What is the budget of international brands on Facebook and Instagram?

What budget should I make available for my next digital campaign? How much should I spend on my Facebook ads? These are questions that are very common among advertisers. While a budget should be determined primarily by the campaign objective, the size of the audience, or the content to be promoted, the spending of advertisers in your sector is an interesting benchmark.


The American magazine Digiday recently published an article on the boycott of Facebook ads by more than 350 advertisers, some of which are internationally renowned. A boycott based on the significant drop in budgets spent on Facebook ads. Here is an overview of the evolution of the media buying budgets of these advertisers.

Monthly budget on Facebook and Instagram: comparison July 2019 and June 2020

Advertiser Amount spent on Facebook in July 2019 Amount spent on Instagram in June 2020
Adidas 724 935 $ 868 344 $
Honda 205 671 $ 135 030 $
Birchbox 91 557 $ 21 794 $
Chipotle 283 041 $ 1 275 160 $
The Clorox Company 2 681 316$ 5 008 500 $
Coca-Cola 2 308 745 $ 50 842 $
Denny’s 60 630 $ 170 114 $
Diageo 1 080 250 $ 3 707 844 $
Ford 1 477 452 $ NC
Hewlett Packard 4 671 444 $ 55 506 $
Levi Strauss 88 614 $ 369 152 $
The North Face 1 063 875 $ 21 043 $
Patagonia 170 067 $ 23 250 $
Pfizer 1 479 164 $ 498 603 $
Puma 185 432 $ 297 604 $
Starbucks 9 234 423 $ 1 161 221 $
Verizon 771 942 $ 507 249 $

Source : Digiday / Forbes.– Juillet 2020

An upward trend

While some comparisons are akin to a boycott of some kind, as in the case of Coca-Cola and The North Face, the amounts spent monthly by international advertisers remain colossal. Facebook and Instagram campaigns are now pillars of any digital media plan.

It is therefore not surprising to see the majority of advertisers maintaining or increasing their spending. In fact, the trend observed in this sample of advertisers is on the rise. However, it should be borne in mind that these figures are likely to be impacted by the exit from confinement.

And you, what will your budget be?

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