Instagram generó en 2019 más de una cuarta parte de las ganancias de Facebook


La aplicación que Facebook adquirió por USD 715 millones en 2012 generó alrededor de USD 20 mil millones en ingresos publicitarios en 2019

Instagram, la aplicación para compartir fotos que Facebook adquirió por USD 715 millones en 2012, generó alrededor de USD 20 mil millones en ingresos publicitarios en 2019, más de una cuarta parte de los ingresos de la compañía de redes sociales el año pasado, según consignó la agencia Bloomberg.

Eso supera a la unidad de video de Google, YouTube, que registró USD 15.1 mil millones en ventas de anuncios, dijeron las fuentes familiarizadas con el asunto, que pidieron permanecer en el anonimato porque las cifras no son públicas.

Instagram se volvió cada vez más importante para el futuro de Facebook, con usuarios y anunciantes accediendo a la aplicación incluso cuando el crecimiento de las ventas se desacelera en la red social principal. No obstante, Facebook no revela los ingresos de la aplicación por separado en los informes de ganancias, sino que prefiere resaltar la integración de sus propiedades, calificándolas como una “familia de aplicaciones”.

El equipo a cargo de la mensajería directa en Instagram, por ejemplo, ahora informa al equipo de Facebook Messenger, y la compañía está cambiando la marca de Instagram a «Instagram de Facebook«.

La aplicación para compartir fotos tiene más de mil millones de usuarios, una cifra que Facebook no actualiza desde 2018. Instagram no tenía un modelo para generar ingresos cuando fue adquirido por Facebook. En tanto, la aplicación gana dinero de la misma manera que lo hace Facebook: al vender anuncios que parecen publicaciones regulares en el “feed” principal de la aplicación y al desaparecer publicaciones de “historias”.

No hay que perder de vista que Facebook aumentó la frecuencia de los anuncios en Instagram en los últimos años, para ayudar a impulsar las ventas de la compañía a medida que las noticias de la red social creada por Marck Zuckerberg se saturan de publicaciones de marketing.

El informe de ventas de anuncios de YouTube de Alphabet que se conoció el lunes agregó claridad sobre el negocio después de años de especulaciones, pero el número finalmente fue decepcionante para los analistas que esperaban mayores recompensas para Google por el cambio de los consumidores a mirar videos en línea.

Google reveló que los ingresos publicitarios de YouTube totalizaron USD 15.000 millones en 2019 y de esta manera le puso fin a la política de mantener las finanzas del sitio de videos en secreto.

Así se desprende de los resultados que Google lanzó el lunes con su informe de ganancias del cuarto trimestre, que llega 14 años después de que la compañía comprara YouTube en una adquisición de USD 1.650 millones, según una publicación del portal Business Insider.

Google no reveló los costos de YouTube, aunque la unidad ha dicho que comparte más de la mitad de sus ingresos publicitarios con los creadores de video y gasta mucho en ancho de banda de video.

A pesar de que YouTube se convirtió en un sitio masivo, sus ingresos publicitarios continúan creciendo a un ritmo considerable, con un aumento de aproximadamente un 36% en 2019. Ese es un ritmo mucho más rápido que los ingresos publicitarios generales de Google, incluido su negocio de anuncios de búsqueda, que creció solo 16% en 2019.

Sin embargo, a diferencia de YouTube, Instagram no comparte sus ventas de anuncios con usuarios que publican contenido en su aplicación.

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