Top Social Spenders By Category: October 2021

October 27, 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 19 of the top categories in Winmo.

Arts & Entertainment

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

Social Spending

Auto

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

Lexus social spending

Business

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

UPS social spending

Computers & Consumer Electronics

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

samsung social

Consumer Packaged Goods

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

hershey social spending

Retail

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

Amazon

Financial Services

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

American Express

Fitness & Wellness

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

Peloton

Home & Garden

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

home depot

Jobs & Education

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

MasterClass

Nonprofit

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

AARP

Pets

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

barkbox

Pharma & Healthcare

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

pfizer

Real Estate

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

open door

Software

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

Microsoft

Sports

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

NFL

Style, Fashion & Beauty

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

Ulta

Telecom

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

t-mobile

Travel & Tourism

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

Airbnb

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:

Request a Winmo trial today


If you liked this blog post, check out:

  1. 33 Brands With New CMOs: Q4 2021
  2. How Winmo Launches Publishing Giant Into New Verticals: Q&A with Future’s Jason Webby
  3. Top 10 D2C Brands By Social Spend: Q2 2021

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