2025年社交媒体广告研究报告

Hello,we are Metricool! The tool that not only understands your work on social mediabut makes it easier too. Plan, publish, and analyze your social networks from a single place. More than 2 million professionals already trust us:from global brands like Adidas and Elle, to small local businesses,like a diving school in Cape Town. FebreroSign up for a free accountand start saving time today. Metrics are in our DNA (and in our name). It was our firstfunctionality and remains at the heart of everything we do. Yes, for free. Forever. No cards.No trial periods. Because understanding what’s happening on networks is notoptional.It’s the key to spotting trends, measuring results, andmaking better decisions. CREATE YOUR FREE ACCOUNT Index Methodology This study analyzes the performance of advertising campaigns onTikTok andMeta(Facebook, Instagram and WhatsApp) during the first quarter of 2025(January-March). MethodologyMethodology In total,503,281campaignswere examinedfrom 49,417 adaccounts. 49,417ad accounts How brands use SocialAdsHow brands use SocialAds $188,000,000 CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUNT Forever. No cards. Notrial periods. The combined campaignsgenerated more than114 billion impressionsand more than1.8 billioninteractionsacross allplatforms. All investment figureshave been harmonizedand converted to U.S.dollars (USD) to ensureconsistent data analysiscomparisons. The studyat a glance 72 days Meta Lead campaigns are the longest-lasting;brands keep them active for an average of 72 days SHORTEST-LASTING CAMPAIGNS of brands useTikTok Ads and Meta Adscampaigns. 25 days Interaction campaigns are the shortest-lasting;brands keep them active for an average of 25 days CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUNT Forever. No cards. Notrial periods. 30.8% Traffic campaigns make up 30.8% of interactionson Meta The studyat a glance CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUNT Forever. No cards. Notrial periods. Introduction If you need instant results,organiccontent is not always enough. The study at a glanceMethodologyMethodologyThe study at a glance IntroductionIntroduction Social media advertising is your shortcut:it helps you reach the right people at theright time, without waiting months.Of course, every shortcut has its trade-offs. Here is a guide to finding the path thatbest suits your brand so that you can invest well and get far without overspending. Social ads: Where, how,and whyTop of the FunnelMiddle of the FunnelBottom of the FunnelHow brands use SocialAdsConclusionsHow to measure yourcampaigns wellSocial ads: Where, how,and whyTop of the FunnelMiddle of the FunnelBottom of the FunnelHow brands use SocialAdsConclusionsHow to measure yourcampaigns well Choosing the right type of campaign is key to avoiding wasting your budget.Let’sstart with a quick guide to know which objective to use depending on what youwant to achieve: ReachShow your ad to as many people as possible. Ideal for gaining visibility fast. AwarenessShow your brand to people who are more likely to be interested.Ideal for making yourself known without wastingimpressions. Web conversionsDrive traffic to your website to perform a specific action (purchase, registration, etc.).Ideal for converting visits into results. Video viewsMaximizes views among users most likely to be interested. Ideal if you want your video to be seen (rather than justshown). Sales Lead GenerationCollect data from potential customers with an integrated form. Ideal for building your contact base. CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUNT Forever. No cards. Notrial periods. TrafficLeads users to a specific page (web, video, course). App PromotionAds that redirect to app stores. Ideal to increase visits or drive traffic to a key site. Ideal for increasing downloads if you have an app. InteractionIncreases likes, comments, messages, or reproductions. SalesSends traffic to your e-commerce or catalog. Ideal to generate community and engagement from thebeginning. Ideal for driving direct purchases. Social Ads:Where, how, and why It’s time to get down to business with the survey data.And before comparing,we need to sort it out. At each stage, we will see what types ofcampaigns correspond to that point in thefunnel and compare the options offered by eachplatform: We have structured the analysisaccording to the classicmarketing funnel: CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUNT Forever. No cards. Notrial periods. Campaigns for eachstage of the funnel The study at a glanceMethodologyIntroductionMethodologyThe study at a glanceIntroduction Top of the FunnelMiddle of the FunnelBottom of the FunnelHow brands use SocialAdsConclusionsHow to measure yourcampaigns wellTop of the FunnelMiddle of the FunnelBottom of the FunnelHow brands use SocialAdsConclusionsHow to measure yourcampaigns well Middle of the Funnel Bottom of the Funnel CREATE YOUR FREE ACCOUNTCREATE YOUR FREE ACCOUN