2020年Q3社交媒体趋势报告.docx

Table of Contents Advertising 3-15 Distribution of Post Types 21 Ad Spend by Regions Ad Spend by Industry 4 5 Performance of Post Types Video Usage Across Platforms 22 2s Evolution of Brand Ad Spend 6 Proportion of Video on lnstagram and Facebook 24 Evolution of CPC by Region 7 Proportion of Live Video 2s lnstagram and Facebook Ad Spend 8 Evolution of Reach and Performance by Video Length 26 Evolution of CPC and CTR 9 Interactions and Reach by Video Length 27 CPC and CPM by Ad Placement 10 Engagement Rate by Region 2g Relative Spend and CTR by Platform 11 Engagement Rate by Industry 29 Distribution of Ad Spend 12 Organic Takeaways to Evolution of Facebook Ad Reach by Region 13 Influencers 31-36 Evolution of Facebook Ad Reach by Industry 14 lnfluencer Marketing and #Ad Usage 32 Paid Takeaways 15 Top Influencers Mentioning Brands 33 Organic Engagement 16-30 Brands Mentioned by MOst Influencers 34 Number of Followers, Posts, and Interactions 17 Effective lnfluencer Campaign is Fans Online Behavior 18 lnfluencer TakeawayS 36 Distribution of Interactions by Industry 19 Methodology and Glossary 38-42 Evolution of Relative Interactions 20 Advertising Advertising  Global Ad Spend Jumps 56.4Oé  Ad Spend by Region Worldwide ad spend increased by 56.4% in Q3 compared to where it was at the end of Q2. The global spend average at the end of the quarter was nearly double where it had been during the lowest point of the pandemic at the end of March. 2 000 1 500 The increase was seen most significantly in Northern America, where spend increased by 61.7% during Q3. Part of that was due to a decrease right at the end of Q2 related to a Facebook ad boycott. Even marketers that stepped away from paid ads returned, though, leading to the large spike. Other regions with big increases included Central America (up 55.6%) and Western Europe (up 50.4%). Overall, spend levels have returned to where they were at the end of Q3 2019, and marketers should expect spend to co