APAC social ad spend rises 24% QoQ in Q4 2021: Emplifi

It rose 11% year-on-year to $2,793.12 per ad account per month.

Social ad spending on Facebook and Instagram in the Asia Pacific (APAC) region increased by 24% in the fourth quarter of 2021 compared to the previous quarter, according to customer experience platform Emplifi.

In a statement, Emplifi said social ad spend in the region rose 11% year-on-year (YoY) to $2,793.12 per ad account per month. Social ad spending in Singapore alone increased 32% quarter-on-quarter in Q4 2021 and jumped 16% YoY to $2,801.39 per ad account per month.

Cost-per-click also increased in APAC by 34% YoY during the quarter and 20% YoY in Singapore.

Globally, social ad spending during the quarter rose 25% compared to the previous quarter.

“A healthy holiday season led paid social to soar in Q4, up 21.25% from the same time last year. This also highlights how much more brands invest in paid social over the holiday season,” Emplifi said.

Emplifi Chief Marketing Officer Zarnaz Arlia said it is important for brands to understand the needs and wants of their consumers in every stage of their purchase.

“The foundation of any successful social media campaign is content that truly resonates with your target audiences, which alongside customer care, is a large contributor to a positive customer experience" Arlia said.

The customer experience platform said Instagram posts in general saw higher engagements than Facebook posts during the quarter.

APAC brands earned around 17 interactions per 1,000 impressions for a Facebook post, which is a 26% YoY decline, whilst Instagram posts garnered about 65 interactions per 1,000 impressions during the same period, declining 35% YoY.

E-commerce brands, meanwhile, had the highest engagement at 50% and 49% of interactions, respectively. Fast-moving consumer goods food lagged behind on Facebook at 2.9%, while Retail Food had the lowest engagement rates on Instagram at 3.2%.

Facebook Instream Live Videos by APAC brands generated the highest engagement with fans and followers compared to other types of posts, with 39 median post interactions. Carousel and Instagram TV, meanwhile performed well on Instagram, with 76 and 62 median post interactions, respectively.