Facebook still reigns for advertisers as Meta takes nearly 90% of social budgets: Pathmatics

Darcy Song

January 16, 2023 9:51

In the past 6 months Facebook landed 63% of social media budgets across Australia’s top 20 digital advertisers, according to new figures from Pathmatics, while Instagram took 27%, TikTok 7% and Snapchat 3%.

This means Facebook and Instagram’s parent company, Meta, netted close to 90% of the social media budgets across those advertisers.

[click to enlarge]: *percentage social indicates the total percentage of digital advertising budgets allocated to social media platforms including Facebook, Instagram, TikTok and Snapchat

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.