Last week, to the chagrin of many users, the first Instagram ad began appearing in the feed. This flagship Michael Kors ad was analyzed in-depth by nitrogr.am which uncovered the following findings.
It should first be noted that the graphic of overall Likes looks identical to other social ads. Typically, brands leverage their own organic reach for Likes first, then boost with paid promotion as the organic Like counts falter. Nitrogr.am assumed this was the case for all of their findings.
The Post Saw A 370% Increase In Likes
Overall, the number of Likes on the post was nearly 4 times that of the past 5 non-paid Michael Kors posts. On average, the account was seeing 46k Likes, while the ad reached 217,700 likes.
4.4 Million Users Saw The Ad
According to Instagram CEO Kevin Systrom, over ”over 5% of the impressions led to Likes,” which implies that the overall audience was roughly 4.4 million users.
All Engagement Wasn’t Positive
As brands and advertisers have seen with Facebook’s promoted posts and page post ads, the comments aren’t always supportive. In the case of this ad, 20% of the comments were negative while only 1% of users commented their support with an intent to purchase.
33k New Followers Gained After The Ad
After 18 hours of the ad showing, Michael Kors had gained 33,000 new followers. On average, the @michaelkors account was seeing 2,138 new followers on any post that made it to the popular page; but, the jump to 33k followers was an increase of 16x.
Head on over to Nitrogr.am to see the full report.