How much brands spend on Facebook and Instagram ?

How much should I spend for my next digital campaign ? Which budget should I put on my next ads ? These are questions that advertisers are always facing. Even know a budget is defined by the campaign objective and the size of the audience, knowing how much brands of your industry are spending is always relevent.

Back in July, American magazine Digiday posted an article about major international companies that are currently boycotting Facebook Ads. According to Forbes, more than 500 brands are joining the movement that is based on reducing or cancelling every marketing budget for Facebook Ads. Let’s have a look at these budgets.

Monthly budget on Facebook and Instagram : July 2019 and June 2020.

AdvertiserAmount spent on Facebook – july 2019Amount spent on Instagram – june 2020
Adidas724 935 $868 344 $
Honda205 671 $135 030 $
Birchbox91 557 $21 794 $
Chipotle283 041 $1 275 160 $
The Clorox Company2 681 316$5 008 500 $
Coca-Cola2 308 745 $50 842 $
Denny’s60 630 $170 114 $
Diageo1 080 250 $3 707 844 $
Ford1 477 452 $NC
Hewlett Packard4 671 444 $55 506 $
Levi Strauss88 614 $369 152 $
The North Face1 063 875 $21 043 $
Patagonia170 067 $23 250 $
Pfizer1 479 164 $498 603 $
Puma185 432 $297 604 $
Starbucks9 234 423 $1 161 221 $
Verizon771 942 $507 249 $
Source : Digiday / Forbes.– July 2020

A rising trend

When you look at the figures, you can easily identify brands who are clearly boycotting Facebook ads like Coca-Cola and The North Face. For the rest, budget are on the rise overall. Facebook ads campaign are one of the fundamental pillards of digital media plans.

It’s hardly surprising to see that media buying are rising for most companies in this sample. However, keep in mind that these budgets were spent just after the lockdown, which may explain the rising trend.

Need help settling your media buying budget ? Feel free to reach out to one of our marketing expert.