Top Social Spenders By Category: February 2021

February 2, 2021

Social media is too broad of a term now. What gets attention on TikTok would never fly on LinkedIn. Twitter is where you go to share opinions while Instagram is where you go to share images. And Facebook is a world in and of itself. Today, the umbrella term “social spenders” doesn’t tell you much because each channel is so hyper-personalized based on content, audience, and impression data.

Even with dozens of social platforms on the app store and new ones launching every month (welcome to the club, Clubhouse), Facebook, Instagram, and Twitter still reign as the holy trinity of paid advertising. These sites have the largest reach, the most diverse audiences, and have tested and perfected their advertising networks with brands. Though not without controversy (looking at you, Facebook), profits continue to soar.

Check out the top social spenders by category (Facebook, Instagram, and Twitter) for 21 of the top categories in Winmo.

ARTS & ENTERTAINMENT

Facebook

Disney: $6,363,000 (28.88%); 848,398,100 impressions (28.88%)
Hulu: $2,663,600 (12.09%); 355,151,100 impressions (12.09%)
Hunt A Killer: $1,428,800 (6.49%); 190,508,600 impressions (6.49%)

Instagram

Disney: $4,799,600 (22.96%); 727,211,400 (22.96%)
Netflix: $1,789,400 (8.56%); 271,118,500 (8.56%)
Ellation: $1,196,100 (5.72%); 181,231,100 (5.72%)

Twitter

Disney: $1,677,100 (83.68%); 402,189,500 (83.68%)
The Dissident Movie: $67,200 (3.35%); 16,108,500 (3.35%)
Toomics: $57,000 (2.84%); 13,670,300 (2.84%)

AUTO

Facebook

Toyota: $3,920,700 (17.8%); 522,758,500 (17.8%)
Nissan: $1,913,100 (8.69%); 255,074,600 (8.69%)
Carvana: $903,200 (4.1%); 120,422,900 (4.1%)

Instagram

Toyota: $2,466,900 (20.56%) ; 373,773,400 (20.56%)
CarMax: $931,700 (7.77%); 141,161,200 (7.77%)
Nissan: $863,300 (7.2%); 130,806,200 (7.2%)

Twitter

Volvo: $251,100 (22.14%) ; 60,211,300 (22.14%)
Toyota: $195,400 (17.23%); 46,851,700 (17.23%)
AutoOverload : $163,200 (14.39%); 39,131,900 (14.39%)

COMPUTERS & CONSUMER ELECTRONICS

Facebook

Remarkable AS: $2,475,500 (12.85%); 330,064,200 (12.85%)
Samsung: $2,065,700 (10.73%); 275,420,500 (10.73%)
Oculus VR: $702,600 (3.65%); 93,676,500 (3.65%)

Instagram

Samsung: $4,439,000 (17.23%); 672,582,000 (17.23%)
Dell: $2,212,400 (8.59%); 335,216,200 (8.59%)
Google: $1,363,100 (5.29%); 206,526,900 (5.29%)

Twitter

Dell: $841,000 (26.25%); 201,670,800 (26.25%)
Samsung: $426,800 (13.32%); 102,339,100 (13.32%)
IBM: $370,400 (11.56%); 88,823,400 (11.56%)

CONSUMER PACKAGED GOODS

Facebook

General Mills : $4,691,600 (8.04%); 625,549,200 (8.04%)
Procter & Gamble: $2,856,800 (4.9%); 380,908,600 (4.9%)
Diageo: $2,567,700 (4.4%); 342,359,200 (4.4%)

Instagram

Procter & Gamble: $15,626,100 (12.82%); 2,367,596,900 (12.82%)
The Hershey Company: $8,274,800 (6.79%); 1,253,750,200 (6.79%)
General Mills: $5,731,100 (4.7%); 868,346,700 (4.7%)

Twitter

Mondelez International: $1,693,600 (16.24%); 406,127,500 (16.24%)
Kraft Heinz Company: $1,619,600 (15.53%); 388,390,900 (15.53%)
Nestle: $1,262,600 (12.11%); 302,781,200 (12.11%)

DATING

Facebook

Match.com: $946,100 (42.11%); 126,145,700 (42.11%)
Tawkify: $408,200 (18.17%); 54,428,300 (18.17%)
Avanta: $240,400 (10.7%); 32,046,700 (10.7%)

Instagram

Match.com: $476,900 (34.01%); 72,254,200 (34.01%)
Chispa: $183,500 (13.08%); 27,796,700 (13.08%)
Clover: $89,800 (6.41%); 13,609,300 (6.41%)

Twitter

Match.com (only one Dating brand with Twitter spend): $2,000 (100%); 490,000 (100%)

FINANCIAL SERVICES

Facebook

ChimeBank: $6,912,400 (10.57%); 921,659,500 (10.57%)
LendingTree: $5,293,200 (8.1%) ; 705,763,300 (8.1%)
Capital One: $5,278,800 (8.07%); 703,838,100 (8.07%)

Instagram

Aspiration Fund Advisor: $2,191,200 (4.8%); 332,005,000 (4.8%)
TrueBill: $2,003,900 (4.39%); 303,617,200 (4.39%)
ChimeBank: $1,806,800 (3.95%); 273,755,700 (3.95%)

Twitter

Discover Financial Services: $940,900 (17.33%); 225,634,500 (17.33%)
SmartAsset: $553,300 (10.19%); 132,680,700 (10.19%)
Bank of America: $551,800 (10.16%); 132,319,700 (10.16%)

FITNESS & WEIGHTLOSS

Facebook

Goli Nutrition: $3,125,000 (9.38%); 416,661,800 (9.38%)
ICON Health & Fitness: $2,771,500 (8.31%); 369,539,800 (8.31%)
Factor75: $2,174,000 (6.52%); 289,866,100 (6.52%)

Instagram

Noom: $1,612,900 (6.43%); 244,381,800 (6.43%)
Goli Nutrition: $1,569,100 (6.26%); 237,743,600 (6.26%)
Plexus (Chirp): $872,100 (3.48%); 132,140,400 (3.48%)

Twitter

RunningDiet: $261,300 (39.63%); 62,672,200 (39.63%)
Healthyandfit: $90,000 (13.64%); 21,573,300 (13.64%)
Perfect Origins: $81,300 (12.33%); 19,506,200 (12.33%)

FOOD & DRINK

Facebook

GrubHub: $4,713,800 (5.8%); 628,510,500 (5.8%)
Kroger: $4,367,300 (5.38%); 582,300,300 (5.38%)
DoorDash: $4,140,500 (5.1%); 552,065,600 (5.1%)

Instagram

Dunkin Brands: $3,102,300 (4.61%); 470,038,600 (4.61%)
Starbucks: $3,025,100 (4.49%); 458,351,500 (4.49%)
DoorDash: $2,800,400 (4.16%); 424,307,400 (4.16%)

Twitter

Dunkin Brands: $798,100 (30.25%); 191,396,700 (30.25%)
Starbucks: $391,900 (14.85%); 93,976,800 (14.85%)
Jack in the Box – $284,200 (10.77%); 68,157,100 (10.77%)

GAMING

Facebook

Sony Games: $2,232,200 (12.31%); 297,624,100 (12.31%)
Virtual Gaming Worlds: $1,918,700 (10.58%); 255,825,700 (10.58%)
Humble Bundle: $1,794,100 (9.89%); 239,214,100(9.89%)

Instagram

Rockstar Games: $3,372,600 (8.55%); 510,993,400 (8.55%)
Electronic Arts: $1,648,700 (4.18%); 249,796,700 (4.18%)
Sony Games: $1,225,500 (3.11%); 185,684,200 (3.11%)

Twitter

Rockstar Games: $351,800 (26.84%); 84,363,800 (26.84%)
DraftKings: $191,800 (14.64%); 46,006,100 (14.64%)
Sony Games: $173,000 (13.2%); 41,496,600 (13.2%)

HOME & GARDEN

Facebook

Home Depot: $10,808,600 (19.08%); 1,441,143,400 (19.08%)
Purple: $5,067,100 (8.94%); 675,609,800 (8.94%)
Techtronic Industries: $4,291,600 (7.58%); 572,216,600 (7.58%)

Instagram

Home Depot: $2,602,400 (11.05%); 394,296,000 (11.05%)
Scotts Miracle-Gro Company: $954,700 (4.05%); 144,653,500 (4.05%)
Wayfair:$883,000 (3.75%); 133,780,700 (3.75%)

Twitter

Home Depot: $465,400 (48.56%); 111,605,800 (48.56%)
Sleepgram Pillows: $275,600 (28.76%); 66,102,500 (28.76%)
John Deere & Company: $100,100 (10.45%); 24,014,700 (10.45%)

MEDIA

Facebook

Home Box Office: $28,753,300 (27.61%); 3,833,772,000 (27.61%)
Starz Entertainment: $8,939,500 (8.58%); 1,191,939,800 (8.58%)
Wall Street Journal: $8,548,000 (8.21%); 1,139,735,500 (8.21%)

Instagram

Home Box Office – $8,676,800 (13.2%) – 1,314,665,600 (13.2%)
Discovery Channel – $8,417,300 (12.8%) – 1,275,354,900 (12.8%)
Starz Entertainment – $6,343,400 (9.65%) – 961,125,700 (9.65%)

Twitter

ThePennyHoarder.com: $922,000 (11.47%); 221,095,600 (11.47%)
Particle Media: $687,300 (8.55%); 164,819,100 (8.55%)
Home Box Office: $673,900 (8.39%); 161,608,600 (8.39%)

NONPROFIT

Facebook

AARP: $2,005,100 (23.71%); 267,353,000 (23.71%)
Doctors Without Borders: $1,211,500 (14.33%); 161,526,800 (14.33%)
ACLU: $460,800 (5.45%); 61,443,400 (5.45%)

Instagram

AARP: $450,000 (29.73%); 68,183,500 (29.73%)
Truth Initiative: $190,400 (12.58%); 28,853,900 (12.58%)
Compassion International: $85,100 (5.62%); 12,889,800 (5.62%)

Twitter

Sandy Hook Promise: $146,600 (44.54%); 35,166,700 (44.54%)
USAFacts Institute: $50,400 (15.31%); 12,084,500 (15.31%)
Doctors Without Borders: $34,200 (10.38%); 8,197,600 (10.38%)

PETS

Facebook

Petco: $1,984,600 (18.49%); 264,616,700 (18.49%)
BarkBox: $1,590,400 (14.82%); 212,054,100 (14.82%)
The Farmer’s Dog: $643,500 (5.99%); 85,794,100 (5.99%)

Instagram

Chewy: $1,485,000 (15.73%); 224,992,800 (15.73%)
PetSmart: $1,056,300 (11.19%); 160,052,700 (11.19%)
Petco: $960,500 (10.17%); 145,524,300 (10.17%)

Twitter

Blue Buffalo Pet Food: $488,400 (59.18%); 117,132,400 (59.18%)
Mars Petcare: $274,300 (33.24%); 65,781,600 (33.24%)
Big Heart Petcare: $28,100 (3.4%); 6,737,700 (3.4%)

PHARMA & HEALTHCARE

Facebook

Pfizer: $4,037,900 (8.96%); 538,384,100 (8.96%)
St. Jude Children’s Research Hospital: $1,949,300 (4.32%); 259,907,500 (4.32%)
MaryRuth Organics: $1,896,100 (4.21%); 252,817,500 (4.21%)

Instagram

Pfizer: $2,782,500 (8.23%); 421,595,600 (8.23%)
SmileDirectClub: $2,764,100 (8.17%); 418,807,200 (8.17%)
CSL Behring: $980,900 (2.9%); 148,622,600 (2.9%)

Twitter

GlaxoKlineSmith: $688,800 (17.81%); 165,183,500 (17.81%)
Merck & Co: $628,400 (16.25%); 150,694,100 (16.25%)
Pfizer: $548,200 (14.18%); 131,460,900 (14.18%)

REAL ESTATE

Facebook

Opendoor: $2,492,700 (39.67%); 332,354,400 (39.67%)
Zillow: $943,300 (15.01%); 125,772,900 (15.01%)
Houwzer: $520,800 (8.29%); 69,438,100 (8.29%)

Instagram

Move, Inc.: $279,400 (11.82%); 42,339,900 (11.82%)
Opendoor: $214,500 (9.07%); 32,503,500 (9.07%)
Zillow: $206,900 (8.75%); 31,355,500 (8.75%)

Twitter

Zillow: $7,200 (35.27%); 1,729,000 (35.27%)
Move, Inc.: $5,500 (26.85%); 1,316,200 (26.85%)
Lennar Corporation: $5,000 (24.69%); 1,210,300 (24.69%)

RETAIL

Facebook

Walmart: $5,837,000 (7.26%); 778,263,800 (7.26%)
Amazon: $4,203,500 (5.23%); 560,461,100 (5.23%)
Ruggable: $3,263,800 (4.06%); 435,179,400 (4.06%)

Instagram

Amazon: $16,043,800 (18.82%); 2,430,883,700 (18.82%)
Target: $3,864,600 (4.53%) ; 585,548,500 (4.53%)
Walmart: $3,617,900 (4.24%) ; 548,168,700 (4.24%)

Twitter

Amazon: $844,300 (24.43%); 202,473,400 (24.43%)
Kohl’s: $611,200 (17.69%); 146,575,300 (17.69%)
CVS: $557,800 (16.14%); 133,769,800 (16.14%)

SOFTWARE

Facebook

Wix.com: $16,859,600 (35.85%); 2,247,949,600 (35.85%)
PastBook: $3,656,100 (7.77%); 487,483,100 (7.77%)
Adobe Systems: $1,950,300 (4.15%); 260,033,800 (4.15%)

Instagram

Microsoft: $2,464,700 (9.73%); 373,439,100 (9.73%)
Mercari: $1,997,800 (7.89%); 302,698,100 (7.89%)
Adobe Systems: $1,594,500 (6.3%); 241,594,900 (6.3%)

Twitter

Microsoft: $103,400 (11.18%); 24,804,800 (11.18%)
DuckDuckGo: $68,200 (7.37%); 16,350,400 (7.37%)
Okta: $65,800 (7.11%); 15,772,200 (7.11%)

SPORTS

Facebook

NHL: $1,563,000 (18.16%); 208,404,400 (18.16%)
NFL: $1,293,900 (15.03%); 172,524,400 (15.03%)
NBA: $1,233,900 (14.34%); 164,524,500 (14.34%)

Instagram

NBA: $700,000 (18.12%); 106,063,300 (18.12%)
NFL: $563,400 (14.58%); 85,357,600 (14.58%)
City Gear: $448,700 (11.61%); 67,987,200 (11.61%)

Twitter

NFL: $371,000 (66.59%); 88,980,400 (66.59%)
NewArena.com: $85,000 (15.25%); 20,380,400 (15.25%)
NBA: $46,700 (8.39%); 11,206,200 (8.39%)

STYLE, FASHION & BEAUTY

Facebook

L Brands: $1,645,100 (3.32%); 219,350,800 (3.32%)
Ulta: $1,224,800 (2.47%); 163,312,900 (2.47%)
Stitch Fix: $1,149,300 (2.32%); 153,242,300 (2.32%)

Instagram

Stitch Fix: $2,511,100 (3.68%); 380,472,700 (3.68%)
L Brands: $1,829,400 (2.68%); 277,187,200 (2.68%)
Shein Group: $1,555,800 (2.28%); 235,730,100 (2.28%)

Twitter

Ipsy – $234,400 (27.4%) – 56,207,000 (27.4%)
Cole Haan – $223,000 (26.06%) – 53,467,100 (26.06%)
H&M – $158,600 (18.54%) – 38,030,100 (18.54%)

TELECOM

Facebook

AT&T: $1,751,000 (8.32%); 233,465,600 (8.32%)
Spectrum: $1,748,300 (8.31%); 233,101,900 (8.31%)
T-Mobile: $1,737,200 (8.25%); 231,625,900 (8.25%)

Instagram

AT&T: $1,565,100 (22.74%); 237,136,300 (22.74%)
T-Mobile: $884,400 (12.85%); 134,001,000 (12.85%)
Sling TV: $550,200 (7.99%); 83,365,900 (7.99%)

Twitter

Verizon: $1,146,300 (42.34%); 274,889,600 (42.34%)
AT&T: $759,900 (28.07%); 182,223,800 (28.07%)
Comcast: $385,900 (14.25%); 92,534,000 (14.25%)

TRAVEL

Facebook

Southwest Airlines: $1,966,400 (12.4%); 262,183,500 (12.4%)
Marriott International: $1,828,200 (11.53%); 243,765,300 (11.53%)
MGM Resorts International: $1,175,000 (7.41%); 156,661,000 (7.41%)

Instagram

Disney Parks & Resorts: $985,900 (12.49%); 149,384,100 (12.49%)
Expedia: $755,300 (9.57%); 114,439,100 (9.57%)
Vail Resorts: $476,800 (6.04%); 72,241,600 (6.04%)

Twitter

Southwest Airlines: 72,241,600 (6.04%); $251,200 (36.19%)
N E O M: $130,700 (18.82%); 31,332,000 (18.82%)
American Airlines: $96,000 (13.83%); 23,023,400 (13.83%)

Interested in ad buying contacts for these brands? Want to explore other top advertisers and social spenders? Request your trial of Winmo to uncover opportunities like these at scale here: