Forums › Forums › Web Design › eCommerce › Are there any reports/studies/numbers, or even anecdotal evidence, for what percentage of a small brand’s ig followers actually buy a product in a given year?
MemberMarch 17, 2020 at 5:19 am
pale2hallGuestMarch 17, 2020 at 5:19 am
I’m sure it depends on the industry. Our IG shows cool pictures of dirt bikes and I’m sure many of our followers are following to see the pics but they don’t even currently have a dirt bike.
If you’re a laundry detergent I’m sure it’s a much larger share of your followers who purchase your products.
huxleyismyheroGuestMarch 17, 2020 at 5:19 am
I would say the anecdotal evidence of it is that so many brands promote on IG and even pay influencers to promote for them. If it didn’t work, they wouldn’t do it.
Actual %s probably vary greatly depending on the brand/product/service.
For example, promoting an affordable or free offer would convert at a higher rate than real estate promotions.
camaro2ssGuestMarch 17, 2020 at 5:19 am
Somewhere between 0 and 100, ymmv depending on about a billion factors.
38azfyweGuestMarch 17, 2020 at 5:19 am
A million variables influence a purchase decision.
First question: Are you asking about organic Instagram posts or paid Instagram posts created through ads manager or similar?
Paid ads served on Instagram enable incredibly detailed targeting, meaning you can target Instagram users of page followers further down the funnel through remarketing for example, whereas organic instagram posts are not targeted which usually results in lower purchase intent.
Assuming your audience targeting is sound then overlay product offering, market competition, ad competition, creative etc etc and you start to see what I mean. There are a lot of variables.
In my experience as an Ecom manager for a wide variety of businesses from diamond jewellery, women’s activewear to conservation technology, Instagram and paid social in general have always been used as a high funnel brand marketing tool. It has never yielded the ROAS seen in Google ads for example (various attribution models) but has been helpful in go to market activations for building awareness of our products or offerings and thus increasing branded searches in Google Ads.
But, different horses for different courses.