Context
Increasing the number of followers and analyzing the results to draw conclusions regarding the strategic approach to conducting similar campaigns in the future.
Goals
The aim of the campaign was to acquire new followers on Facebook and Instagram in several European countries.
Duration
The campaigns were conducted in 2024 in selected months.
Advertising formats
On Facebook, we used graphics with a clear CTA that were consistent with the client’s visual identity. The content was translated into the language of the country in cooperation with a translator, which ensured a better match for local audiences.
On Instagram, we promoted selected posts directly in the app. In most cases, these were clean photos of product visualizations, without additional text on the graphics, which fit the aesthetic of the platform and made them more attractive to users.
Facebook - Campaign Results
Croatia
- 325 new fans
- cost per result: 1.54 PLN
Slovenia
#1 campaign – 166 new fans, cost 4.14 PLN #2 campaign – 202 new fans, cost 4.52 PLN
Lithuania
1080 new fans
cost per result: 3.70 PLN
The czech republic
- 473 new fans
- cost per result: 4.61 PLN
In total, Facebook campaigns brought 3,125 new fans, and the total budget was 8,781.54 PLN.
Instagram – Campaign Results
New followers: 589
Cost per observation: 21.96 PLN
- Countries: Lithuania, Slovenia, Croatia, Czech Republic
Campaigns conducted directly in the Instagram app
Conclusions
➡️ Facebook generated lower cost gaining a fan, but Instagram higher value commitment.
➡️ Facebook campaigns have gained more new followers at lower costs.
➡️ Instagram campaigns were higher cost per result, but they brought better CTR and more interactions under the posts.
Summary
Comparing Facebook and Instagram promotions in terms of fan acquisition shows a certain difference in costs, but this should not be the deciding factor when choosing a platform. In the case of Facebook, the cost of acquiring a fan is lower, which is an advantage, especially if the goal is to quickly increase the number of followers.
On Instagram, on the other hand, acquiring a fan is more expensive, but this may be due to the higher quality of engagement that the platform provides. Fans on Instagram are more likely to engage with posts, and their activity may translate into more valuable contact with the brand.
Despite the higher costs on Instagram, gaining followers on both platforms is not clearly comparable – which channels will be more effective depends on many factors, such as the specifics of the industry or the preferences of the target group. Therefore It is worth running parallel campaigns on both platforms and monitoring their results on an ongoing basis.
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Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl