Sponsored Instagram posts outperform organic content | WARC | The Feed
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Sponsored Instagram posts outperform organic content
Users of Instagram, the photo- and video-sharing platform owned by Meta, engage more with sponsored posts than organic content, according to a recent study.
The research, conducted by Jana Gross and Florian von Wangenheim (both from KEDGE Business School in France), was published in the Journal of Interactive Advertising.
Why it matters
Partnering with influencers is an effective approach for bringing awareness to a company's products and services. The understanding that sponsored posts are well-received, meticulously crafted, and can drive users to act immediately can help marketers amplify the partnership.
Sponsored posts have better engagement
- The study reviewed 64,438...
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