Salesforce analyzed the Instagram ad performance of 12 of its clients and found that the Facebook-owned photo- and video-sharing network fared better than its parent, albeit with a far smaller user base.
Salesforce revealed the following key findings in a blog post:
- The overall click-through rate on its clients’ Instagram ads over the past month was 1.5 percent, versus Facebook’s first-quarter-2015 figure of 0.84 percent.
- Instagram’s global cost per thousand impressions was $6.29, about 90 percent higher than Facebook’s first-quarter CPMs.
- The cost per click was $0.42 for Instagram and $0.40 for Facebook.
Salesforce attributed the strong performance of Instagram ads to their large format, adding in the blog post:
Overall available ad impressions on Instagram is a lot lower than Facebook and carefully managed and tested by Instagram to continue an optimal user experience. However with 40 percent of all Instagram engagement being one-way (i.e., consumers following brands), there is clearly an appetite from the Instagram audience to engage with high-quality content.
Instagram is a relatively new platform for digital advertising, but initial results show that it has the potential to be a powerful one. Our results show that engagement on ads is high. We are excited to be working with great brands and agencies around the world to kick-start advertising to more than 300 million Instagram users.
Readers: What did you think of the findings by Salesforce?