Facebook's direct response (DR) advertising generates 10 times more clicks to brands' sites than Instagram, and costs one-fifth the price, two reasons why DR marketers have been slow to adopt Instagram as a means to engage users, according to Marketing Land. The company has also struggled with its own brand strategy, which is still in flux.
Facebook's direct response (DR) advertising generates 10 times more clicks to brands' sites than Instagram, and costs one-fifth the price, two reasons why DR marketers have been slow to adopt Instagram as a means to engage users, according to Marketing Land. However, James Quarles, global head of business and brand development at Instagram, disagrees and said 70% of DR campaigns had generated "statistically significant lift."