Facebook, Instagram’s Most Popular Apps Used by Advertisers: Report

Top social media platforms by usage – Facebook and Instagram were the most popular apps used by advertisers. Both of these platforms saw a significant number of non-gaming advertisers, with 149.6,000 ads posted on Facebook alone in 2021.

A number of non-gaming app advertisers declined for the first time in the past five years. In 2021, there were 190,000 mobile advertisers, down 8.23% from the previous year which had over 200,000 advertisers.

The reason attributed to this drop was mainly the saturation of the mobile application market, resulting in its first negative value in the last five years according to the SocialPeta 2021 Global Mobile Marketing white paper.

The report further states that the modern age is all about getting the most out of social media marketing, and global mobile app advertisers are aware of this.

Slowdown of advertisers on gaming apps

When it comes to gaming apps, reports indicate a significant difference in the number of advertisers and creatives. There has been a significant slowdown in the number of game advertisers in 2021 compared to 2020. Importantly, SociaPeta recorded a growth rate of 5%, game advertisers, in 2021, compared to a growth rate of 44% in 2020. The average creation time is 32.5 days, which has increased by 87.9% in 2021. The reason is that advertising data shows that classic materials are more popular in the market.

Casual games had the most advertisers, with over 18,000. Additionally, RPG games had the most creations, with a total number of over 6.6 million.

The SocialPeta report also predicted and analyzed mobile marketing trends in 2022. According to the report, the first trend is related to the popularity of user-generated content in short video apps, indicating that short video apps are exploiting the power of UGC through the voices of people and UGC has become the source of inspiration for creators of short video applications. Short user-generated content has found its way into the short video app market like TikTok.

Users would make videos of themselves and upload the videos while absorbing other interesting videos, and the high quality ones would help the platforms attract more new users.

The second trend is related to the influence of celebrities which helps to increase the popularity of mobile games. Compared to acquiring users through original creations, it is more effective to do so by working with celebrities. The celebrities in the following ads all have a lot of royal fans and therefore have a lot of influence. In addition, each of them is of a quality adapted to the tone of the product. As a result, it’s easier to get people to download and play the game.

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Posted: Friday, February 25, 2022, 6:02 PM IST

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