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.
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.
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?