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How Much Do Your Competitors Spend on Instagram Advertising?

January 28 2021 by Sarah Fleishman

Want to see how much your competitor’s spend on Instagram ads? Boy, wouldn’t that be nice, right? 

Your sales team would love you. Your marketing department would love you. We’re not saying you’d get a raise but we’re also not not saying you’d get a raise. There’d be a party for sure. And probably cake. Definitely a statue erected in your honor. Just imagine the possibilities. It’s an Instagram competitor analysis dream.

Well your dreams of becoming a bronze statue in a business park are about to come true.

Instagram is on the rise. Everyone’s favorite photo sharing platform has reached an all-time high market share, and it’s still growing. And even though Facebook has a larger reach, brands see much higher engagement rates per post on Instagram than Facebook (1.60% versus 0.09%, respectively). So it’s safe to assume, your competitors are on Instagram. But how much are they on Instagram?

For sure, that’s a question any business would love to get the answer too. But to do so, you’d need to be like the world’s greatest marketing detective. 

Luckily, we employ such an agent and you can too. One who can help you gain insight on your competitor’s advertising without leaving a trace. Who’s this amazing secret digital agent?

The name’s Matics. Pathmatics.

Our Pathmatics Explorer is a swiss-army knife of business intelligence. If you’re looking to pick the lock to your competitor’s spending on Instagram ad strategy, you’ve come to the right place. Here's how.


1 . Find the Top Instagram Advertiser’s for Your Industry

Let’s start with the big picture. 

A quick, easy way to get an overall snapshot of the advertising landscape on Instagram is to:

  • Step 1: Use Pathmatics Explorer to find “Top Advertisers”
  • Step 2: Filter those advertisers according to your industry 

Below we see this in action, using the dating industry as an example. 

We then further refine the results to display just Instagram advertising, and get in return a ranked list of the top advertisers on Instagram, according to ad spend. 

Above we see that Match.com and Chispa lead the way, both spending over $1 million in U.S. advertising on Instagram over the past 8 months. (You can adjust these results for any timeframe you want or filter according to different countries.)

Not only is this a great way to instantly single out top competitors and gauge the budget required to compete on Instagram, but it is also a great way to identify competitors you may not have been aware of.


2. Find Locations Your Competitors Are (and Aren’t) Targeting

Knowing who’s advertising on Instagram, and how much they’re spending, is valuable. But even more valuable is knowing where they’re advertising and how much they’re spending there.

To find that info all we have to do is select a competitor from that top advertiser list. 

Let’s take a look at Match.com. 

After selecting them, Pathmatics Explorer shows us (along with a whole bunch of other awesome analytics) the geographic markets Match.com is targeting in the United States, filtered by both major metropolitan cities and states.

What did we find? The majority of Match.com’s Instagram spend goes towards advertising in the Northeast, with 7% of their total spend targeting people in New York City.

3. Find How Much is Spent on Each Instagram Ad Type

How much competitors are spending on Instagram overall? Check. How much they are spending by location? Double check. We’re getting closer to that statue by the second. 

To seal the deal, and your team’s love and admiration, let’s go granular and find out how much a competitor spends per ad type on Instagram.

Using Match.com again as an example, we see that they spent an overwhelming majority on Instagram Stories (over $978,000). Not surprising, since studies have shown that Instagram Stories can earn 78% more clicks and 23% higher conversion rates than feed posts.

Now that’s some sweet insight.

All that’s left now is to decide which dinosaur you should be riding in your statue. 

Can We Get Even Better Instagram Insight?  Yes We Can.

Just like that we now know who’s advertising on Instagram, how much they’re spending overall, how much they’re spending by location, and how much they’re spending by ad type. 

But that’s just the tip of the iceberg.

From here we can gather a whole bunch of other valuable ad intelligence about competitors, like seeing their Instagram ad creative, and how much they’re spending per campaign.

James Bond would be proud.

Who knew competitor analysis could be so easy?

About Author
Sarah Fleishman

With over a decade of experience across digital marketing, content, creative, and PR, Sarah is a creative and dynamic thinker who loves to delight clients with unique and relatable content. Sarah graduated from UC Berkeley with a BA in Sociology.

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