Pathmatics: European Social Media Advertising Report 2022

Instagram, Snapchat and TikTok are now available for advertising on Pathmatics for the UK, Germany, France, Italy, Spain, Canada and Australia. This social channel expansion allows clients to view advertising data and trends for specific regions, countries and channels.

According to Pathmatics, advertisers in Europe’s top five countries (the UK, Spain, Italy, France and Germany) spent nearly $1.5 billion per month on social channels between May and August 2022.

Spotify diversifies its advertising strategy

Data from Sensor Tower shows that Spotify and Amazon Music have been the most downloaded music apps in the UK since 2019. However, the two brands have executed very different social advertising strategies so far in 2022. Facebook is the main advertising channel for Amazon Music, with 88% of its budget going to the channel, and another 11% going to Instagram. Spotify distributes its advertising budget more evenly across four different social channels: 45% on Instagram, 20% on Facebook, 18% on Snapchat, and 17% on TikTok. Spotify tends to use story-type posts, which account for 50% of total advertising on its social platforms.

Game publishers may benefit from Snapchat

Social advertising is critical to the gaming industry. Between May and August 2022, UK gaming advertisers spent 53% of their total ad spend on social channels. Over the past four months, Voodoo’s ad spend and download data shows a strong relationship between Snapchat and TikTok ad spend and new app downloads. Voodoo’s ad spend peaked around the first and second weeks of June, with more than 400,000 downloads during that period.

As European entertainment and gaming advertisers benefit from channels such as Snapchat and TikTok in the first half of 2022, more companies are likely to continue investing their advertising budgets in channels such as TikTok, which has proven to be an effective channel for promoting app downloads.