Whether you’re new to Instagram advertising or have been managing an ad budget for a couple of years, you may have questions about why Instagram ads cost what they do. Truth be told, there are many factors that can influence the cost of an Instagram ad. A new infographic from AdEspresso helps us make sense of the various dynamics that influence the cost of Instagram ads. We’ve shared the entire infographic below on the BuzzPlant Blog.

Instagram Ad Costs Can Get Technical…

…so we’re going to demystify the inner-workings for you. First, let’s start with some basics about why Instagram is such a great platform to advertise on:

  • 26% of Instagram users are likely to interact with a brand, while only 0.07% of Facebook’s users are likely to do the same. (Where would you put your money?!)
  • Boosting an ad’s performance can be quite easy when you follow some simple rules. For example, did you know that Instagram posts with human faces are 38% more likely to receive likes and 32% more likely to receive comments?
  • While celebrities may have the most followers on Instagram, they’re not necessarily the best vehicles for delivering your We’ve written extensively on the BuzzPlant Blog about partnering with “micro-influencers” in delivering your Instagram content. (Also, don’t miss “The Women Who Run Instagram” for a better understanding of this niche Instagram strategy.)

What Makes an Instagram Ad Cost More?

Ads cost more on…

  • Sundays, in part due to the fact that Sunday evenings are the busiest overall times for ecommerce.
  • Holidays, especially Christmas, Black Friday, Cyber Monday, Labor Day, and New Year’s Eve.

Certain televised events can cause a spike in Instagram ad costs within particular demographics. For example, one study found that there was an unusual spike in CPC (cost-per-click) during Q2 among males aged 13-17.


The NBA Playoffs occurred during this time. Since 45% of the NBA’s fan base is under the age of 35, and since the NBA is the most popular sports association on Instagram, this 13-17-year-old male demographic all turned to Instagram at the same time (during commercial breaks of the NBA playoffs), causing a spike in CPC. It’s important to take these massive real-time events into account, as well as holidays, when planning out your ad spend.

Cheap Dates & Hard-to-Get

When it comes to Instagram, the cheap dates are men over the age of 65 using Android. By and large, this is the least expensive demographic on Instagram when it comes to CPC. If that’s your target market… lucky you!

On the other hand, women between the ages of 18 and 34 using iPhones are playing hard-to-get. This is the most expensive demographic to reach on Instagram. You’ll find significantly higher CPC is involved when targeting these women.

For more insights about running a targeted Instagram ad campaign, check out the infographic below, or leave us a comment to ask a question.