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Research Outline

Prepared for Dylan F. | Delivered August 21, 2019

Instagram Monetizations

Goals

Understand Instagram audience monitization in terms of income to audience size looking at low conversion and high conversion relating to brand partnerships and merchandise/apparel as well as click-through rates for commerce.

Early Findings

Click-Through Rate

  • In Q1 of 2018 the average click-through rate (CTR) on Instagram was 0.52% and increased to 0.67% in Q3.
  • In 2018, Instagram CTR increased by 8.9% quarter-over-quarter and a 150.1% year-over-year increase.

Monetization

  • Through brand partnership, a study from Buffer suggests that the average monetization ratio is $10 per 1000 followers.
  • Lifestyle blogger, Lee Anne, confirms this as a general average for sponsored posts between $5 and $10 per 1000 followers.
  • In addition, the average income per engagement ranges between $0.25-$0.75 per engagement or $250-$750 per 1000 engagements.