Top Social Spenders By Category: February 2021

February 2, 2021

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. 

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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 21 of the top categories in Winmo.

ARTS & ENTERTAINMENT

Facebook

  1. Disney: $6,363,000 (28.88%); 848,398,100 impressions (28.88%)
  2. Hulu: $2,663,600 (12.09%); 355,151,100 impressions (12.09%)
  3. Hunt A Killer: $1,428,800 (6.49%); 190,508,600 impressions (6.49%)

Instagram

  1. Disney: $4,799,600 (22.96%); 727,211,400 (22.96%)
  2. Netflix: $1,789,400 (8.56%); 271,118,500 (8.56%)
  3. Ellation: $1,196,100 (5.72%); 181,231,100 (5.72%)

Twitter

  1. Disney: $1,677,100 (83.68%); 402,189,500 (83.68%)
  2. The Dissident Movie: $67,200 (3.35%); 16,108,500 (3.35%)
  3. Toomics: $57,000 (2.84%); 13,670,300 (2.84%)

AUTO

Facebook

  1. Toyota: $3,920,700 (17.8%); 522,758,500 (17.8%)
  2. Nissan: $1,913,100 (8.69%); 255,074,600 (8.69%)
  3. Carvana: $903,200 (4.1%); 120,422,900 (4.1%)

Instagram

  1. Toyota:  $2,466,900 (20.56%) ; 373,773,400 (20.56%)
  2. CarMax: $931,700 (7.77%); 141,161,200 (7.77%)
  3. Nissan: $863,300 (7.2%); 130,806,200 (7.2%)

Twitter

  1. Volvo: $251,100 (22.14%) ; 60,211,300 (22.14%)
  2. Toyota: $195,400 (17.23%); 46,851,700 (17.23%)
  3. AutoOverload : $163,200 (14.39%); 39,131,900 (14.39%)

COMPUTERS & CONSUMER ELECTRONICS

Facebook

  1. Remarkable AS: $2,475,500 (12.85%); 330,064,200 (12.85%)
  2. Samsung: $2,065,700 (10.73%); 275,420,500 (10.73%)
  3. Oculus VR: $702,600 (3.65%); 93,676,500 (3.65%)

Instagram

  1. Samsung: $4,439,000 (17.23%); 672,582,000 (17.23%)
  2. Dell: $2,212,400 (8.59%); 335,216,200 (8.59%)
  3. Google: $1,363,100 (5.29%); 206,526,900 (5.29%)

Twitter

  1. Dell: $841,000 (26.25%); 201,670,800 (26.25%)
  2. Samsung: $426,800 (13.32%); 102,339,100 (13.32%)
  3. IBM: $370,400 (11.56%); 88,823,400 (11.56%)

CONSUMER PACKAGED GOODS

Facebook

  1. General Mills : $4,691,600 (8.04%); 625,549,200 (8.04%)
  2. Procter & Gamble: $2,856,800 (4.9%); 380,908,600 (4.9%)
  3. Diageo: $2,567,700 (4.4%); 342,359,200 (4.4%)

Instagram

  1. Procter & Gamble: $15,626,100 (12.82%); 2,367,596,900 (12.82%)
  2. The Hershey Company: $8,274,800 (6.79%); 1,253,750,200 (6.79%)
  3. General Mills: $5,731,100 (4.7%); 868,346,700 (4.7%)

Twitter

  1. Mondelez International: $1,693,600 (16.24%); 406,127,500 (16.24%)
  2. Kraft Heinz Company: $1,619,600 (15.53%); 388,390,900 (15.53%)
  3. Nestle: $1,262,600 (12.11%); 302,781,200 (12.11%)

DATING

Facebook

  1. Match.com: $946,100 (42.11%); 126,145,700 (42.11%)
  2. Tawkify: $408,200 (18.17%); 54,428,300 (18.17%)
  3. Avanta: $240,400 (10.7%); 32,046,700 (10.7%)

Instagram

  1. Match.com: $476,900 (34.01%); 72,254,200 (34.01%)
  2. Chispa: $183,500 (13.08%); 27,796,700 (13.08%)
  3. Clover: $89,800 (6.41%); 13,609,300 (6.41%)

Twitter

  1. Match.com (only one Dating brand with Twitter spend): $2,000 (100%); 490,000 (100%)

FINANCIAL SERVICES

Facebook

  1. ChimeBank: $6,912,400 (10.57%); 921,659,500 (10.57%)
  2. LendingTree: $5,293,200 (8.1%) ; 705,763,300 (8.1%)
  3. Capital One: $5,278,800 (8.07%); 703,838,100 (8.07%)

Instagram

  1. Aspiration Fund Advisor: $2,191,200 (4.8%); 332,005,000 (4.8%)
  2. TrueBill: $2,003,900 (4.39%); 303,617,200 (4.39%)
  3. ChimeBank: $1,806,800 (3.95%); 273,755,700 (3.95%)

Twitter

  1. Discover Financial Services: $940,900 (17.33%); 225,634,500 (17.33%)
  2. SmartAsset: $553,300 (10.19%); 132,680,700 (10.19%)
  3. Bank of America: $551,800 (10.16%); 132,319,700 (10.16%)

FITNESS & WEIGHTLOSS

Facebook

  1. Goli Nutrition: $3,125,000 (9.38%); 416,661,800 (9.38%)
  2. ICON Health & Fitness: $2,771,500 (8.31%); 369,539,800 (8.31%)
  3. Factor75: $2,174,000 (6.52%); 289,866,100 (6.52%)

Instagram

  1. Noom: $1,612,900 (6.43%); 244,381,800 (6.43%)
  2. Goli Nutrition: $1,569,100 (6.26%); 237,743,600 (6.26%)
  3. Plexus (Chirp): $872,100 (3.48%); 132,140,400 (3.48%)

Twitter

  1. RunningDiet: $261,300 (39.63%); 62,672,200 (39.63%)
  2. Healthyandfit: $90,000 (13.64%); 21,573,300 (13.64%)
  3. Perfect Origins: $81,300 (12.33%); 19,506,200 (12.33%)

FOOD & DRINK

Facebook

  1. GrubHub: $4,713,800 (5.8%); 628,510,500 (5.8%)
  2. Kroger: $4,367,300 (5.38%); 582,300,300 (5.38%)
  3. DoorDash: $4,140,500 (5.1%); 552,065,600 (5.1%)

Instagram

  1. Dunkin Brands: $3,102,300 (4.61%); 470,038,600 (4.61%)
  2. Starbucks: $3,025,100 (4.49%); 458,351,500 (4.49%)
  3. DoorDash: $2,800,400 (4.16%); 424,307,400 (4.16%)

Twitter

  1. Dunkin Brands: $798,100 (30.25%); 191,396,700 (30.25%)
  2. Starbucks: $391,900 (14.85%); 93,976,800 (14.85%)
  3. Jack in the Box  –  $284,200 (10.77%); 68,157,100 (10.77%)

GAMING

Facebook

  1. Sony Games: $2,232,200 (12.31%); 297,624,100 (12.31%)
  2. Virtual Gaming Worlds: $1,918,700 (10.58%); 255,825,700 (10.58%)
  3. Humble Bundle: $1,794,100 (9.89%); 239,214,100(9.89%)

Instagram

  1. Rockstar Games: $3,372,600 (8.55%); 510,993,400 (8.55%)
  2. Electronic Arts: $1,648,700 (4.18%); 249,796,700 (4.18%)
  3. Sony Games: $1,225,500 (3.11%); 185,684,200 (3.11%)

Twitter

  1. Rockstar Games: $351,800 (26.84%); 84,363,800 (26.84%)
  2. DraftKings: $191,800 (14.64%); 46,006,100 (14.64%)
  3. Sony Games: $173,000 (13.2%); 41,496,600 (13.2%)

HOME & GARDEN

Facebook

  1. Home Depot: $10,808,600 (19.08%); 1,441,143,400 (19.08%)
  2. Purple: $5,067,100 (8.94%); 675,609,800 (8.94%)
  3. Techtronic Industries: $4,291,600 (7.58%); 572,216,600 (7.58%)

Instagram

  1. Home Depot: $2,602,400 (11.05%); 394,296,000 (11.05%)
  2. Scotts Miracle-Gro Company: $954,700 (4.05%); 144,653,500 (4.05%)
  3. Wayfair:$883,000 (3.75%); 133,780,700 (3.75%)

Twitter

  1. Home Depot: $465,400 (48.56%); 111,605,800 (48.56%)
  2. Sleepgram Pillows: $275,600 (28.76%); 66,102,500 (28.76%)
  3. John Deere & Company: $100,100 (10.45%); 24,014,700 (10.45%)

MEDIA

Facebook

  1. Home Box Office: $28,753,300 (27.61%); 3,833,772,000 (27.61%)
  2. Starz Entertainment: $8,939,500 (8.58%); 1,191,939,800 (8.58%)
  3. Wall Street Journal: $8,548,000 (8.21%); 1,139,735,500 (8.21%)

Instagram

  1. Home Box Office  –  $8,676,800 (13.2%)  –  1,314,665,600 (13.2%)
  2. Discovery Channel  –  $8,417,300 (12.8%)  –  1,275,354,900 (12.8%)
  3. Starz Entertainment  –  $6,343,400 (9.65%)  –  961,125,700 (9.65%)

Twitter

  1. ThePennyHoarder.com: $922,000 (11.47%); 221,095,600 (11.47%)
  2. Particle Media: $687,300 (8.55%); 164,819,100 (8.55%)
  3. Home Box Office: $673,900 (8.39%); 161,608,600 (8.39%)

NONPROFIT

Facebook

  1. AARP: $2,005,100 (23.71%); 267,353,000 (23.71%)
  2. Doctors Without Borders: $1,211,500 (14.33%); 161,526,800 (14.33%)
  3. ACLU: $460,800 (5.45%); 61,443,400 (5.45%)

Instagram

  1. AARP: $450,000 (29.73%); 68,183,500 (29.73%)
  2. Truth Initiative: $190,400 (12.58%); 28,853,900 (12.58%)
  3. Compassion International: $85,100 (5.62%); 12,889,800 (5.62%)

Twitter

  1. Sandy Hook Promise: $146,600 (44.54%); 35,166,700 (44.54%)
  2. USAFacts Institute: $50,400 (15.31%); 12,084,500 (15.31%)
  3. Doctors Without Borders: $34,200 (10.38%); 8,197,600 (10.38%)

PETS

Facebook

  1. Petco: $1,984,600 (18.49%); 264,616,700 (18.49%)
  2. BarkBox: $1,590,400 (14.82%); 212,054,100 (14.82%)
  3. The Farmer’s Dog: $643,500 (5.99%); 85,794,100 (5.99%)

Instagram

  1. Chewy: $1,485,000 (15.73%); 224,992,800 (15.73%)
  2. PetSmart: $1,056,300 (11.19%); 160,052,700 (11.19%)
  3. Petco: $960,500 (10.17%); 145,524,300 (10.17%)

Twitter

  1. Blue Buffalo Pet Food: $488,400 (59.18%); 117,132,400 (59.18%)
  2. Mars Petcare: $274,300 (33.24%); 65,781,600 (33.24%)
  3. Big Heart Petcare: $28,100 (3.4%); 6,737,700 (3.4%)

PHARMA & HEALTHCARE

Facebook

  1. Pfizer: $4,037,900 (8.96%); 538,384,100 (8.96%)
  2. St. Jude Children’s Research Hospital: $1,949,300 (4.32%); 259,907,500 (4.32%)
  3. MaryRuth Organics: $1,896,100 (4.21%); 252,817,500 (4.21%)

Instagram

  1. Pfizer: $2,782,500 (8.23%); 421,595,600 (8.23%)
  2. SmileDirectClub: $2,764,100 (8.17%); 418,807,200 (8.17%)
  3. CSL Behring: $980,900 (2.9%); 148,622,600 (2.9%)

Twitter

  1. GlaxoKlineSmith: $688,800 (17.81%); 165,183,500 (17.81%)
  2. Merck & Co: $628,400 (16.25%); 150,694,100 (16.25%)
  3. Pfizer: $548,200 (14.18%); 131,460,900 (14.18%)

REAL ESTATE

Facebook

  1. Opendoor: $2,492,700 (39.67%); 332,354,400 (39.67%)
  2. Zillow: $943,300 (15.01%); 125,772,900 (15.01%)
  3. Houwzer: $520,800 (8.29%); 69,438,100 (8.29%)

Instagram

  1. Move, Inc.:  $279,400 (11.82%); 42,339,900 (11.82%)
  2. Opendoor: $214,500 (9.07%); 32,503,500 (9.07%)
  3. Zillow: $206,900 (8.75%); 31,355,500 (8.75%)

Twitter

  1. Zillow: $7,200 (35.27%); 1,729,000 (35.27%)
  2. Move, Inc.: $5,500 (26.85%); 1,316,200 (26.85%)
  3. Lennar Corporation: $5,000 (24.69%); 1,210,300 (24.69%)

RETAIL

Facebook

  1. Walmart: $5,837,000 (7.26%); 778,263,800 (7.26%)
  2. Amazon: $4,203,500 (5.23%); 560,461,100 (5.23%)
  3. Ruggable: $3,263,800 (4.06%); 435,179,400 (4.06%)

Instagram

  1. Amazon: $16,043,800 (18.82%); 2,430,883,700 (18.82%)
  2. Target: $3,864,600 (4.53%) ; 585,548,500 (4.53%)
  3. Walmart: $3,617,900 (4.24%) ; 548,168,700 (4.24%)

Twitter

  1. Amazon: $844,300 (24.43%); 202,473,400 (24.43%)
  2. Kohl’s: $611,200 (17.69%); 146,575,300 (17.69%)
  3. CVS: $557,800 (16.14%); 133,769,800 (16.14%)

SOFTWARE

Facebook

  1. Wix.com: $16,859,600 (35.85%); 2,247,949,600 (35.85%)
  2. PastBook: $3,656,100 (7.77%); 487,483,100 (7.77%)
  3. Adobe Systems: $1,950,300 (4.15%); 260,033,800 (4.15%)

Instagram

  1. Microsoft: $2,464,700 (9.73%); 373,439,100 (9.73%)
  2. Mercari: $1,997,800 (7.89%); 302,698,100 (7.89%)
  3. Adobe Systems: $1,594,500 (6.3%); 241,594,900 (6.3%)

Twitter

  1. Microsoft: $103,400 (11.18%); 24,804,800 (11.18%)
  2. DuckDuckGo: $68,200 (7.37%); 16,350,400 (7.37%)
  3. Okta: $65,800 (7.11%); 15,772,200 (7.11%)

SPORTS

Facebook

  1. NHL: $1,563,000 (18.16%); 208,404,400 (18.16%)
  2. NFL: $1,293,900 (15.03%); 172,524,400 (15.03%)
  3. NBA: $1,233,900 (14.34%); 164,524,500 (14.34%)

Instagram

  1. NBA: $700,000 (18.12%); 106,063,300 (18.12%)
  2. NFL: $563,400 (14.58%); 85,357,600 (14.58%)
  3. City Gear: $448,700 (11.61%); 67,987,200 (11.61%)

Twitter

  1. NFL: $371,000 (66.59%); 88,980,400 (66.59%)
  2. NewArena.com: $85,000 (15.25%); 20,380,400 (15.25%)
  3. NBA: $46,700 (8.39%); 11,206,200 (8.39%)

STYLE, FASHION & BEAUTY

Facebook

  1. L Brands: $1,645,100 (3.32%); 219,350,800 (3.32%)
  2. Ulta: $1,224,800 (2.47%); 163,312,900 (2.47%)
  3. Stitch Fix: $1,149,300 (2.32%); 153,242,300 (2.32%)

Instagram

  1. Stitch Fix: $2,511,100 (3.68%); 380,472,700 (3.68%)
  2. L Brands: $1,829,400 (2.68%); 277,187,200 (2.68%)
  3. Shein Group: $1,555,800 (2.28%); 235,730,100 (2.28%)

Twitter

  1. Ipsy  –  $234,400 (27.4%)  –  56,207,000 (27.4%)
  2. Cole Haan  –  $223,000 (26.06%)  –  53,467,100 (26.06%)
  3. H&M  –  $158,600 (18.54%)  –  38,030,100 (18.54%)

TELECOM

Facebook

  1. AT&T: $1,751,000 (8.32%); 233,465,600 (8.32%)
  2. Spectrum: $1,748,300 (8.31%); 233,101,900 (8.31%)
  3. T-Mobile: $1,737,200 (8.25%); 231,625,900 (8.25%)

Instagram

  1. AT&T: $1,565,100 (22.74%); 237,136,300 (22.74%)
  2. T-Mobile: $884,400 (12.85%); 134,001,000 (12.85%)
  3. Sling TV: $550,200 (7.99%); 83,365,900 (7.99%)

Twitter

  1. Verizon: $1,146,300 (42.34%); 274,889,600 (42.34%)
  2. AT&T: $759,900 (28.07%); 182,223,800 (28.07%)
  3. Comcast: $385,900 (14.25%); 92,534,000 (14.25%)

TRAVEL

Facebook

  1. Southwest Airlines: $1,966,400 (12.4%); 262,183,500 (12.4%)
  2. Marriott International: $1,828,200 (11.53%); 243,765,300 (11.53%)
  3. MGM Resorts International: $1,175,000 (7.41%); 156,661,000 (7.41%)

Instagram

  1. Disney Parks & Resorts: $985,900 (12.49%); 149,384,100 (12.49%)
  2. Expedia: $755,300 (9.57%); 114,439,100 (9.57%)
  3. Vail Resorts: $476,800 (6.04%); 72,241,600 (6.04%)

Twitter

  1. Southwest Airlines:  72,241,600 (6.04%); $251,200 (36.19%)
  2. N E O M: $130,700 (18.82%); 31,332,000 (18.82%)
  3. American Airlines: $96,000 (13.83%); 23,023,400 (13.83%)

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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If you liked this blog post, check out:

  1. Emerging Industries Report: Q1 2021
  2. How Winmo Launches Publishing Giant Into New Verticals: Q&A with Future’s Jason Webby
  3. How I Applied WinmoEdge Insights as an Agency Client

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