Instagram photos can be more effective than traditional studio shots and stock photos for internet ads, according to new research.
The study, carried out by agency Laundry Service, measured the performance of its campaigns using “organic” Instagram-style photos over the past six months.
It found that they performed far better than the studio images.
The agency defined an ‘Instagram,-style’ shot as a non-glossy picture shot outside of a studio.
Using regular photos, the company saw a 2.35% click-through rate, but with Instagram-style shots, that increased to as high as 8%.
When linking ad performance to sales, Laundry Service saw conversion rates increase by 25%.
The data was drawn from over 100 million impressions, spanning campaigns from more than 15 advertisers.
“We always liked organic content better,” said Laundry Service founder and president Jason Stein. “We noticed it was doing a lot better so we started recommending it more and more to our clients.”
Laundry Service is a social media agency with clients that includes Disney, Rachel Roy, Amazon, and Essence.