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FOMO*: Instagram is delivering a lot more ads

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Instagram ads are taking off. This story gave us pause here at the Klick Wire offices (palatial as they are -Ed.) as Instagram isn't really a great fit for information-rich pharmaceutical topics. However, you can't argue with these numbers.

There are two metrics at play here: impressions and CPM. The platform can deliver impressions, Instagram is one of the leading “non-facebook” platforms, but can it continue to deliver or will it saturate? The answer so far is that it has a pretty robust audience for ads:

Impressions

recode-instagram-impressions

Cost per “Mille” (CPM)

recode-instagram-cpm

The takeaway for healthcare marketers is that this is a visual, quick-hit, platform. If your brand message can be delivered as a quick, 10-second, message with image and text then this may be an appropriate platform to try.

* FOMO stands for Fear Of Missing Out -Ed.

Source: re/code

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