Meta channels, Facebook (61.7 percent) and Instagram (26.4 percent), continue to lead in driving Purchase Intent Clicks*, or in-market traffic, to Instacart, when compared to other social channels. As many brands place the majority of their ad spend into these Meta channels, it is expected for them to see the most traffic. However, Facebook did see an increase of 2.5 percent in traffic, compared to the previous year. Meanwhile, Instagram saw a 0.3 percent decrease when compared to the previous year.
Third is YouTube, which drives 6.2 percent of Instacart shoppers from social media. Snap follows with 3.4 percent. TikTok and Pinterest also drive some traffic to Instacart at 1.2 and 1.1 percent, respectively.
Social Platform Share of Purchase Intent Clicks to Instacart
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