As the season of spending approaches, many marketers are in the process of trying to determine how much the cost-per-click will fluctuate as they try and engage with potential customers through social media.
AdEspresso, an Italian-based web development firm, took a deep dive into the factors that influenced Instagram's CPC in 2017 and made some interesting discoveries about what really determines your ad spend.
If you are interested in skipping straight to the infographic, scroll down to the bottom. If not, keep reading.
Apple Is 50% More Expensive To Target Than Android
AdEspresso found that the iPhone was up to 50% more expensive to target than the Android smartphone.
Apple has long been considered a luxury brand by the Asian market, especially in China where it was rated the most coveted luxury brand in 2015, but in the U.S. it's still widely available to the middle class. Even as the latest device comes with a hefty $1,000 price tag, payment plans and credit options will continue to keep Apple products in the mirror-selfies of many a mortal, as well as the celebrities who keep it elevated as a luxury brand.
It's this association with luxury and celebrity that possibly offers an insight into the steep CPC difference. Those willing to shell out on the latest iPhone may be more likely to have a higher level of disposable income.
Women Remain The Costliest Customer On Instagram
It's no surprise that women rule Instagram. 58% of Instagram users are women, compared to the 42% that are men.
Pay Attention To Televised Events
AdEspresso noticed an unusual spike for CPC amongst males aged 13-17 in Q2 of 2017. What could have caused it? Analysts believe it was linked to the NBA playoffs. Not only is the NBA the most popular sport association on Instagram, LeBron James has more Instagram followers than the NFL, The New England Patriots, and Tom Brady combined. The NBA is also most popular with young male fans, with 45% of NBA fans under 35.
For more insights, you can read the study on Instagram ads cost in the infographic attached below: