Males 'more receptive to Instagram ads'
Posted on: Thursday 16 February 2017
New research suggests men find ads on Instagram more effective than women across virtually all categories.
Share this
New research suggests men find ads on Instagram more effective than women across virtually all categories.
A study conducted by Influence.co and Fractl and analysed by eMarketer shows that males rated ads higher on all but two product categories. On an effectiveness scale of 0 to 5, men scored fashion ads 2.7 - compared to 2.5 for women - and a similar trend was seen across beauty, health and wellness and electronics.
The only categories in which men did not outscore women were TV and movies and food and drink, where both sexes gave ads an effectiveness rating of 2.2.
Age is also a factor when determining the effectiveness of Instagram ads, the study showed. Respondents classed as millennials were more likely to respond positively to ads featuring selfies. However, those who fall into the 45 to 54 age bracket reacted better to marketing containing portrait-style product-only shots.
Related content
Lego targets 'kidults' with new Instagram ad
Lego seeks an alternative market with Instagram ad aimed at stressed millennial adults instead of children.
Marks and Spencer to be first to trial Instagram Stories in-app shopping
Marks and Spencer will be one of the first brands to trial in-app shopping in Instagram Stories and a personalised shopping channel within the Explore...
Learn moreTime limit tools coming to Facebook and Instagram
Both Facebook and Instagram are introducing tools that allow users to set a time limit for their platform usage in a bid to prevent social media...
Learn moreBecks tops UK's Instagram rich list
David Beckham is the UK celebrity whose Instagram posts comes with the highest value, effectively making him the country's most valuable social...
Learn more