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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 Lin

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?

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?