The “State of Social Media and CX” study from Emplifi was released in Q3 2021, and it includes crucial information on social media ad spend, organic social media brand activities, and CX trends.
“While it’s true brands are having to invest more of their advertising dollars to reach consumers across social media platforms, there are still massive opportunities for B2C advertisers when it comes to using Live video within their social media marketing and social commerce initiatives. The Middle East market has seen a perpetual growth in the online space, particularly in the past few years” said Emplifi CMO Zarnaz Arlia.
He added, “Live video experiences on Facebook and Instagram are giving advertisers a new and fresh way to connect with their primary audiences, offering real-time conversation capabilities that drive measurable eCommerce gains. While some Middle Eastern brands are experimenting with Live, the format remains underutilized across the region.”
“Consumers want a seamless shopping experience, from product discovery through purchase. Social commerce enables brands to sell their products directly in an app where the consumer is already shopping. The brands that understand the value in meeting customers where they are — on social platforms — will gain a significant competitive edge in the coming months,” said Arlia.
“This is especially true for the brands that enable features like Live video to create more impactful experiences, and integrate sophisticated CX tools to elevate and enhance the customer journey,” added Arlia.
According to the most recent data from Emplifi, ad spend on Facebook and Instagram in the Middle East grew 33.32 percent year over year (YoY) in Q3, and 7.38 percent between Q2 and Q3. While global ad spend on Facebook and Instagram increased 43.4 percent year over year in the third quarter of 2021, owing to a 10.5 percent increase from Q2 to Q3.
The findings in Emplifi’s analysis cover both sponsored and organic social media analytics, including CPC, CTR, and ad spend allocation by placement. Trends are categorised by geographic regions and industry. The paper examines brand engagement on Facebook using hashtags, post kinds, influencer marketing data, and brand reaction times.
Brand spending on Facebook’s News Feed was 21.48 percentage points greater than brand spending on Instagram’s News Feed in the Middle East. Marketers’ increased investment in Facebook ads is a clear indicator of the times, with ad expenditure related to the lodging industry increasing by 94 percent year over year as countries reopen their borders and travel resumes across the globe.
Etihad Airways had the best performing Facebook post, with 1,605,310 engagements, and Emirates had the best performing Instagram post, with 402,479 interactions for their Burj Khalifa stunt.
In terms of total interactions of brand pages on Facebook, the retail category (19.2 percent) led the way, while on Instagram, the eCommerce sector (26.9%) led the way for total interactions of brand profiles on the site.
Advertising costs continued to rise as ad expenditure grew, with Cost-Per-Clicks (CPCs) reaching their highest level since late 2020. In the Middle East, Facebook Instream Video had the highest CPC, while Facebook Video posts, Facebook News Feed, and Instagram Stories.
Meanwhile, since this time last year, marketers’ Click-Through-Rates (CTRs) have remained constant, with only minor changes. According to Emplifi’s research, Facebook ad reach increased by 3.7 percent year over year, a small increase but a significant improvement over the 12.4 percent decline revealed last quarter.
Facebook Instream Live Videos by brands created three times more engagement with fans and followers than other sorts of postings internationally, according to one of the most interesting findings on the organic side of social media trends.
According to Emplifi’s statistics, Facebook Instream Video and Facebook News Feed are the most effective ad placements in terms of CTR for both Facebook and Instagram advertisements, which is important information for any brand wanting to boost their social commerce efforts. In comparison to other industries, brands in the beauty, casino, and eCommerce areas generate the most comments and interactions when they go Live on Facebook.
Overall, Emplifi discovered that organic social media engagement patterns are changing, as consumers increasingly rely on social media for customer service. As a result, firms are reducing the time it takes to respond to customer support requests received through social media. According to Emplifi’s statistics, numerous industries increased their Facebook response times in Q3 — a significant step forward as more consumers rely on their social media accounts for customer service.
