Top 10 D2C Brands By Social Spend: Q2 2021 - Winmo
The top 10 direct-to-consumer (D2C) brands in Q2 2021, including Purple, Ruggable, Imperfect Foods, HelloFresh, Stitch Fix, SmileDirectClub, and Curology, significantly increased their social media advertising spend—primarily on Facebook and Instagram—with Facebook dominating overall spend and Instagram rising, while Twitter spending declined sharply, reflecting the growing investment in digital marketing as these brands capitalize on the advantages of D2C eCommerce such as competitive pricing, direct seller contact, and customer feedback.
Will the direct-to-consumer (D2C) market ever be saturated? We can buy luggage, eyeglasses, organic groceries, machine washable rugs, and even retainers without ever stepping foot inside a store. While COVID certainly sped up development, the top 10 D2C brands had already found success, then amplified it during quarantine.
D2C is a low barrier-to-entry eCommerce strategy that allows manufacturers and CPG brands to sell directly to the consumer, bypassing the conventional method of negotiating with a retailer or reseller. Shopping this way has many advantages, including:
- Competitive pricing.
- Direct contact with the seller.
- Access to experimental product releases.
- Direct feedback with the seller.
As D2C brands grow, so have their advertising and marketing investments, which increase as revenue increases.
Top 10 D2C Brands Spending on Facebook, Instagram, and Twitter in 2021
There is a significant decline in Twitter spending, as Facebook continues to reign supreme and Instagram rises in the ranks. All data is courtesy of Pathmatics Explorer.
- 1.
Purple: Mattresses (bed-in-a-box)
- Facebook spend: $12.6 million
- Instagram spend: $1.6 million
- Twitter spend: $63,000
- 2.
Ruggable: Machine washable rugs
- Facebook spend: $8 million
- Instagram spend: $2 million
- Twitter spend: $0
- 3.
Imperfect Foods: Grocery delivery focused on eliminating food waste
- Facebook spend: $7.9 million
- Instagram spend: $2 million
- Twitter spend: $0
- 4.
HelloFresh: Meal-kit delivery
- Facebook spend: $3.1 million
- Instagram spend: $4.5 million
- Twitter spend: $0
- 5.
Stitch Fix: Personal styling service
- Facebook spend: $2.9 million
- Instagram spend: $4.7 million
- Twitter spend: $0
- 6.
SmileDirectClub: Teledentistry
- Facebook spend: $662,000
- Instagram spend: $5.7 million
- Twitter spend: $0
- 7.
Curology: Personalized skincare formulas
- Facebook spend: $649,000
- Instagram spend: $5.3 million
- Twitter spend: $0
- 8.
Peloton: Exercise equipment and media company
- Facebook spend: $4.8 million
- Instagram spend: $870,000
- Twitter spend: $0
- 9.
Wayfair: Furniture and home goods
- Facebook spend: $3.8 million
- Instagram spend: $1.3 million
- Twitter spend: $0
- 10.
Grove Collaborative: Sustainable home essentials
- Facebook spend: $3 million
- Instagram spend: $2.3 million
- Twitter spend: $0
And if you’re interested in full contact details for these advertisers, Winmo offers human-verified sales intelligence to connect with budget-owners who control significant marketing investments.
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