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Just out of curiosity, can you provide the data on the 10x worst performance than FB Ads? Because I think that a claim to broad and generic to be said like tha

Just out of curiosity, can you provide the data on the 10x worst performance than FB Ads? Because I think that a claim to broad and generic to be said like that.

ballenf 9y ago
The wording was vague, but still seemed pretty clearly to be intended as personal experience anecdote. If it were true and known by someone in the industry there might be competitive advantage to not making the knowledge widely known. I.e., advertising agency can show better overall performance by knowing where to place clients' ads. A lot of supposition here, but just throwing out some reasons why something like this may be 100% true and provable without being documented as such.
- thinbeige 9y ago
  I gave little more data in the other reply and I am happy to hear other experiences. But as said the results are significantly worse than on FB. I experienced 10x.
  - sdoering 9y ago
    I can relate for Fashion and other industries as well. Instagram - even if it is performing well in regards of CTR on the platform it is an awful channel in regards to actual conversions. Only in one case I remember Instagram totally blowing FB out of the water - and that was on a photography related campaign in the high end sector.
    - libertine 9y ago
      For example, branding of beauty products/fitness/some sports equipment, it works great.
thinbeige 9y ago
Too lazy to anonymize and upload screenshots of my FB Ad Manager. But I can tell you that my CTRs were 10x lower compared to FB (0.15%-0.2% vs 1.5% (Unique Link CTR)) on average on categories and visuals matching Instagram followers/style/DNA. It's funny, some campaigns should have performed better on Instagram than on FB because the campaigns just matched the shiny Instagram style and consumer behavior. Nope. Happy to hear other experiences.
- cptn_brittish 9y ago
  From the younger demographic (22) most of the people in this area I know have simply growen up with ads on the internet and know to just ignore them even if they do not use a ad blocker that may be a issue for you. On Facebook at least from what I read there is a larger demographic to target (ala parents trying to keep track of their teenagers) who may not be used to filtering out ads so that may account for the better conversion rate.
- libertine 9y ago
  It's ok! I think you gave a good insight on what you're saying. The thing is, we don't use Instagram on every brand we work with - because the audience isn't there, or it's there but their usage behavior is completely different on this channel when compared to other more effective media channels. Even if you mimic IG style, IG users aren't that prone to leave the app by clicking on outside links. This may sound cheesy, but on FB people are waiting for relevant content to come to them, on IG people are looking for inspiration. We use it mainly for branding, and it works great for that. So Clicks/CTR to website isn't the best KPI for this platform imo.
  - altern8tif 9y ago
    I'm interested to hear more about why IG isn't a good platform for linking externally (whether a web browser or a native app). If people are looking for inspiration on IG, isn't there some kind of follow-on action that they would like to take after browsing (eg. viewing a product in an e-commerce store)? My hypothesis is that IG is somewhat analogous to reading a magazine. I pick the magazine I like to read (analogous to choosing who to follow on IG), and when I chance upon something nice, I may have a desire to buy it. It follows that the same decision-making process could happen on IG. Does that sound logical? If not, where am I going wrong?

Just out of curiosity, can you provide the data on the 10x worst performance than FB Ads? Because I think that a claim to broad and generic to be said like that.

ballenf 9y ago

The wording was vague, but still seemed pretty clearly to be intended as personal experience anecdote. If it were true and known by someone in the industry there might be competitive advantage to not making the knowledge widely known. I.e., advertising agency can show better overall performance by knowing where to place clients' ads. A lot of supposition here, but just throwing out some reasons why something like this may be 100% true and provable without being documented as such.

thinbeige 9y ago
I gave little more data in the other reply and I am happy to hear other experiences. But as said the results are significantly worse than on FB. I experienced 10x.
- sdoering 9y ago
  I can relate for Fashion and other industries as well. Instagram - even if it is performing well in regards of CTR on the platform it is an awful channel in regards to actual conversions. Only in one case I remember Instagram totally blowing FB out of the water - and that was on a photography related campaign in the high end sector.
  - libertine 9y ago
    For example, branding of beauty products/fitness/some sports equipment, it works great.

thinbeige 9y ago

Too lazy to anonymize and upload screenshots of my FB Ad Manager. But I can tell you that my CTRs were 10x lower compared to FB (0.15%-0.2% vs 1.5% (Unique Link CTR)) on average on categories and visuals matching Instagram followers/style/DNA. It's funny, some campaigns should have performed better on Instagram than on FB because the campaigns just matched the shiny Instagram style and consumer behavior. Nope. Happy to hear other experiences.

cptn_brittish 9y ago
From the younger demographic (22) most of the people in this area I know have simply growen up with ads on the internet and know to just ignore them even if they do not use a ad blocker that may be a issue for you. On Facebook at least from what I read there is a larger demographic to target (ala parents trying to keep track of their teenagers) who may not be used to filtering out ads so that may account for the better conversion rate.
libertine 9y ago
It's ok! I think you gave a good insight on what you're saying. The thing is, we don't use Instagram on every brand we work with - because the audience isn't there, or it's there but their usage behavior is completely different on this channel when compared to other more effective media channels. Even if you mimic IG style, IG users aren't that prone to leave the app by clicking on outside links. This may sound cheesy, but on FB people are waiting for relevant content to come to them, on IG people are looking for inspiration. We use it mainly for branding, and it works great for that. So Clicks/CTR to website isn't the best KPI for this platform imo.
- altern8tif 9y ago
  I'm interested to hear more about why IG isn't a good platform for linking externally (whether a web browser or a native app). If people are looking for inspiration on IG, isn't there some kind of follow-on action that they would like to take after browsing (eg. viewing a product in an e-commerce store)? My hypothesis is that IG is somewhat analogous to reading a magazine. I pick the magazine I like to read (analogous to choosing who to follow on IG), and when I chance upon something nice, I may have a desire to buy it. It follows that the same decision-making process could happen on IG. Does that sound logical? If not, where am I going wrong?