Instagram continues to solidify itself as Facebook's money making powerhouse, and Facebook doesn't want you to forget who owns it. Following the name change it enacted on Oculus, Facebook will soon add its name to Instagram and WhatsApp. So instead of just Instagram you'll see "Instagram from Facebook." No word on exactly when those changes will roll out.
For now, let’s take a look at how that shows up in the numbers. Here's what we found when we analyzed 236 million impressions and over 2 million clicks for ads on Instagram to surface median CPC, CPM, and CTR.
Be sure to read the Q2 2019 PPC Benchmark Report for additional ad performance trends. Check out our Benchmark Report page for the latest reports by quarter.
Instagram Feed Placement CPC, CPM, & CTR for Q2 2019 at-a-glance
- Instagram Feed ads continue to be competitive, and less costly than Stories. We’ve seen ad spend shift from Facebook News Feed to Stories over the past year and the costs are very similar. While our data shows Facebook Feed CTR slightly outperforming Instagram Feed, it’s time to pay close attention to Instagram advertising.
Instagram Stories Placement CPC, CPM, & CTR for Q2 2019 at-a-glance
- Stories placement is morphing into a competitor for Facebook advertising budget with reasonable costs and a moderate click-through rate. Instagram Stories is worthy of a test budget if it’s not already in your placement portfolio.
Instagram ad trends Q2 2019
Shoppable influencer posts: Influencers can now use the app to tag and sell products directly. Previously, only Instagram pages owned by brands could link out to specific products using ‘shoppable’ posts. Now, advertisers can work with influencers to sell products on their behalf. Creators and brands will receive “shared insights” from Instagram.
Advertisers can boost Branded Content Partnerships as ads: As explained by Instagram in the announcement post: "We're introducing the ability for advertisers to promote creators' organic branded content posts as feed ads. 68% of people say they come to Instagram to interact with creators. With branded content ads, businesses have an opportunity to tell their brand stories through creators' voices, reach new audiences and measure impact." Previously, branded content partnership posts would only reach the followers of the influencer. Branded content ads let advertisers promote the posts just like they would any other ad.
Download the entire report for all the stats on CPM, CPC, and CTR benchmarks for Facebook, LinkedIn, Google Ads, Google Display Network, YouTube, Twitter, and Bing.