Social Media Trends Report for Q1 2020

Social Media Trends Report

Q1 2020 About the Report

The Social Media Trends Report for Q1 2020 further details the impact of “The social media trends we have seen in Q1 aren't something we could have COVID-19 on marketing trends that Socialbakers first highlighted in a predicted. Marketers around the world are being forced to adapt in real time special report. It outlines the data that reflects crucial market shifts and also to the impact of COVID-19 on their business. But the news isn't all bad. As highlights how brands reacted to the pandemic.

people are forced to take social distance at home, they are spending more time on social media consuming content, therefore the demand for digital This report reveals the key changes in paid advertising around the world, content is increasing. On the other hand, as businesses in COVID-affected which have created certain opportunities and do provide some optimism regions started taking stock they started to hold, or even decrease their when looking at regions that have started to contain the spread of the virus. spend on ads, therefore demand for ads decreased. These two forces are It shows how cost per click, cost per thousand impressions, and ad spend driving ad costs down. changed by industry and region.

Social media data shows that savvy brands should be using this window of On the organic side, the audience size of the top 50 biggest brands on opportunity to stay close to their customers by taking advantage of the lower Instagram grew even bigger, and there was an increased reliance on cost of ads. The combination of the lower cost of ads and the fact that users organic content because of the overall decrease in ad spend.

are spending more time on social presents a unique opportunity for brands to increase their reach and engagement at a lower cost.”

Another result of the pandemic is the increased amount of time people spent online, which created opportunities for brands to increase their reach or engagement. All of these insights and more, including sentiment around Yuval Ben-Itzhak, CEO, Socialbakers the coronavirus and the latest in influencer marketing, can be found in this report.

Trends Report | Q1 2020 1 Table of Contents

Advertising 4-20 Total Spend by Grade 19 Ad Spend by Regions 5 Paid Takeaways 20 CPC by Region Evolution 6 Organic Engagement 21-34 CPC by Industry Evolution 7 Number of Followers, Posts, and Interactions 22 CPM by Region Evolution 8 Fans Online Behaviour 23 CPCM by Industry Evolution 9 Facebook Reactions on Coronavirus content 24 IG and FB Ad Spend 10 Sentiment Analysis on Coronavirus content 25 CPC and CTR Evolution 11 Distribution of Interactions by Industry 26 Instagram Explore Evolution 12 Evolution of Interactions 27 IG and FB by Ad Objectives 13 Distribution of Post Types 28 Ad Impressions by Device 14 Performance of Post Types 39 CPC by Device 15 Top performing pages 30 Relative Spend and CTR by Platform 16 Most Engaging Posts 31-32 CPC and CPM by Ad Placement 17 Promoted vs Organic Posts on Facebook 33 Organic and Paid Reach 18 Organic Takeaways 34

Trends Report | Q1 2020 2 Table of Contents

Influencers 35-40 Influencer Marketing and #Ad Usage 36 Top Influencers Mentioning Brands 37 Brands Mentioned by Most Influencers 38 Profiles With the Best Influencer Marketing Efficiency 39 Influencer Takeaways 40 Methodology and Glossary 42-46

Trends Report | Q1 2020 3 Advertising

Trends Report | Q1 2020 4 Advertising

Ad Spend by Region Ad Spend Recovers Median Weekly Ad Value in Many Regions

In the first three weeks of April, ad spend increased by 32.3% compared to where it stood amid the pandemic at the end of March. This increase helped the regions rebound back to their pre-pandemic spend levels.

Looking at specific regions, when compared from the end of March, ad Spend (in USD) spend increased by 47.3% in Northern America, 41.6% in Latin America, and 35.7% in Southeast Asia. Based on the timeline of East Asia’s paid advertising figures returning to their pre-pandemic levels, we expected Oct Nov Dec Jan Feb Mar Apr other regions to similarly bounce back once they got the coronavirus under 2019 2019 2019 2020 2020 2020 2020 control. East Asia Northern America Latin America Southeast Asia

While it’s far too early to say that COVID-19 is behind us, it’s been largely Southern Europe Western Europe Worldwide contained in many areas and worldwide there’s a confidence that things will return to something close to normal.

Chart Time Range: September 02, 2019 - April 26, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q1 2020 5 Advertising

Facebook CPC by Region Median Weekly Ad Value Regional CPC 0.8 Rises in April

0.6

In the first three weeks of April, worldwide Facebook cost per click 0.4 increased by 10% compared to where it was at the end of March.

Looking at some specific regions compared to the end of March, Facebook 0.2

Cost per Click (in USD) CPC increased by 20.6% in Western Europe and 16.2% in Southern Europe. This followed East Asia's increase of 30.7% during March, which

0 indicated that other regions would start to recover as they gained control of Oct Nov Dec Jan Feb Mar Apr 2019 2019 2019 2020 2020 2020 2020 the pandemic.

East Asia Northern America Latin America Southeast Asia

Southern Europe Western Europe Worldwide

Chart Time Range: September 02, 2019 - April 26, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q1 2020 6 Advertising

Average Industry Cost per Click Decreases by 38% Cost per Click by Industry Median Weekly Ad Value

0.3 The cost to advertise was much lower for every industry that Socialbakers analyzed because of a decrease in the CPC on Facebook.

0.2 Industries typically experience the lowest CPC right after the new year. The average for all industries, for example, was at $0.110 during that time. But then during March, when the pandemic really started to show its effect 0.1 on worldwide economies, all brands decreased by 38% ($0.121 to

$0.075).

Cost per Click (in USD)

Looking at some specific industries during that same time frame, 0.0 Oct Nov Dec Jan Feb Mar Ecommerce decreased by 37.8% ($0.098 to $0.061), Beauty decreased 2019 2019 2019 2020 2020 2020 by 37.2% ($0.172 to $0.108), and Finance decreased by 41.4% ($0.152 to $0.089).

Accommodation Alcohol Auto Beauty Ecommerce

Finance FMCG Foods All Industries Because of this situation, the CPC is a lot lower than those post-holiday costs. That means that one of the opportunities for brands that have the budget is to make their message go to a wider audience than it normally would.

Chart Time Range: September 02, 2019 - April 05, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q1 2020 7 Advertising

Cost per Mille by Region East Asia CPM Returns; Median Weekly Ad Value Others Decrease

8 The CPM in East Asia bounced back to nearly the same level that it was at seven months ago. However, the other regions Socialbakers examined, 6 which are still in the midst of the pandemic, have steadily declined in the new year.

For example, Northern America reached a 7-month high of $8.39 at the end Cost per Mille (in USD) 2 of November before the expected holiday downturn. However, once the region really started feeling the impact of COVID-19, the numbers kept 0 decreasing as the region experienced a 30.6% decline during the month of Oct Nov Dec Jan Feb Mar 2019 2019 2019 2020 2020 2020 March ($5.34 to $3.71).

East Asia Northern America Southeast Asia Southern Europe The other regions experienced similar decreases starting in February or Latin America Wetern Europe March, depending on when the virus started to make an impact. So far, East Asia is the only one to get past that trend and increase in a meaningful way.

Chart Time Range: September 02, 2019 - April 05, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q1 2020 8 Advertising

Pandemic Affects CPM Across All Industries Cost per Mille by Industry Median Weekly Ad Value

2.5 Looking at the cost per thousand impressions across industries, the trend lines look quite normal until mid-February or March. The expected holiday 2.0 downturn happened, and then most industries started to rise back up to their expected levels.

1.5

At that point, though, the impact of the pandemic can be seen as there 1.0 was a decrease in CPM across the board of all industries that

Socialbakers analyzed.

Cost per Mille (in USD) 0.5

Over the course of March, the average for all brands decreased by 37.2% 0.0 Oct Nov Dec Jan Feb Mar ($1.167 to $0.733) while Accommodation decreased by 49.4% ($1.075 to 2019 2019 2019 2020 2020 2020 $0.544).

Accommodation Alcohol Auto Beauty Ecommerce

Finance FMCG Foods All Industries

Chart Time Range: September 02, 2019 - April 05, 2020; Sample: Socialbakers Suite Benchmarks; Source: Socialbakers data Trends Report | Q1 2020 9 Advertising

Ad Spend Shifts Spend by Placement: Feed Facebook & Instagram Back to Facebook % of Total Ad Acccount Spend

60% In a key metric, for the first time in a long time there was a shift from

50% spending on the main feed on Instagram to Facebook. The percentage changes weren’t major, but it’s a shift from the marketing trends of the last 40% couple of years.

30% In Q1 2020, the ad spend for Facebook News Feed climbed up to its 20%

Spend (% of Total) Spend (% of highest point since September 2019 while the spend on Instagram Feed decreased to its lowest percentage since January 2019. Facebook News 10% Feed reached 60.1% of total ad spend while Instagram Feed decreased

0% slightly to 19.4%.

Feb Apr Jun Aug Oct Dec Feb 2019 2019 2019 2019 2019 2019 2020

Facebook Instagram

Chart Time Range: January 1, 2019 – March 31, 2020; Sample: 6,728 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q1 2020 10 Advertising

Cost per Click on Facebook and Instagram Cost per Click Brands

0.14 Decreases 26% 0.12 0.10 0.08 0.06 The cost per click for all brand ad accounts in March 2020 was 26% lower 0.04 0.02 than it had been in March 2019, according to Socialbakers data.

Cost per Click (in USD) 0.00 Feb Apr Jun Aug Oct Dec Feb 2019 2019 2019 2019 2019 2019 2020 The latest CPC was at $0.094, which is the lowest it’s been since at least Cost per Click January 2019.

Click-Through Rate on Facebook and Instagram The click-through rate was also at its lowest point in the last 15 months, but Brands the difference was much smaller. The CTR in March 2020 was 1.053%, 1.20 which is a decrease of 9.2% from March 2019.

1.00

0.80

That’s a relatively small change for CTR, which suggests that while costs 0.60 have decreased significantly the engagement is still there. 0.40 0.20

0.00 Click-Through Rate (in %) Click-Through Feb Apr Jun Aug Oct Dec Feb 2019 2019 2019 2019 2019 2019 2020 Click-Through Rate

Chart Time Range: January 01, 2019 - March 31, 2020; Sample: Brands Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q1 2020 11 Advertising

Spend by Placement: Instagram Explore Instagram Instagram Explore (% of Total Ad Acccount Spend)

1.75% Is On the Up

1.50%

1.25% In Q1 2020, Instagram Explore increased to take up 1.70% of total ad spend, according to Socialbakers data.

1.00%

0.75% This placement has risen steadily since becoming an option in August 2019, and if brands are able to use it to take advantage of the increased 0.50% Spend (% of Total) Spend (% of social commerce capabilities on Instagram it could become even more 0.25% important in the future.

0.00%

Feb Apr Jun Aug Oct Dec Feb 2019 2019 2019 2019 2019 2019 2020

Spend (% of Total)

Chart Time Range: January 1, 2019 – March 31, 2020; Sample: 6,728 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q1 2020 12 Advertising

Distribution of Campaigns by Objectives Mean Account Objectives Distribution on Facebook & Instagram

Instagram vs. Facebook Post Engagement 23.2% Link Clicks 20.2% by Ad Objectives Reach 18.6% Conversions 9.8% Video Views 9.8% Brand Awareness 5.7% The most notable change in ad objectives on Facebook and Instagram, Page Likes 3.7% which could be related to the pandemic, was the increase in reach. It was Lead Generation 2.5% already a top three objective on both platforms, but compared to Q4 2019 , Prod. Catalog Sales 2.3% Others 4.3% reach increased by 13.5% on Facebook and 15.8% on Instagram.

With ad spend lower across regions and industries, brands that do have Link Clicks 28.6% budget to spend have had the ability to be seen by a larger audience and Reach 20.0% Post Engagement 19.5% that seems to be what many have tried to achieve.

Conversions 9.8% Video Views 8.7% Brand Awareness 6.3% Prod. Catalog Sales 2.2% Lead Generation 2.2% Messages 1.2% Others 1.5%

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 4,676 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q1 2020 13 Advertising

Share of Ad Impressions: Mobile vs. Desktop

Looking at paid impressions for all ad accounts, 94.0% were seen on Mobile App 94.0% mobile apps while an additional 1.9% were seen on mobile web pages.

Desktop 4.1% That left only 4.1% that were seen on desktop, which is in line with where Mobile Web 1.9% the breakdown has been for at least the past year.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: All Ad Accounts Benchmark (FB and IG Aggregated); Source: Socialbakers data Trends Report | Q1 2020 14 Advertising

Cost per Click

by Device Platform 0.20

0.15 The cost to advertise was lower in Q1 2020 no matter what device was targeted.

0.10 The cost per click on mobile apps ($0.099) and mobile web pages ($0.086) was about half the CPC on desktop ($0.187).

CPC (in USD) 0.05

Compared to Q4 2019, when the desktop CPC was $0.29 and mobile CPC was $0.15, the cost was much cheaper. That’s due, at least partially, 0.00 to the impact of the pandemic. Desktop Mobile App Mobile Web

CPC (in USD)

Chart Time Range: January 1, 2019 – March 31, 2020; Sample: All Ad Accounts Benchmark (FB and IG Aggregated); Source: Socialbakers data Trends Report | Q1 2020 15 Advertising

Relative Spend by Platform Position

Top 5 Highest Converting Ad

70 60 Placement Types 50 40 30 20 According to Socialbakers data, Facebook News Feed received 60.1% of 10 the relative ad spend in Q1 2020. The next two channels were Instagram Relative Spend (in %) Relative 0 Feed Feed Stories Video Feeds Instream Video Feed and Instagram Stories, which combined to receive 28.7% of the Facebook Instagram Instagram Facebook Facebook relative ad spend.

Relative Spend

Click-Through Rate by Platform Position Of the top five placements according to relative ad spend, Facebook News Feed had the highest click-through rate at 1.8%. Facebook Video Feeds and Top 5 by Relative Spend

Instream Video were at 0.77% and 0.46%, respectively, while both of the 2.00 Instagram positions were under 0.3%.

1.50

1.00

0.50

0.00

Click-Through Rate (in %) Click-Through Feed Feed Stories Video Feeds Instream Video Facebook Instagram Instagram Facebook Facebook Click-Through Rate

Chart Time Range: February 1, 2020 - March 31, 2020; Sample: All Ad Accounts Benchmark; Source: Socialbakers data Trends Report | Q1 2020 16 Advertising

Cost per Mille Comparison Top 5 Placement Position by Ad Spend

2.0 Facebook News Feed 1.5 Costs Decrease 1.0 0.5

Cost per Mille (in USD) 0 Feed Feed Stories Instream Video Video Feeds Facebook Instagram Instagram Facebook Facebook Looking at the top 5 placements by relative ad spend in Q1 2020 vs. Q1 Q1 2019 Q1 2020 2019, Facebook News Feed saw a 24% decrease in CPC ($0.079 vs. $0.104) and a 29.9% decrease in CPM ($1.318 vs. $1.880).

Cost per Click by Platform Position While most of the placements decreased, Facebook Instream Video was Top 5 Placement Position by Ad Spend actually more expensive compared to last year. Its CPC increased by 13.9% 0.60

($0.180 vs. $0.158) and its CPM increased by 3.8% ($1.688 vs. $1.569). 0.50

0.40

0.30

0.20

0.10

0.00 Cost per Click (in USD) Feed Feed Stories Instream Video Video Feeds Facebook Instagram Instagram Facebook Facebook Q1 2019 Q1 2020

Chart Time Range: January 01, 2019 - March 31, 2019, January 01, 2020 - March 31, 2020; Sample: 6,728 Facebook Ad Accounts; Source: Socialbakers data Trends Report | Q1 2020 17 Advertising

Organic Reach/Fans of Brands 3 Day Moving Average of Median Page Value Paid Posts Reach 0.25 0.20 28.6% More People 0.15

0.10

0.05 The overall reach for brand pages on Facebook went down starting in Page Reach / Fans Page 0.00 mid-March. However, brands that supported their posts by taking advantage Feb Feb Feb Feb Mar Mar Mar Apr Apr 05 13 21 29 08 16 24 01 09 of the lower ad costs saw a 28.6% increase in page reach from March Organic Reach/Fans Total Reach/Fans 13-April 13.

Paid Reach/Fans of Brands 3 Day Moving Average of Median Page Value

1.40 1.20 1.00 0.80 0.60 0.40 0.20 Page Reach / Fans Page 0.00 Feb Feb Feb Feb Mar Mar Mar Apr Apr 05 13 21 29 08 16 24 01 09

Paid Reach/Fans Total Reach/Fans

Chart Time Range: February 1, 2020 - April 13, 2020; Sample: 15,513 Facebook Pages of Brands with > 1000 Fans, Nonviral Reach > 0 and Insights metrics available & 7,115 Facebook Pages of Brands with > 1000 Fans, Trends Report | Q1 2020 18 Paid Reach > 0 and Insights metrics available.; Source: Socialbakers data Advertising

Total Spend on Posts by Grade on Facebook

Almost a quarter of all promoted posts (24.3%) were graded as D A+ 45.3% content in Q1 2020, which was a slight increase from Q4 2019 (23.4%).

D 24.3% By using MarTech or AI to help choose the right posts to boost, marketers can significantly improve their ROI on social media. A 15.3% In Q1 2020, more than 60% of promoted posts were A+ or A quality. B 8.3%

C 6.8% The Socialbakers’ Post Grading AI

The Socialbakers AI automatically grades all Facebook and Instagram content based on a number of engagement indicators and scores the post quality ranging from A+ to D.

Discover Grades The variance in boosting an A+ vs. a D grade post is significant. According to Socialbakers data, promoting A+ posts leads to 50% lower CPC, 20% lower CPM, and 2.3x more interactions with the same reach.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 11,436 Facebook Brands Pages Worldwide; Source: Socialbakers data Trends Report | Q1 2020 19 Advertising

Paid Takeaways

While it’s impossible to specifically state all of the ways that COVID-19 has impacted social media marketing, it’s clear that some of the overall trends are related to the global pandemic.

Traditional metrics like cost per click, cost per thousand impressions, and ad spend all saw significant decreases across regions and industries, with timelines that tie closely to the spread of the virus. That has created an opportunity for well-positioned brands to take advantage of the lower costs and increase their reach and engagement.

But for brands overall it will be a positive sign when things return mostly to normal, and in the trends we can see that that has largely happened in East Asia, which was on an earlier pandemic timeline than the other regions. While every region and industry is going to have to overcome the coronavirus in its own time, there are signs that things can settle into a new version of normal after that.

Trends Report | Q1 2020 20 Organic Engagement

Trends Report | Q1 2020 21 Organic Engagement

Organic Followers, Posts, Total Audience Total Posts Total Interactions Interactions – Top 50 Brands

Continuing a trend from Q4 2019 , the total audience size on Instagram was larger than it was on Facebook for the top 50 biggest brand profiles on both platforms. The gap grew larger, too, as the audience size on Instagram was about 28% bigger than on Facebook compared to just a slight advantage at the end of last year.

Instagram is stronger in engagement as well as the total interactions were more than 16 times higher on that platform.

However, brands still posted more content on Facebook. Looking at both platforms, almost 60% of all brand posts from the 50 biggest profiles were published on Facebook.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 22 Organic Engagement

Fans on Facebook Spend

% of Page Fans Online More Time Online European Brands Pages on Facebook

60%

As the pandemic spread throughout the world, many people were forced to 50% stay indoors and, as a result, spent more time online.

40% Looking at fans of Facebook Brand pages in Europe, the amount of time 30% spent on Facebook increased in March for every day of the week and every waking hour compared to previous months.

20%

Average % of Page Fans % of Page Average The peak time every day was 8 p.m., and the difference was most stark on 10% nights when many people had normally been out of the house. For example,

0% the peak usage time on March Friday nights compared to February Monday Tuesday Wednesday Thursday Friday Saturday Sunday increased by 13.2% and on Saturday nights it increased by 14.8%.

January February March

Chart Time Range: January 1, 2020 - March 31, 2020; Sample: 6,551 European Facebook Pages of Brands; Source: Socialbakers data Trends Report | Q1 2020 23 Organic Engagement

Coronavirus Communicated by Brands on Facebook Facebook Reactions to Reactions Gathered on Brand Posts (3-Day Moving Average) Coronavirus Content 8.0% 6.0%

4.0%

Around the same time that Facebook brand pages started posting more 2.0% about the coronavirus, users began reacting with Love much more often.

0.0% 05 11 17 23 29 06 12 18 24 30 Feb Feb Feb Feb Feb Mar Mar Mar Mar Mar This is likely related to the fact that many of those posts were about what Posts Reactions on Coronavirus % Love % Haha % Wow % Sorry % Anger brands were doing to help their communities or employees during the crisis.

Brands Communicating Coronavirus Evolution of Haha Reactions Share (3-Day Moving Average) There was also an interesting shift in Haha reactions to coronavirus 2.00% content. From February 22 to March 3, the volume of Haha reactions increased from 0.8% to 2.1%, as people or brands seemed to make light of 1.50%

the situation.

1.00%

0.50% That started quickly as the percentage dropped through mid-March, and since March 18 the usage of Haha reactions to coronavirus content was 0.00% 05 11 17 23 29 06 12 18 24 30 Feb Feb Feb Feb Feb Mar Mar Mar Mar Mar

lower the Haha reactions to other topics. Posts on Brand Reactions Gathered % Haha on Coronavirus Topic % Haha on Other Topics

Chart Time Range: February 1, 2020 - March 31, 2020; Sample: 69,280 Facebook Pages of brands that have written about Coronavirus.; Source: Socialbakers data Trends Report | Q1 2020 24 Organic Engagement

Sentiment on Coronavirus Coronavirus Communicated by Brands on Facebook Posts on Facebook Sentiments on User Replies (3-Day Moving Average)

50% The majority of user reactions to coronavirus related posts by Facebook

40% brand pages have had a neutral sentiment. Among these could be people asking basic follow-up questions or expressing mild support.

30% Looking at the relationship between positive and negative sentiments, negative was more prevalent most of the time, peaking at 38% on March 12. 20% From that point on, though, it decreased while positive comments increased and surpassed negative comments before the end of the month.

10% User Comments on Brand Posts User Comments on Brand

Facebook sentiment was measured over six languages: English, German, 0% Spanish, Portuguese, Arabic, and Czech. 05 11 17 23 29 06 12 18 24 30 Feb Feb Feb Feb Feb Mar Mar Mar Mar Mar

% Positive % Neutral % Negative

Distribution of Interactions Ecommerce 17.0% Across Industries Retail 13.8% Services 8.8%

Fashion 8.1% Auto 5.9% Looking at worldwide Brand profiles, Ecommerce received the highest Electronics 5.6% percentage of interactions on Facebook and the second highest number of FMCG Food 5.3% Finance 5.1% interactions on Instagram, behind only Fashion. Those top positions Others 30.4% remained unchanged from Q4 2019 , but on Instagram, Ecommerce’s interactions increased by 12.7% while Beauty’s decreased by 11.1%.

Fashion 25.9% Most of the distributions didn’t change much over the last six months. One Ecommerce 18.0% exception was the Services category on Facebook, which didn’t rank in the Beauty 11.7% top eight in Q3 2019 and then moved into fourth in Q4.

Auto 10.4% Retail 9.6% This time Services again saw the biggest increase of any category (15.4%) Electronics 4.5% and surpassed Fashion in interactions on Facebook. Services includes Sporting Goods 4.1% Services 3.7% Housing, Mail & Shipping, Transportation, Wellness, Agencies, and others Others 12.0% like lawyers and hairdressers.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: Facebook Brands Pages & Instagram Brand Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 26 Organic Engagement

Evolution of Interactions Facebook Interactions

100 Double in 6 Months

80 Over the last two quarters, the relative post interactions for the top 50 60 biggest Facebook brand pages increased by 107.9%. The sharp increase in 2020 can likely be attributed to the coronavirus pandemic, as people 40 turned to the platform for information and updates during the time of crisis.

20 On Instagram, the interactions were more or less the same in Q1 2020, and

Relative Post Interactions (max 100) Interactions Post Relative really they haven’t changed significantly in the past 15 months.

Feb Apr Jun Aug Oct Dec Feb 2019 2019 2019 2019 2019 2019 2020

Instagram Facebook

Chart Time Range: January 01, 2019 - March 31, 2020; Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 27 Organic Engagement

Distribution of Post Types on Facebook in Q1 Distribution of Post Types on Facebook and Instagram Video 15.9% Status 3.1% Live Video 0.5% Link 9.5% Looking at worldwide brand profiles, images make up about 71% of all Image 71.0% content on both platforms.

On Instagram, videos and carousel posts, which can include images and/or videos, are used about the same amount.

Distribution of Post Types on Instagram in Q1

On Facebook, video is the second most common post type (15.9%), followed by links and status updates. Facebook Live videos, which actually garner the highest number of organic post interactions (see next slide), are used only 0.5% of the time.

Video 14.3% Carousel 14.4% Image 71.4%

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 161,498 Facebook Brands Pages & 67,207 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 28 Organic Engagement

Facebook Organic Interactions by Post Type

Organic Performance Live Video

Link Increases on Facebook

Image and Instagram

Status

Video In Q1 2020, Facebook Live was the most engaging format on the platform, 0 5 10 15 20 25 30 35 by far, with double the median post interactions (31) as regular video (15). Median Post Interactions Image was the next closest post type with 17 median post interactions.

Instagram Organic Interactions by Post Type On Instagram, carousel was the most engaging format with 135 median post interactions. Carousel posts, which can contain both photos and videos, has consistently outperformed image and video and this was the Carousel highest engagement it achieved in the last year.

Image All of these organic interactions increased compared to the end of 2019, which is a reasonable expectation coming out of the holiday season.

Video

0 20 40 60 80 100 120 140

Median Post Interactions

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 145,585 Facebook Brands Pages & 59,851 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 29 Organic Engagement

Top Performing Pages on Facebook and Instagram

In Q1 2020, the top performing brand page on Facebook was Etihad Airways, with more than 12 million interactions on 49 posts. A lot of that was certainly related to people seeking answers about upcoming travel changes due to the pandemic.

On Instagram, the top brand was Netflix, which ranked first with its US account and fifth with its France account, amassing more than 130 million interactions between the two.

Mercedes-Benz was the only brand to rank in the top 6 on both platforms.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 176,851 Facebook Brands Pages & 67,207 Instagram Brands Profiles Worldwidee; Source: Socialbakers data Trends Report | Q1 2020 30 Organic Engagement

The Most Engaging

TOYOTA TOYOTA 7-Eleven Thailand Facebook Posts TOYOTA.Global TOYOTA.Global 7ElevenThailand

1 2 3 According to Socialbakers data, two posts from Toyota received the most interactions during Q1 2020. They were both images of the company’s Land Cruiser out in the wild, and combined they received more than 5.7 million interactions.

ถ้ามีคนถามว่า อาชพครูี ต้องเสียสละขนาดไหน

เรื่องราวของครูเจี๊ยบ นฤมล แก้วสัมฤทธิ ์ คงเป็นคำตอบที่ดีที่สุด

The third most engaging post was from 7-Eleven’s Thailand The jungle called, so I must go. Spotted: Land Cruiser in its natural ครู ไม่ใชมีหน้าที่สอนหนังสือไปวันๆ่ . habitat แต่เป็นความรับผิดชอบที่ยิงใหญ่...่ account, which showed a video of a teacher going above #LandCruiser and beyond to help sick children as part of a campaign to Interactions 2, 444 ,82 6 Interactions 1,827,530 raise money for a teacher’s fund. Interactions 3,3 4 1, 6 35

The total interactions include both organic interactions and those from paid promotion.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: 176,851 Facebook Brands Pages Worldwide; Source: Socialbakers data Trends Report | Q1 2020 31 Organic Engagement

The Most Engaging

Instagram Posts PlayStation Nike Netflix US nike playstation netflix

1 2 3 Video game fans got some exciting news in Q1 2020 as PlayStation’s post announcing its upcoming gaming console, the PS5 , received by far the most interactions on Instagram. And third place was another exciting announcement from Netflix with a mini trailer for the fourth Welcome to 2020. #PS5

season of its series Stranger Things.

from Russia with love Interactions 5 ,493,636

The second most interactions went to a somber post from Interactions 1,697,379 Nike, which honored NBA Hall of Famer Kobe Bryant after Mamba forever.

Our condolences to Kobe and he died in a helicopter crash on Jan. 26. Gianna's family and everyone involved in today’s tragedy.

The total interactions include both organic interactions and Interactions 2,287,414 those from paid promotion.

Chart Time Range: October 01, 2019 - December 31, 2019; Sample: 65,038 Instagram Brands Profiles Worldwide; Source: Socialbakers data Trends Report | Q1 2020 32 Organic Engagement

Share of Promoted vs. Proportion of Paid Posts vs. Organic Posts by Region Average Weekly Values Organic Posts on Facebook 25.0%

20.0% According to Socialbakers data that looked at six regions that have most felt the impact of the coronavirus pandemic, Brands across all the regions 15.0% gradually posted fewer pieces of paid content in 2020. Not all of it can be attributed to COVID-19, but it’s clear the tightening of budgets at least 10.0% correlates to the virus’ spread.

Share of Paid Posts in % Posts of Paid Share 5.0% As a result, organic posts have increased slightly across all regions since

the start of the year. This trend is expected to continue as many 0.0%

businesses must look for less costly alternatives to engage their 08 17 26 04 13 22 02 11 20 29 Jan Jan Jan Feb Feb Feb Mar Mar Mar Mar audiences.

Southern Europe Western Europe Southeast Asia East Asia As seen on slide 19, the reach for organic content has gone down, so Northern America Latin America those that can afford to do paid advertising may win during this period.

Chart Time Range: January 01, 2019 - March 31, 2020; Sample: 176,851 Facebook brands Pages Worldwide; Source: Socialbakers data Trends Report | Q1 2020 33 Organic Engagement

Organic Takeaways

Considering the overall decrease in the cost of paid advertising in Q1, it’s an opportunity for brands in good position to take advantage of the landscape with post promotion. But for those that are struggling, it’s more important than ever to have a solid organic strategy.

Because of all the self-isolation, there was a growing audience spending more time online. And towards the end of the quarter that actually resulted in a higher level of relative interactions on Facebook than Instagram, possibly from people seeking updates and information about the pandemic from the platform.

Looking at a trend that started well before the pandemic, the audience size on Instagram for the top 50 brands grew to be 28% bigger than on Facebook. Those had been similar sizes the past few quarters, but Instagram made a clear move into the lead at the global level.

Trends Report | Q1 2020 34 Influencer Marketing

Trends Report | Q1 2020 35 Influencer Marketing

#Ad Usage by #Ad Usage by Influencers Influencers Decreases 20,000

15,000

The number of influencers using #ad in their posts declined significantly in

2020, and that was likely tied closely to the worldwide pandemic.

10,000 #Ad Usage In March 2020, 11,341 Instagram influencers cooperating with brands 5,000 used #ad, which was the lowest since August 2019.

The Socialbakers data factors in regional and other sponsored hashtags, 0 Feb Apr Jun Aug Oct Dec Feb including #sp, #paid, and #promo, as well as #ad usage. 2019 2019 2019 2019 2019 2019 2020

Influencers

Chart Time Range: January 01, 2019 - March 31, 2020; Sample: Instagram profiles associated with Brands Worldwide; Source: Socialbakers data Trends Report | Q1 2020 36 Influencer Marketing Influencers With the Highest Effectiveness Scores

In Q1 2020, the top influencers mentioning brands on Instagram were sara , Christine Philippa | Self Love , and aka Léna Situations .

None of the influencers on this list were in the top 6 in Q4 2019.

The Socialbakers influencer score measures their effectiveness based on their interactions per 1,000 followers, the number of followers, and their posting activity.

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Chart Time Range: January 01, 2020 - March 31, 2020; Sample: Instagram profiles associated with Brands Worldwide; Source: Socialbakers data Trends Report | Q1 2020 37 Influencer Marketing

Brands Mentioned by the Most Influencers

In Q1 2020, iDeal Of Sweden moved past Walmart as the top brand Instagram profile in the world associated with influencers. The online retailer paired with a lot more influencers (1,304 compared to 412 in Q4 2019) and received 1,813 mentions.

Walmart was pushed to second place with 814 mentions from 548 influencers, and other profiles with successful influencer partnerships included Netflix US and Daniel Wellington .

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Chart Time Range: January 01, 2020 - March 31, 2020; Sample: Instagram profiles associated with Brands Worldwide; Source: Socialbakers data Trends Report | Q1 2020 38 Influencer Marketing

Effective Influencer Campaigns

The Instagram brand profile worldwide that had the best influencer marketing efficiency in Q1 2020 was BioMundo - Produtos Naturais , which had a cooperation efficiency of 188,802.48x and only 3.39% of the overall posts featured by influencers. Other profiles that did well in this area include Betsson Perú, Otribebe , and Serasa Consumidor .

Cooperation Efficiency is the ratio of average interactions on an influencer’s post mentioning the brand compared to a post published by the brand itself.

Chart Time Range: January 01, 2020 - March 31, 2020; Sample: Instagram profiles associated with Brands Worldwide; Source: Socialbakers data Trends Report | Q1 2020 39 Influencer Marketing

Influencer Takeaways

Likely related to the reduced spending overall, we saw the use of #Ad in partnerships with Instagram influencers decrease for the first time since the summer.

That didn’t apply to all brands, though, as iDeal of Sweden significantly increased its influencer partnerships compared to previous quarters. And as always, the cooperation efficiency metric shows that brands of all sizes can benefit from working with the right influencers for their audience.

Trends Report | Q1 2020 40 Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media dataset in the industry,

Socialbakers’ unified marketing platform helps brands large and small ensure their investment in social media is delivering measurable business outcomes. With over 2,500 clients across 100 countries, Socialbakers is the leading social media management platform.

Socialbakers has been a Facebook Marketing Partner since 2011, a Pinterest Marketing Partner since 2017, and a LinkedIn Marketing Partner since 2017. Socialbakers was named in the 2018 Inc. 5000 list of the fastest-growing private companies in Europe. www.socialbakers.com

Trends Report | Q4 2019 49 Methodology and Glossary

Methodology and Glossary Additional thresholds are applied for specific data sets:

Total interactions distribution at a minimum of 300

The Socialbakers quarterly trends report reflects the state of the Internal Ads-Benchmarks at a minimum of 200 active Socialbakers database during the quarter analyzed in the report benchmarks for a region or industry

(or if an extended period is used - the state during that period).

The data is collected only once for the defined period.

#AD hashtags at a minimum of 10 #AD hashtags per month in the influencer section

The minimum threshold for the report to be generated is 50 Profiles on Instagram and 50 Pages on Facebook for any given

category.

Trends Report | Q1 2020 42 Methodology and Glossary

Reactions: Social media landscape

The sum of Like, Love, Haha, Wow, Sorry and Anger reactions on posts Audience size: published by a Page on Facebook. Sum of all Followers (or Fans) of the profiles in the sample

Interactions: Activity volume: Interactions on Facebook are calculated as a sum of all Reactions, Sum of all posts published in given time period (stories are not

Comments included)

and Shares on posts published by a Page. Interactions on Instagram are calculated as a sum of Likes and Comments on posts published by a Profile. User engagement: Sum of all interactions on posts published in a given time period.

Median interactions in time: The bubble sizes are calculated for each metric separately in order to Median value for profiles (pages) in the sample. The value is the compare each pair of metrics between platforms sum of Interactions gathered on posts published in a given month. ADS Relative median interactions in time: Organic means not promoted (not paid to be shown in the feed). We use Same as Median Interactions in time, but the values are the ratios of the Socialbakers' internal algorithm that detects with almost 100% accuracy maximum value in the given time period (separately for each platform). whether a post has been promoted or not.

Median weekly value: Cost per Click (CPC) or Impressions by Device Platform: Calculated as median weekly ad account spend. Per each account we look at Median of given metric for all available Ad Accounts. As an Ad Account weekly spend value and from all of these ad accounts in one category we can be used on Facebook, Instagram in Messenger or Audience Network, calculate median value. data is for all platforms together.

Trends Report | Q1 2020 43 Methodology and Glossary

Cost per Click (CPC) and Cost per mille (CPM) by Platform Position: influencers

Median for all available Ad accounts. Platform positions are different for Influencer: Facebook and Instagram. The chart shows only the top 5 positions by Instagram business profile of a person followed by more than 1000 profiles.

relative spend (see below).

Evolution of #AD Usage: Relative Spend by Platform Position: The total number of distinct Influencers who have posted #AD (or available Identifies on which positions the highest budget was allocated. The data is local equivalent) aggregated by month. To be included, the post must contain normalized (%) and shows the average distribution of an account's spend. both the #AD hashtag and a mention of a profile from the given region and category.

Click-Through Rate (CTR) by Platform Position: CTR median values of the top 5 positions by relative spend. CPC, CPM and Influencer's score: Spend metrics are in USD. The score represents influencer's relative performance in key metrics: the

sum of interactions, Interactions per 1000 followers, number of followers and Post grade: their posting activity.

Post grade is a metric provided exclusively by Socialbakers for performance

prediction and uses an A+ to D grading system to show how each post is Top Influencers Mentioning {category} Profiles: predicted to perform based on the previous 72 hours organic performance. Ranking of influencers who mentioned at least one profile from a given category and region in the given time range. Influencers are not filtered by country and therefore may occur in multiple rankings.

Trends Report | Q1 2020 44 Methodology and Glossary

Influencer Marketing Efficiency: % Paid Media: percentage of all posts on promoted posts

Is the ratio of Interactions acquired on influencer's (e.g. Hermione Granger) post mentioning the profile (e.g. Hogwarts Express) compared to Activity: post published by the Hogwarts Express itself. Average posts published by a profile on the platform in a given time period.

The higher the score is, the more efficient the cooperation. To be included in Community Size: the ranking, the influencers posts must include both #AD (or local equivalent) Average Fans/Followers/Subscribers count on the platform

and a profile mention (@Hogwarts_Express) to be displayed in the report (transportation brands in the UK). Interactions: Average Interactions per page received on posts published in the given APPENDIX time period % Comments: the percentage of total interactions on comments

#AD Usage: % Reactions: the percentage of total interactions on reactions The total number of influencers who used #AD (or available local equivalent) in Instagram posts Extended glossary available on Socialbakers website % Shares: the percentage of total interactions on shares Reach (Total): % Live Video: the percentage of all posts on live video posts The number of people who had any content from your Page or about your Page enter their screen. This includes posts, check-ins, ads, social % Other Than Like: shows the percentage of reactions excluding like information from people who interact with your Page and more. (Unique reactions (love, haha, wow, sorry, anger) Users)

Trends Report | Q1 2020 45 Methodology and Glossary

Paid Reach: The number of people who had any content from your Page or about your Page enter their screen through paid distribution such as an ad. (Unique Users)

Organic Reach: The number of people who had any content from your Page or about your Page enter their screen through unpaid distribution. This includes posts, stories, check-ins, social information from people who interact with your Page and more. (Unique Users)

Trends Report | Q1 2020 46 Methodology and Glossary

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Trends Report | Q4 2019 54