook Video Views

share of ad budget
14) EMEA Facebook Video Views total ad spend
20%
40%
15%
30%
10%
20%
5%
10%
0%
Jan2014
14
Jan
Jun2014
14
Jun
Nov2014
14
Nov
Apr2015
15
Apr
Sep 2015
15
Sep
16
Feb 2016
0%
Jan2014
14
Jan
Jun2014
14
Jun
Nov2014
14
Nov
Apr2015
15
Apr

The more video ads there are out there, the more youll have to compete for your audiences attention. This means focusing on creating high-quality videos that grab users
attention is crucial. Create videos for your target audience, which will help you effectively use Facebooks targeting features in conjunction with the story youre sharing.
Sep 2015
15
Sep
Feb 16
2016

#4 WEBSITE CLICK ADS ARE BECOMING MORE POPULAR.
Why? Ads with a website clicks goal are increasing in CTR (by 116%), and advertisers are using
a slightly larger portion of their budget for website clicks (3.5% increase over the last two years).
15. Facebook Website Clicks

CTR
15) EMEA Facebook Website Clicks CTR
Just because website click ads are becoming more popular doesnt mean you should overuse
them. Try not to use website click campaigns to target users that meet your target criteria,
and use them in your retargeting campaigns. This will help remind those users who have been
to your website previously to keep coming back.
1.6%
160%
1.2%
120%
0.8%
80%
0.4%
40%
0%
0%
Jan 2015
2015
2015
201515Jun 2015
Nov15
2015 Dec
Dec 15
2015 Jan
Jan
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
15MayJun
Jul 15Jul 2015
Aug Aug
15 2015
SepSep
15 2015OctOct
152015Nov
Jan 2016
15 Feb
Feb2016
16
19
Europe/Middle East/Africa
Fast Facts
20
Europe/Middle East/Africa Fast Facts

Post Engagement ads increased in popularity by 70% from February 2015 to February 2016.
Website Conversion ads decreased in total ad distribution from 43% of total ads to 19% in 2016.
Video ads increased dramatically in total ad distribution, from 1% of total ads to 11% in 2016.
35% of all ads in Europe/Middle East/Africa are Post Engagement ads.
From 2015 to 2016, advertisers shifted budget to Video ads and away from page like
and post engagement ads.
The amount of total budget spent on Video ads increased by 200%.
Video View ads make up 28% of advertisers budgets.
Website Click ads make up 30% of advertisers budgets.
CPC for Video ads increased by 60%, from $.05 to $.08.
Website Clicks CPC decreased by 39%.
Video Views CTR decreased by 57%
Ads that take users away from Facebook Website Conversion and Website Clicks
make up 40% of total ads.
Except for Video Views and website clicks, CPC has remained mostly steady over
the last 12 months on other ad types.
21
Asia Pacific Facebook Trends
22

#1 FEWER ADVERTISERS ARE USING MOBILE APP INSTALL CAMPAIGNS,
SUGGESTING A LESS CROWDED MARKET.
Why? Advertisers are using Mobile App Install ads 66% less than they did in the previous
year. Weve also seen a 43% decrease in budget for Mobile App Install ads. Both of these
trends suggest advertisers are simply using fewer mobile app ads despite the fact that
CTR has actually increased by 34%.
16. Facebook Mobile 16)

AppAPAC
Installs
share Mobile
of ad format
Facebook
App Installs ad distribution
75%
75%
With less competition for mobile app install ads and increasing CTR, marketers who
want to increase their mobile app installs should take advantage of the increase in CTR.
Make sure to effectively target the persona youre actively trying to reach.
60%
60%
45%
45%
30%
30%
15%
15%
0%
0%
Jan2014
14
Jan
Jun2014
14
Jun
Nov2014
14
Nov
Apr 2015
15
Apr
Sep 2015
15
Sep
Feb 16
2016
23
24
APACCTR
Facebook Mobile App Installs CTR
17. Facebook Mobile App 17)
Installs
18. Mobile App Installs share of ad spend
1.6%
160%
25%
25%
18) APAC Mobile App Installs spend
20%
20%
1.2%
120%
15%
15%
0.8%
80%
10%
10%
0.4%
40%
0%
0%
5%
5%
Jan
2015
2015
201515Jun 2015
Nov15
2015 Dec
Dec 15
2015 Jan
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
15MayJun
Jul 15Jul 2015
Aug Aug
15 2015
SepSep
15 2015OctOct
152015Nov
Jan 2016
15 Feb
Feb2016
16
Asia Pacific Facebook Mobile App Installs CTR increased by 35%

from February 2015 to February 2016.
0%
0%
Jan15
2015 Feb
Feb 15
2015 Mar
2015
2015
2015
Sep 2015
Oct 2015
Jan15
2016 Feb
Feb16
2016
Jan
Apr 2015
15 Apr
May
15 May
Jun
15 Jun Jul
15 Jul 2015
Aug 15Aug 2015
Sep 15
Oct 15
NovNov
15 2015
DecDec
152015Jan
Brand Awareness
Canvas App Engagement
Canvas App Installs

Event Responses
Lead Generation
Mobile App Installs
Mobile App Engagement
Mobile App Installs decreased by 42% from February 2015 to February 2016.
25

#2 VIDEO ADS BECOME MORE POPULAR IN ASIA PACIFIC
Why? This year, advertisers increased their budget for video ads by 275%. This increase
in budget may have spiked an increase in competition, because CTR started decreasing.

20) APAC Facebook Video Views CTR
7.5%
750%
Video Ad spend increased
on Facebook
by 275% from February 2015 to February 2016.
6.0%
600%
4.5%
450%
3.0%
300%
1.5%
150%
0%
Jan 15
Feb2015
15 Mar
Apr
15 AprMay
15MayJun
Jul 15Jul 2015
Aug Aug
15 2015
SepSep
15 2015OctOct
152015Nov
Jan 2016
15 Feb
Feb2016
16
2015 Feb
2015
2015
201515Jun 2015
Nov15
2015 Dec
Dec 15
2015 Jan

With competition increasing and CTR decreasing, marketers should hold back a bit on the quantity of video ads used. Repurpose former video ads into new types of content and try creating
post engagement ads for them instead. When you do use video ads, make sure youre only using high quality videos that successfully capture your audiences attention from the get-go.
26

#3 WEBSITE CLICK ADS ARE INCREASING IN POPULARITY.
Why? Advertisers are increasing their use of Website Click Ads, and have increased total
budget allowance by 29% since February 2016. The ads are also becoming more successful,
with an increase in CTR of 1.01% since February 2016.
21. Facebook Website21)

Clicks
of adWebsite
spend Clicks spend distribution
APACshare
Facebook
22. Facebook Website Clicks

CTR
22)
APAC Facebook Website Clicks CTR
30%
250%
2.5%
25%
2.0%
200%
20%
1.5%
150%
15%
1.0%
100%
10%
0.5%
50%
5%
0%
0%
Jan
2015
2015
201515Jun 2015
Aug 2015
Nov
Dec15
2015 Jan
Jan 15
2016 Feb
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
15May Jun
Jul 15Jul 2015
Aug 15
SepSep
15 2015
OctOct
152015Nov
152015 Dec
Feb 2016
16
0%
Jan
Feb2015
15 Mar
Apr2015
15 AprMay
15 MayJun
15Jun 2015
Jul 15Jul 2015
Aug 15
SepSep
15 2015
OctOct
152015Nov
15
15 Feb
Feb2016
16
Jan 15
2015 Feb
2015
2015
Aug 2015
Nov
2015 Dec
Dec15
2015 Jan 2016

Make use of website click ads to expand your audience and retarget users who have previously come to your website.
Play around with different CTAs and descriptions on your ads to find out which types of ads work best for your audience.
27

#4 PAGE LIKE ADS ARE A LESS EFFECTIVE AD UNIT.
Why? CTR has decreased by 13% and the cost to buy these ads has increased by 85%. This
suggests that Page Like ads are becoming slightly less effective and more expensive, making
them less valuable to marketers.
23. Facebook Page Likes CPC23) APAC Facebook Page Likes CPC
24. Asia Pacific Facebook Page

24)Likes
APACCTR
Facebook Page Likes CTR
$2.0
20%
400%
4.0%
$1.6
16%
3.0%
300%
$1.2
12%
2.0%
200%
$0.8
8%
1.0%
100%
4%
$0.4
0%
$0
Jan
2015
2015
201515Jun 2015
Aug 2015
Nov
Dec15
2015 Jan
Jan 15
2016 Feb
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
15MayJun
Jul 15Jul 2015
Aug 15
Sep Sep
15 2015
OctOct
152015Nov
152015Dec
Feb 2016
16
0%
Jan
2015
201515May Jun
201515Jun 2015
Jul 2015
Oct
Nov15
2015 Dec 15
2015 Jan
2016
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
Jul 15
Aug Aug
15 2015
SepSep
152015Oct
152015 Nov
Jan2016
15 Feb
Feb
16

What marketers can do: Dont rely too heavily on ads to increase your audience. Focus on generating organic Page Likes by making use
of more successful ads like post engagement and website clickthrough ads instead.
Asia Pacific Fast Facts
28
Asia Pacific Fast Facts

Website Conversions ads increased in CPC by 73%.
CTR for Post Engagement ads increased by 50%.
Budget allocation for Video View ads increased by 275%.
Budget allocation for Mobile App installs decreased by 43%.
Budget allocation for Page Like ads decreased by 45%.
Post Engagement ads made up 24% of all ad campaigns.
Mobile App Installs made up 20% of all ad campaigns.
We will see an increase in Video Views over the next year
as people start using the budget they are increasingly allocating.
Website Conversions made up 23% of all ad campaigns.
Website Clicks made up 10% of all ad campaigns.
Budget allocation for Website Conversions increased by 20%.
29
Latin America Facebook Trends
30
31

#1 PAGE LIKE ADS HAVE BECOME LESS POPULAR.
Why? Page Like ads make up less of the overall ad distribution (60% decrease year-on-year),
and marketers have spent 44% less on them. This decrease in popularity for Page Like ads
may mean theres a decrease in overall competition for these ads.
25. Facebook Page Likes share
of adFacebook
format Page Likes distribution
25) LATAM
26. Facebook Page Likes

of Facebook
ad budgetPage Likes spend of budget
26)share
LATAM
30%
30%
16%
12%
20%
20%
8%
10%
10%
4%
0%
0%
Jan
2015
201515Jun 2015
Aug 2015
Nov
Dec15
2015 Jan
Jan 15
2016 Feb
Jan 2015
15 Feb
Feb2015
15 Mar
Apr2015
15 AprMay
15MayJun
Jul 15Jul 2015
Aug 15
Sep Sep
15 2015
OctOct
15 2015Nov
152015Dec
Feb 2016
16
0%
Jan15
2015 Feb 15
2015 Mar
2015
2015
2015
Aug 2015
Sep 2015
Oct 2015
Dec
Jan15
2016 Feb
Feb16
2016
Jan
Apr 2015
15 Apr
May
15 May
Jun
15 Jun Jul
15 Jul 2015
Aug 15
Sep 15
Oct 15
NovNov
15 2015
Dec
152015Jan

Since the market isnt saturated with Page Like ads, now might be a good time to expand your budget for these ads if one of your goals is to increase your Fan base. Make sure to effectively use
Facebooks targeting features to only advertise to those users who are the best fit for your product. Use recognizable branded images and slogans for recognizability.
32

#2 VIDEO ADS ARE BECOMING MORE POPULAR.
Why? Theres been a 250% increase in video ad campaigns year-on-year and video ad distribution
has increased from just 1% of all Facebook ads to 8% over the last 14 months. At the same time,
CTR has decreased slightly, which is consistent with more advertisers using the ad unit.
27. Facebook Video Views
ad format
27) share
LATAMofFacebook
Video Views ad distribution

28) LATAM Facebook Video Views CTR
10%
10%
3.0%
300%
2.5%
250%
8%
2.0%
200%
6%
1.5%
150%
4%
1.0%
100%
2%
0%
0.5%
50%
0%
Jan
2015
201515May Jun
201515Jun 2015
Aug 2015
Nov
Dec15
2015 Jan 15
2016 Feb
Jan2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
Jul 15Jul 2015
Aug 15
SepSep
15 2015
OctOct
152015Nov
152015 Dec
Feb2016
16
Jan
2015
201515May Jun
201515Jun 2015
Jul 2015
Oct
Nov15
2015 Dec
Dec 15
2015 Jan
2016
Jan 2015
15 Feb
Feb2015
15 Mar
Apr
15 AprMay
Jul 15
Aug Aug
15 2015
SepSep
152015Oct
152015 Nov
Jan2016
15 Feb
Feb
16

Save your best videos with the best messages for your video ads, and focus on making them stand out from the crowd. As video ads become more popular, your audiences News
Feeds can become overcrowded with them. Dont forget to use high quality video practices to capture your audiences attention.
Latin America Fast Facts
33
Latin America Fast Facts

Advertisers increased their budget for Video Views by 36%
Advertisers increased their budget for Website Clicks by 33%
Advertisers decreased their budget for Post Engagement ads by 23%
Post Engagement ads increased by 37% in total ad distribution.
Page Like ads decreased by 56% in total ad distribution.
Video Views increased by 250% in total ad distribution.
The top 3 ad formats people are using the most are Post Engagement ads (49% of ad distribution),
Website Clicks (14% of ad distribution), and Website Conversions (12% of ad distribution).
The top 3 ad formats people are spending the most on are Post Engagement ads (28% of budget),
Video Views (27% of budget), and Website Clicks (21% of budget).
34
CONCLUSION
Each region has different preferences and standards for Facebook advertising. What works
for advertisers in Latin America isnt necessarily going to work for advertisers in Asia Pacific.
As a marketer, your job is to take these trends and use them to tailor your Facebook ad campaign
strategy accordingly.
If the trends are saying that theres an increase in competition, think about and research ways to
stand out from the crowd. If one ad is decreasing in popularity, think about ways to use those ads
in unique ways (like retargeting campaigns or using social credibility options to boost your ads).
Overall, one trend is clear: with over 1.59 billion Facebook users worldwide, coupled with a wealth
of targeting and creative options, Facebook ads are an incredibly valuable tool that you can use
to expand and engage with your audiences. Use this data analysis to help you improve you ad
strategy no matter who your audience is worldwide.
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The Future of Facebook and Instagram Advertising

New Data on Facebook and Instagram Ad Trends in North America,

The Future of Facebook and Instagram Advertising

Europe, Middle East, and Africa

North America - Facebook Trends

Europe/Middle East/Africa - Facebook Trends

Asia Pacific - Facebook Trends

Latin America - Facebook Trends

North America - Fast Facts

Europe/Middle East/Africa - Fast Facts

Asia Pacific - Fast Facts

Latin America - Fast Facts

North America - Instagram Trends

The Future of Facebook and Instagram Advertising

In this ebook youll learn:

The Future of Facebook and Instagram Advertising

North America Facebook Trends

The Future of Facebook and Instagram Advertising

North America Facebook Trends

Note: This trend has three graphs associated with it.

What marketers can do:

The Future of Facebook and Instagram Advertising

North America Facebook Trends

2. Facebook Post Engagement CTR

2) North Am. Facebook Post Engagement CTR

5) North Am. Facebook CTR

The Future of Facebook and Instagram Advertising

North America Facebook Trends

4. Video Views ads share of Facebook ad budget

4) North Am. % of Facebook budget on Video Views

What marketers can do: