Instagram Click-through Double Facebooks

instagram-adsSalesforce has revealed Instagram ad metrics from over a dozen of its clients, showing that the photo sharing apps CTR is nearly double that of Facebook.

The average CTR for an Instagram campaign is 1.50 per cent, compared to 0.84 per cent on Facebook. As Salesforce points out, this is largely due to the premium full-screen ad formats Instagram offers.

Across the six markets where Instagram ads are currently available (UK, US, Canada, France, Germany and Australia), average CPM is $6.29 (£4.08). This is nearly double Facebooks CPM – reflecting the higher engagement, and balancing out to CPC to $0.42 on Instagram and $0.40 on Facebook.

“Overall available ad impressions on Instagram are a lot lower than Facebook, and carefully managed and tested by Instagram to continue an optimal user experience. However with 40 per cent 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.”