The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Advert Instagram Michael Kors

Over 5% of Instagram ad views lead to likes, according to CEO


By Jennifer Faull, Deputy Editor

November 7, 2013 | 2 min read

Instagram may have only recently introduced adverts to its platform, but it is already seeing success.

Instagram CEO Kevin Systrom claimed at Gigaom’s Roadmap conference in San Francisco this week that more than 5 per cent of the ad views led to Likes.

“Over 5 per cent of the impression led to likes on these ads that we’ve run. That’s pretty tremendous considering most of the ads we see on the internet we ignore,” he said.

Michel Kors was among the first to advertise on the photo-sharing platform, with Systrom revealing there has been “very positive comments,” including people recommending the advertised watch to friends and asking where they might buy it.

He continued: “Are they making us hundreds of millions of dollars per day? No. We knew we wanted to make sure we do it the right way. It really is a transition from a startup that is trying to become a business to becoming a business.”

However Systrom might be slightly off with his estimate. According to analytics company Nitrogram, as reported by TechCrunch, the Michael Kors ad was seen 6.15 million people and received over 218,000 Likes, equating to 3.57 per cent of views leading to likes of the photo.

Advert Instagram Michael Kors

More from Advert

View all


Industry insights

View all
Add your own content +