Survey says Instagram attracting more advertising than Twitter

Instagram has gained more agency attention than its rival Twitter according to a new report

Getty Images

Joanna Hodgson10 June 2016

Social media advertisers are increasingly turning to Instagram over rival Twitter, new data has shown, in a blow to Jack Dorsey’s micro-blogging giant.

Investors in Twitter were unlikely to retweet the findings from media software firm Strata, which questioned 83 advertising agencies about which platform their clients preferred for social media campaigns.

Facebook and YouTube maintained their top positions while nearly two thirds (63%) plan to use photo-sharing app Instagram. Just 56% said Twitter.

Strata, owned by Comcast, said it marks the first time Instagram has gained more agency attention than its rival. Twitter said: "The data presented in this survey couldn't be farther from the truth."

Twitter’s user growth stalled for the first time in the first quarter, with 320 million average monthly users.

Total social spend is on the up, with 17% of agencies saying they will allocate up to a quarter of their budget on social.