Instagram is a visual social platform that is gaining traction in the clinical trial patient recruitment space, fueled by user base growth, advanced audience targeting and new ad formats.
Not only does Instagram have 400 million users, it has expanded its ad platform to all businesses, and is moved past the experimentation phase.
This addition is good news for study recruiters, as Instagram ads offer similar targeting as its parent-company Facebook, supporting awareness-building and call-to-action objectives, including website clicks, mobile application installs and video views. According to Kenshoo, users are two and a half times more likely to click on ads than on other social media platforms. (no surprise that early adopters are looking at Instagram for clinical trial patient recruitment and engagement).
Ad options include standard images, 30-second videos and carousels, which feature a series of images.
Instagram adoption is strongest among the 18-49 age groups. (78% of online users who use Instagram fall into this age range, according to Pew Research). After Facebook, Instagram users are the next-most engaged social group. Approximately 50% of Instagram users are on the platform daily, with 32% who say they go on Instagram several times a day. And the user base is nearly evenly split between males and females.
An added bonus: Ads are now available in every country where Facebook ads are offered, with recent additions: Russia, South Africa, Chile, Hong Kong, India, Indonesia, Japan, Korea, New Zealand, Taiwan, Thailand, Turkey, Israel, Italy, Saudi Arabia, Poland, Spain, Argentina and Mexico.
Our recommendation: Consider Instagram for clinical trial patient recruitment (as part of a broad digital mix) when a younger audience (<40) is your target.