Facebook Still a Brand Favorite in MexicoBy MBN Staff | Wed, 05/20/2020 - 10:25
People's habits are changing due to the confinement brought by the COVID-19 crisis. Consequently, this has changed marketing and advertising trends and strategies. Among the main impacts is the decrease in the cost per click (CPC) in the regions most affected by the pandemic and a significant increase in the amount of time people spend online, according to the Q1-2020 Report on Trends in Social Networks made by Socialbakers.
The volume of activity and user engagement is also higher on Facebook, according to Socialbakers analysis. In Mexico, e-commerce brands register 18.87 percent of their total interactions on their Facebook profiles, while fashion brands receive 19.49 percent of their total interactions on their Instagram profiles. In the rest of the world, it is a completely different story since Instagram's audience is approximately 28 percent larger than Facebook's.
In Mexico, the highest performing brand profile on Facebook is Estudihambre, with 6,479,991 interactions in 1,508 posts. Other sites that had great performance are Rock The Traveler and Nestle Recipes. The profile of the best performing brands on Instagram is SHEIN Mexico, which has 1,798,098 followers and generated 4,377,304 interactions in 499 publications. Other profiles that also attract the attention of users are Bailando Juntos, a makeup brand by YouTuber Yuya, and LustCDMX, a sneakers store.
As in other regions of the world currently affected by the pandemic, the Cost per Mille (CPM) is also decreasing in Mexico. This presents an opportunity for brands looking to advertise now at a lower cost, according to Socialbakers.
Facebook followers of brand pages in Europe spent more time online during March. The peak time for online activity was at 8 p.m. and the difference became more noticeable on weekend nights. Comparing February with March, maximum usage time increased 13.2 percent on Friday nights and 14.8 percent on Saturday nights.
Advertising spending and cost per click (CPC) rose in East East Asia. In that region, spending increased 12.7 percent from the beginning of March. While CPC increased 30.7 percent in the past month, returning to fall 2019 levels. According to SocialBakers, as other regions take control of the COVID-19 crisis, ad spending may also pick up.