It was back in March of 2016 when Facebook announced that three million businesses actively advertise on their social platform. Facebook is now saying that the number is up to four million. That’s a million new advertisers added within a seven month period.
To compare, Twitter is claimed over 130,000 advertisers in the fourth quarter of 2015. Instagram announced last week that over 500,000 brands buy its ads every month, which is up from 200,000-plus in February 2016.
As Facebook’s advertiser base is growing, so is the role of mobile for those advertisers, but in a different way many would think. Over four-fifths of Facebook’s advertising revenue is from ads shown on smartphones and tablets, but 40 percent of Facebook’s active advertisers have created an ad using a smartphone or tablet.
Something else interesting is how many of Facebook’s active advertisers are buying its video ads: more than 20 percent. This is surprising, given how much attention Facebook and others are putting towards its video ads business, especially since they rolled out autoplay video ads and in light of the recent hysteria over some erroneous video ad measurements.
It may be only around 20 percent that advertisers are focusing on video ads, but don’t think Facebook’s video ad business is being overblown. In the past month, over four million new video ads have been created on Facebook. A majority of the advertisers on Facebook aren’t buying its video ads because it may have to do with the fact that over 70 percent of those advertisers are outside of the US. Facebook has been adding the most advertisers in southeast Asia. This is where people are most likely checking Facebook on weak cell signals. Because of this, they are better served by Facebook’s slideshow ads or text and photo ones.
It’s Vietnam where Facebook’s ad business is booming. Other countries that are experiencing the highest growth rates in the past year include the likes of Indonesia, Greece, Ukraine and Philippines. Vietnam is ranking alongside the US, Brazil, Mexico and the UK among countries where Facebook added the most advertisers in the past year.