Dive Transient:
- Entrepreneurs want Instagram as their platform for video-based consumer acquisition over TikTok, in line with international analysis from app advertising resolution Zoomd that Advertising Dive can completely share.
- When requested to separate their consumer acquisition spend between Instagram and TikTok, 79% of survey respondents allotted at the very least 75% of their finances to Instagram, in contrast with 25% at most for TikTok. Nevertheless, when requested which media sources they labored with in 2023, 53% of respondents mentioned each TikTok and Instagram.
- The survey was performed in February and March 2024, earlier than U.S. lawmakers authorized a invoice requiring TikTok to separate from its Chinese language possession or face a possible ban within the nation, which the ByteDance-owned firm is now difficult in courtroom.
Dive Perception:
Whereas the potential choice by cell entrepreneurs for Instagram relating to consumer acquisition might simply be defined away by the uncertainty of TikTok’s future, the truth that the Zoomd survey was performed earlier than the U.S. Congress voted to power a sale of the platform from its Chinese language possession or face a ban might reveal a separate challenge. Particularly, Instagram and its mother or father, Meta, could also be extra advertiser pleasant than TikTok and, due to this fact, extra palatable to entrepreneurs.
“I consider the choice for Instagram is a mirrored image of the consumer acquisition KPIs achieved by way of Instagram and the mixed influence of Meta’s advert options for cell entrepreneurs,” mentioned Zoomd CMO Omri Argaman, in an announcement shared with Advertising Dive.
Different findings within the survey revealed {that a} median of fifty% of cell entrepreneurs have used synthetic intelligence (AI) expertise to optimize their consumer acquisition campaigns, although that utilization price various extensively. The buzzy tech continues to captivate adland, whereas platforms together with Meta have concurrently been increasing their know-how. Forty p.c of respondents mentioned that they used AI to optimize 60% of their consumer acquisition adverts.
Reflecting the rising use of user-generated content material and the growing energy of influencers, 56% of respondents in Zoomd’s survey mentioned they used influencers and creators for consumer acquisition in 2023. Entrepreneurs are additionally betting on creators extra broadly, with 44% planning to extend their funding in content material creators this 12 months, in line with findings from the IAB and TalkShoppe.
Different findings from the examine counsel that cell entrepreneurs are having issue navigating the brand new privacy-driven app monitoring modifications on iOS and Android platforms. Solely 13% of these surveyed used first-party information in most (greater than 80%) of their consumer acquisition campaigns, whereas 19% of respondents solely used first-party information in 20% of their campaigns. Regardless of the elevated challenges of retargeting and retention because of the privateness restrictions, 69% of respondents mentioned they’re growing their budgets for such campaigns by as a lot as 20% in 2024.
Extra optimistically, 53% of respondents mentioned they plan on growing their consumer acquisition budgets this 12 months, whereas the remaining 47% mentioned they might keep the identical. Greater than half of the respondents (53%) mentioned they used greater than 10 cell media sources in 2023. Three-quarters of respondents mentioned they’ll use the identical quantity in 2024 whereas the rest mentioned they might use extra.
When respondents have been requested how they monetize their apps, in-app purchases stay the most well-liked monetization possibility, cited by 81% of the respondents. Half of these surveyed mentioned they monetized via in-app promoting and 38% mentioned they used cost for downloads or subscriptions.
