Year after year, Facebook continues to be one of the favorite channels of marketers thanks to its wide reach and the many possibilities of Facebook Ads. But that does not mean that we continue to do the same type of marketing on Facebook, since the behavior of users and brands is evolving. Keeping up with Facebook trends is essential for our marketing to be effective. In order to prepare you for what is coming in 2022, in this Phone Number List article we share the main conclusions of the Emplifi State of social media and CX Q2 2021 study . Do not miss it! Do you want to better reach your potential audience and generate sales? Click here and download the ebook: How to develop your strategy on Facebook & Instagram Ads . Facebook trends for your strategy Organic Facebook Trends in 2021 1) The engagement gap between Facebook and Instagram is expandingIn the second quarter of 2020, the total number of interactions (likes and comments) generated by brands on Instagram was 5.2 times higher than that of interactions on Facebook. In the second quarter of 2021, the difference increased, as interactions on Instagram were 6.4 times higher .
In both networks, the number of interactions per post has been decreasing since the third quarter of 2020. 2) Images are successful on both Facebook and Instagram If we analyze brand profiles worldwide, images account for 72.5% of Facebook content and 61.2% of Instagram content. The second most popular format on Facebook is video (16.5%), followed by links (9.4%), status updates (0.9%) and Facebook Live videos (0.7 %). It should be noted that despite its low use, live videos are the ones that achieve the highest number of organic interactions. On Instagram, the second most popular format is video (19.8% of posts), followed by carousel (19%), which can include both images and videos. 3) IGTV is more effective at generating engagement than standard video postsSince the launch of IGTV , the Instagram app has added multiple integrations to increase views and interactions, such as including IGTV content on the Explore tab and allowing creators to include IGTV video previews on their Instagram feed. In the second quarter of 2021, it seems that these integrations are starting to pay off. IGTV managed to get closer to engagement levels for photo-based posts and outperformed standard video posts. 4) Posts with fewer hashtags tend to get better results According to the Emplifi study, Instagram Phone Number List posts from news and media industry accounts that didn't include hashtags got almost twice as many interactions as posts that did. In brand accounts, posts with 1 or 2 hashtags were those that achieved the highest levels of engagement, followed by those that did not include any. The conclusion is easy: including too many hashtags in posts is not an effective strategy to generate more engagement. Ideally, limit the number of hashtags per post and try to make them as relevant as possible. 5) Shorter (and longer) posts drive more engagement Instagram posts with less than 50 characters received the highest number of interactions in the second quarter of 2021. Interestingly, the average number of interactions goes up again once they exceed 500 characters, which indicates that both very short posts as the very long ones are the ones that give the best results.
One possible explanation is that users think of very short and very long posts as different types of content. In the short ones, the image is the main content, while in the long ones the text takes on much more prominence. 6) Influencers' activity stabilizes The number of sponsored posts from influencers fell sharply at the beginning of the pandemic, but has recovered and stabilized. According to Emplifi, this is one of the key Facebook trends for the second half of 2021. 7) Mentions of LGBT pride have tripled in 2021 The number of brand publications that include hashtags such as #pride (Pride) or #pridemonth (Pride month) have been on the rise since 2016, but the jump between 2020 and 2021 has been very significant, especially on Facebook. Brands are increasingly aware that their Phone Number List audience expects them to position themselves on important social issues. Although it may seem that many of them are not directly related to your products and services, brand values are important to users. For this reason, brands must reflect on how to communicate their position on social issues through their marketing strategy . 8) Telecom brands are the fastest to respond through FacebookThe telecommunications sector has stood out for its customer service on social networks , since it has the fastest response time to both comments (2 hours and 40 minutes) and direct messages (14 minutes). In addition, it responded to the highest percentage of user comments (35%). Other sectors with fast response times were airlines, companies in the financial sector and e-commerce . In contrast, the alcohol and beverage sectors were among the slowest to respond. These data suggest that the service-based sectors are the ones that have put more effort into customer service on social channels. Facebook Ads trends in 2021 9) Global spending on social ads has increased by 50% annuallyAccording to the Emplifi study, the changes in online habits caused by the pandemic are here to stay and brands are increasingly relying on social media marketing. If we compare the first and second quarters of 2021, the growth in investment in Facebook Ads is only 3.2%. But if we look at last year's figures, we find that marketers have invested 49.9% more compared to the second quarter of 2020. 10) higher CPCs and stable CTRs Compared to the beginning of the pandemic, the cost of advertising has increased. Globally, the cost per click increased by 85.1% annually in the second quarter of 2021. This cost puts more pressure on marketers , who have to make the right decisions to avoid wasting budget. Fortunately, the CTR of Facebook Ads has remained very stable, which indicates that the ads continue to offer value to users. 11) The reach of Facebook Ads decreases by 12% per year According to data from Emplifi, the reach of Facebook Ads decreased by 12.4% from the second quarter of last year. However, this data is not considered alarming, since it had risen 30% between 2019 and 2020, in part due to the confinement and greater digitization of the population.
Regardless, marketers need to be aware of this Facebook trend and adjust their strategies accordingly. 12) The latest news section and instream video offer the best CTRsMore than half of spending on social ads goes to Facebook's breaking news section , followed by the Instagram feed, Instagram Stories, Facebook video feeds, and Facebook instream video. In terms of effectiveness, Facebook's instream video is the location with Phone Number List the highest CTRs (0.33%), followed by Facebook's latest news section (0.29%). The difference with the other locations is very notable, since their CTRs have not managed to exceed 0.10%. Conclusion: the biggest Facebook trends for 2021 and beyondThe engagement gap between Facebook and Instagram continues to widen and users interact much more with live video than with traditional content formats. Brands should take this trend into account and incorporate video and streaming into their strategies on Facebook and Instagram.