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65% of marketers will advertise on Instagram in 2017
Instagram is a more appealing ad platform for marketers than Snapchat, according to a new report from RBC Capital Markets and AdAge. More than 1,600 marketers were questioned for the report, and 65% of them said that they would be interested in marketing on Instagram, compared to just 40% who said the same of Snapchat. The study found that the reason for the reluctance of marketers to advertise on Snapchat was a low ROI from past campaigns. Respondents to the survey were asked to rank a number of ad platforms based on ROI, with Snapchat coming above only AOL, well below Instagram. Recently, Snapchat came under pressure to engage users more after the launch of multiple similar features on Instagram and Facebook, which are arguably taking users away from Snapchat.
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