Instagram Ads

Summary

We ran and analyzed two campaigns to compare the effectiveness of advertising exclusively on Instagram with the traditional approach of advertising across All Platforms, including Meta, Instagram, and the Audience Network.

The two campaigns comprised a series of ads, each showcasing different features and value propositions of a school-based app. Our objective was to identify which platform yielded higher engagement in terms of Click-Through Rate (CTR), reach, impressions, and audience demographics.

All the ads and the subsequent analysis presented in this report were generated using our tools.

The Results:

Upon comparing the All-Platforms approach (Meta, Instagram, Audience Network, Instagram) with the Instagram-only approach, we observed that the combined platforms yielded double the Click-Through Rates (CTR). Interestingly, Instagram as a standalone platform outperformed in terms of reach, garnering a thousand more impressions than all platforms combined. However, it’s crucial to note that despite this higher reach, the cost per result for the Instagram-only approach was twice as high.

VALIDATED AI | INSTAGRAM ADS CASE STUDY
VALIDATED AI | INSTAGRAM ADS CASE STUDY

Our analysis revealed that Instagram tends to attract a younger audience, whereas the age distribution across All Platforms (Meta, Instagram Audience Network) is more evenly balanced.

VALIDATED AI | INSTAGRAM ADS CASE STUDY
VALIDATED AI | INSTAGRAM ADS CASE STUDY

Our findings indicate that while the combined platforms managed to double the Click-Through Rates (CTR), Instagram as a standalone platform demonstrated a higher reach and garnered more impressions than all platforms combined. However, it’s important to note that the cost per result for Instagram was twice as high.

While reaching a larger audience can potentially enhance engagement metrics such as click-through rates, it doesn’t necessarily translate into cost efficiency.

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