Winmo

Top Social Spenders By Category: October 2021

In October 2021, top social media advertisers across Facebook, Instagram, and Twitter varied by category, with Disney leading Arts & Entertainment spending $14.3M on Facebook and $9.4M on Instagram, Lexus dominating Auto with over $1M on each platform, UPS and Shopify leading Business ads primarily on Facebook, Samsung and Oculus investing heavily in Computers & Consumer Electronics, and Hershey and Mars Wrigley as major spenders in Consumer Packaged Goods, illustrating the distinct, platform-specific advertising strategies tailored to diverse audiences on the three dominant social networks.

Social media is too broad of a term now. What gets attention on TikTok would never fly on LinkedIn. Twitter is where you go to share opinions while Instagram is where you go to share images. And Facebook is a world in and of itself. Today, the umbrella term “social spenders” doesn’t tell you much because each channel is so hyper-personalized based on content, audience, and impression data.

Even with dozens of social platforms on the app store and new ones launching every month (welcome to the club, Clubhouse), Facebook, Instagram, and Twitter still reign as the holy trinity of paid advertising. These sites have the largest reach, the most diverse audiences, and have tested and perfected their advertising networks with brands. Though not without controversy (looking at you, Facebook), profits continue to soar.

Check out the top social spenders by category (Facebook, Instagram, and Twitter) for 19 of the top categories in Winmo.

Arts & Entertainment

  1. 1.Disney: Facebook – $14.3M, Instagram – $9.4M, Twitter – $3M
  2. 2.Hulu: Facebook – $3.7M, Instagram – $6.5M, Twitter – $11K
  3. 3.Cinemark: Facebook – $2.3M, Instagram – $1.6M

Auto

  1. 1.Lexus: Facebook – $1.7M, Instagram – $1.1M, Twitter – $1.3M
  2. 2.Hyundai: Facebook – $1.3M, Instagram – $1.8M, Twitter – $275K
  3. 3.Volvo: Facebook – $829K, Instagram – $2.1M, Twitter – $177K

Business

  1. 1.UPS: Facebook – $5.3M, Instagram – $1.4M, Twitter – $110K
  2. 2.Shopify: Facebook – $4.8M, Instagram – $1.4M, Twitter – $77K
  3. 3.Vistaprint: Facebook – $3.7M, Instagram – $73K

Computers & Consumer Electronics

  1. 1.Samsung: Facebook – $7.8M, Instagram – $6.8M, Twitter – $169K
  2. 2.Oculus: Facebook – $9.1M, Instagram – $4.4M, Twitter – $59K
  3. 3.Google: Facebook – $2.7M, Instagram – $5.1M, Twitter – $1.5M

Consumer Packaged Goods

  1. 1.Hershey: Facebook – $2M, Instagram – $5.9M
  2. 2.Mars Wrigley: Facebook – $1.5M, Instagram – $3M, Twitter – $1.5M
  3. 3.Frito-Lay: Facebook – $1.7M, Instagram – $3.2M, Twitter – $743K

Retail

  1. 1.Amazon: Facebook – $30.3M, Instagram – $44.9M, Twitter – $2.8M
  2. 2.Walmart: Facebook – $15.1M, Instagram – $10.1M, Twitter – $694K
  3. 3.Target: Facebook – $15.2M, Instagram – $4.8M, Twitter – $1.2M

Financial Services

  1. 1.American Express: Facebook – $18.2M, Instagram – $2.1M, Twitter – $189K
  2. 2.USAA: Facebook – $13M, Instagram – $495K, Twitter – $130K
  3. 3.PayPal: Facebook – $7.6M, Instagram – $2.5M, Twitter – $125K

Fitness & Wellness

  1. 1.Peloton: Facebook – $3.3M, Instagram – $1.5M
  2. 2.Tonal: Facebook – $1.1M, Instagram – $2M
  3. 3.Noom: Facebook – $1.5M, Instagram – $1.6M

Home & Garden

  1. 1.Home Depot: Facebook – $23.9M, Instagram – $4.4M, Twitter – $194K
  2. 2.Ruggable: Facebook – $7.1M, Instagram – $1.4M
  3. 3.Purple: Facebook – $5.3M, Instagram – $942K

Jobs & Education

  1. 1.MasterClass: Facebook – $3.7M, Instagram – $386K
  2. 2.LinkedIn: Facebook – $2.1M, Instagram – $284K, Twitter – $166K
  3. 3.Purdue University: Facebook – $1.2M, Instagram – $453K

Nonprofit

  1. 1.AARP: Facebook – $6.6M, Instagram – $496K, Twitter – $224K
  2. 2.Partnership to End Addiction: Facebook – $2.2M
  3. 3.ACLU: Facebook – $1.2M, Instagram – $800

Pets

  1. 1.BarkBox: Facebook – $3.5M, Instagram – $3.3M
  2. 2.Petco: Facebook – $5.3M, Instagram – $1.4M
  3. 3.PetSmart: Facebook – $1.2M, Instagram – $3.8M

Pharma & Healthcare

  1. 1.Pfizer: Facebook – $17.8M, Instagram – $1.9M, Twitter – $128K
  2. 2.GSK: Facebook – $6.5M, Instagram – $2.2M, Twitter – $717K
  3. 3.Johnson & Johnson: Facebook – $4.5M, Instagram – $3.8M

Real Estate

  1. 1.Opendoor: Facebook – $3.6M, Instagram – $414K
  2. 2.Flyhomes: Facebook – $807K, Instagram – $146K
  3. 3.OfferPad: Facebook – $667K, Instagram – $247K

Software

  1. 1.Microsoft: Facebook – $12.6M, Instagram – $3.3M, Twitter – $855K
  2. 2.Adobe: Facebook – $10.2M, Instagram – $3.8M, Twitter – $104K
  3. 3.Wix.com: Facebook – $11.2M, Instagram – $371K, Twitter – $32K

Sports

  1. 1.NFL: Facebook – $3.3M, Instagram – $1.1M, Twitter – $384K
  2. 2.NBA: Facebook – $3M, Instagram – $1.4M, Twitter – $163K
  3. 3.MLB: Facebook – $1.5M, Instagram – $491K, Twitter – $91K

Style, Fashion & Beauty

  1. 1.Ulta: Facebook – $6.5M, Instagram – $2.5M
  2. 2.H&M: Facebook – $2.1M, Instagram – $4.9M, Twitter – $345K
  3. 3.Coach: Facebook – $3.1M, Instagram – $2.7M

Telecom

  1. 1.T-Mobile: Facebook – $9.1M, Instagram – $4.6M, Twitter – $53K
  2. 2.AT&T: Facebook – $6.9M, Instagram – $2.3M, Twitter – $1.3M
  3. 3.Sling TV: Facebook – $3.5M, Instagram – $4.2M

Travel & Tourism

  1. 1.Airbnb: Facebook – $4.4M, Instagram – $626K, Twitter – $400
  2. 2.Lyft: Facebook – $3.3M, Instagram – $760K
  3. 3.Southwest Airlines: Facebook – $1.5M, Instagram – $937K, Twitter – $803K

Interested in ad buying contacts for these brands? Want to explore other top advertisers and social spenders? Request your trial of Winmo to uncover opportunities like these at scale here.

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