Market Insights Advertising & Media Advertising

Social Media Advertising - France

France

Ad spending in the Social Media Advertising market is projected to reach €2.95bn in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 6.39%, resulting in a projected market volume of €4.02bn by 2029.
In global comparison, most ad spending will be generated in China (€74,380.00m in 2024).
In the Social Media Advertising market, the number of users is expected to amount to 58.80m users by 2029.

Key regions: China, France, Australia, India, Germany

Mercado

Región

Comparación de regiones

Moneda

Analyst Opinion

The Social Media Advertising market in France is experiencing significant growth and development.

Customer preferences: Customers in France are increasingly turning to social media platforms for information and entertainment. They are spending more time on social media platforms, engaging with content and connecting with friends and family. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through social media advertising.

Trends in the market: One of the key trends in the Social Media Advertising market in France is the increasing use of influencers. Influencer marketing has gained popularity as brands recognize the power of influencers to reach and engage with their target audience. By partnering with influencers, brands can leverage their large following and credibility to promote their products or services. This trend is expected to continue as more brands realize the benefits of influencer marketing in reaching their target audience in an authentic and effective way. Another trend in the market is the rise of video advertising on social media platforms. Video content has become increasingly popular among consumers, and advertisers are capitalizing on this trend by creating engaging and compelling video ads. With the advent of new technologies and platforms, such as Instagram Reels and TikTok, brands have more opportunities to showcase their products or services through short-form videos. This trend is expected to continue as video content continues to dominate social media platforms.

Local special circumstances: France has a large population of social media users, with platforms such as Facebook, Instagram, and Twitter being widely used. The French population is known for being tech-savvy and embracing new technologies, making it an attractive market for social media advertising. Additionally, France has a strong creative industry, with many talented content creators and influencers. This creative talent pool provides advertisers with a wide range of options for collaboration and content creation, further driving the growth of the Social Media Advertising market in France.

Underlying macroeconomic factors: The growth of the Social Media Advertising market in France can also be attributed to the overall growth of the digital advertising industry. With the increasing penetration of smartphones and internet connectivity, more people have access to social media platforms, creating a larger audience for advertisers. Additionally, the COVID-19 pandemic has accelerated the shift towards digital advertising, as businesses had to adapt to the changing consumer behavior and prioritize online marketing channels. As a result, advertisers have increased their investment in social media advertising to reach their target audience effectively. In conclusion, the Social Media Advertising market in France is experiencing significant growth and development due to changing customer preferences, such as increased social media usage, the rise of influencers, and the popularity of video content. The local special circumstances, including a tech-savvy population and a strong creative industry, further contribute to the growth of the market. Additionally, underlying macroeconomic factors, such as the overall growth of the digital advertising industry and the impact of the COVID-19 pandemic, have also played a role in the market's development.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.