Instagram ads perform differently across industries, with click-through rates (CTR) varying based on audience engagement, ad formats, and strategies. Here's a quick breakdown of the key insights:
- Retail & E-commerce: Average CTR is 1.59%, with Reels and shoppable ads driving performance. During peak seasons, CTRs can hit 5.3%.
- Travel & Tourism: Leads with a 2.20% CTR, leveraging stunning visuals and Reels to inspire bookings.
- Beauty & Personal Care: CTR ranges from 1.16% to 1.51%, boosted by influencer collaborations and vertical video ads.
- Healthcare: Achieves a strong 1.61% CTR through educational content and testimonials.
- Legal: Averages 0.99% CTR, with feed video ads and client stories performing well.
- Real Estate: CTR is 0.99%, focusing on high-value leads with carousel and video ads.
Key takeaway: Reels dominate as the most effective ad format, with a 1.25% average CTR, outperforming Stories (0.90%) and Feed ads (0.78%). Industries with strong visual content, like travel and retail, see higher CTRs compared to service-based sectors like legal and real estate.
For better results, focus on mobile-first formats, creator-led content, and clear calls-to-action. Regularly compare your campaign performance to these benchmarks to identify areas for improvement.
Data Sources and Methods
The CTR benchmarks discussed in this article come from four key industry research platforms that monitor Instagram advertising performance in the United States: WordStream, AdBacklog, Social Bakers, and Adstage.
These platforms gather data from millions of impressions and clicks generated by real Instagram ad campaigns managed through Meta Ads Manager. WordStream and AdBacklog base their analysis on anonymized client data from thousands of advertisers, while Social Bakers and Adstage combine their proprietary research with platform analytics. This allows them to create CTR benchmarks by breaking down performance metrics by industry, ad format, and campaign objective.
To keep these benchmarks relevant, the data is updated either quarterly or annually. This ensures the numbers reflect changes to the platform, seasonal trends, and evolving user behavior as Instagram's algorithm and audience preferences shift over time.
The analysis focuses on five main Instagram ad formats: Feed, Stories, Reels, Carousel, and Video ads. Among these, Reels lead the pack with an average CTR of 1.25%, followed by Stories at 0.90%, Video ads at 0.88%, Carousel ads at 0.82%, and Feed ads at 0.78%.
Changes to the platform have significantly impacted CTR trends. Reels, now the most engaging content format, account for over 50% of user interactions on Instagram, driving higher CTRs across various industries. Campaigns led by creators using Reels can achieve CTRs as high as 38%, outperforming traditional corporate ad strategies.
Instagram's AI-powered tools, like Advantage+ campaigns, also play a role in boosting CTRs by improving audience targeting precision.
While minor differences exist between the data sources due to variations in sampling and reporting, the overall rankings remain consistent. Seasonal factors are also considered, with some sources noting that CTRs can surge to as high as 5.3% during high-demand periods, such as the Q4 holiday season.
For marketers looking to leverage these benchmarks to enhance their Instagram campaigns, tools and expertise are essential. Resources like the Top SEO Marketing Directory can connect businesses with specialized agencies and tools for optimizing social media advertising. This ensures strategies align with current U.S. market trends and best practices. Next, we’ll explore Instagram ad CTR benchmarks by industry.
1. Retail and E-commerce
Retail and e-commerce brands thrive on Instagram, thanks to the platform's highly visual nature that encourages discovery and drives purchases. It’s no surprise that these brands boast some of the highest click-through rates (CTR) on Instagram.
Average Instagram Ads CTR
In the U.S., retail and e-commerce ads average a CTR of about 1.59% for standard feed placements. Depending on the campaign goals and ad formats, performance typically ranges between 0.5% and 1.5%, but during peak shopping seasons like the Q4 holidays, CTRs can surge to as high as 5.3%. Instagram’s user demographics play a big role in this success. Over 60% of ad viewers are aged 18–34, and 72% of users have purchased fashion, beauty, or similar items after discovering them on the platform. Let’s look at the ad formats that help achieve these impressive numbers.
Effective Ad Formats and Strategies
Certain ad formats stand out for retail brands. Reels and Feed Video Ads perform exceptionally well, especially when they feature creator-led content such as product demonstrations or unboxings. These can achieve CTRs as high as 38%. Shoppable ads and Collection formats also shine, allowing users to make purchases directly within the app, which minimizes friction in the buying process.
Vertical videos paired with influencer collaborations and shoppable posts consistently deliver strong results, driving both engagement and sales. Meanwhile, Carousel posts see engagement rates of approximately 0.55%, and Story ads boast an impressive 82% completion rate, making them perfect for time-sensitive promotions or product launches.
Key Factors Driving Engagement
The combination of visual appeal, emotional connection, and social proof - such as user reviews, influencer endorsements, and user-generated content - takes engagement to the next level. For example, incorporating user-generated content into Reels or creator-led ads can increase CTR by up to 3.8%. Influencer content, in particular, performs exceptionally well, generating up to three times higher engagement compared to brand-created content.
Instagram’s AI-driven tools like Advantage+ are game-changers for ad targeting. These tools optimize ad delivery, choose the most effective creatives, and refine audience targeting, which is especially useful for brands with large product catalogs. Additionally, mobile-first strategies are critical - vertical formats, clear calls-to-action, and fast-loading creatives are non-negotiable. Skipping these basics often leads to lower engagement and wasted ad spend.
2. Travel and Tourism
The travel and tourism industry thrives on Instagram's ability to tell stories through visuals, sparking wanderlust and encouraging bookings. Travelers often turn to Instagram for inspiration, drawn in by stunning photos and immersive videos, which help travel brands achieve impressive engagement and click-through rates (CTR).
Average Instagram Ads CTR
Travel and tourism ads typically see an average CTR of about 1%, which sits near the higher end of Instagram's general range of 0.58%–1.20%. Instagram's core audience, especially users aged 18–34, is highly engaged with travel content. This demographic is more likely to discover and book experiences directly through social media, making Instagram a powerful platform for travel brands. Understanding the ad formats that achieve these results is key to maximizing success.
Effective Ad Formats and Strategies
Reels are the standout performers, offering a dynamic way to showcase breathtaking destinations and encourage immediate action. These short, engaging videos are perfect for highlighting unique travel experiences and sharing quick, practical tips.
Instagram Stories and vertical video ads also excel in the travel space, boasting an impressive 82% completion rate. The full-screen, immersive nature of Stories allows brands to craft compelling narratives that inspire users to explore and book trips.
Carousel and Collection ads give brands the ability to feature multiple destinations or experiences in a single ad. This format is ideal for creating engaging, multi-image campaigns that tell a richer story.
Influencer partnerships and creator-led ads can take engagement to the next level. These collaborations often generate three times more engagement compared to content created solely by brands, thanks to the trust and authenticity influencers bring to their audiences.
Key Factors Driving Engagement
Beyond choosing the right ad formats, several elements help boost engagement:
- High-quality visuals: Aspirational, eye-catching imagery consistently outperforms generic photos. Stunning visuals are essential for grabbing attention and inspiring action.
- Social proof: User-generated content, traveler reviews, and endorsements from influencers build authenticity and trust, which are crucial for driving clicks and conversions.
- Clear calls-to-action (CTAs): Phrases like "Book Now", "Learn More", or "Discover More" make it easy for users to take the next step, turning inspiration into bookings.
- Seasonal relevance: Aligning campaigns with popular travel seasons or current events can amplify their impact. For U.S. audiences, highlighting domestic destinations, pricing in U.S. dollars, and key travel periods like summer vacations or holiday getaways can boost both engagement and performance.
3. Beauty and Personal Care
The beauty and personal care industry thrives on Instagram's visually rich platform. With a user base primarily aged 18–34, Instagram aligns perfectly with the target demographic for most beauty and personal care brands. This makes it a prime space for product discovery and customer engagement.
Average Instagram Ads CTR
Beauty and personal care brands see average click-through rates (CTR) ranging from 1.16% to 1.51%, depending on the ad format used . These strong CTRs are a testament to Instagram's ability to connect brands with their ideal audience.
Effective Ad Formats and Strategies
Beauty brands achieve impressive results by focusing on specific ad formats. Reels, in particular, dominate the space, grabbing over 50% of user attention. When paired with creator partnerships, Reels deliver outstanding performance by blending authenticity with entertainment . Feed video ads are another high-performing format, averaging a 1.2% CTR, making them ideal for showcasing makeup tutorials, product transformations, and before-and-after visuals.
Carousel and shoppable ads have become indispensable tools for beauty brands. These formats allow brands to display multiple products while enabling direct purchases within the app. In fact, around 30% of purchases in this sector on Instagram happen through shoppable posts, thanks to the seamless buying experience they provide. For showcasing entire product lines - like skincare routines, seasonal collections, or makeup sets - collection ads shine. They create an immersive shopping experience that keeps users engaged and encourages exploration.
Key Factors Driving Engagement
The secret to successful beauty campaigns on Instagram lies in visual storytelling. Authentic content that highlights real transformations consistently outperforms overly polished ads. Influencer partnerships amplify this effect, with influencer-created content generating three times more engagement than brand-produced posts.
Given that most Instagram users access the platform on their phones, vertical video content optimized for mobile is essential. Brands that embrace vertical formats and design specifically for mobile viewing often see higher engagement rates. Interactive features, like polls, questions, and shopping tags in Stories, further boost engagement by creating a direct path from discovery to purchase. Finally, aligning campaigns with trending topics and leveraging social proof can significantly boost click-through rates and drive results.
4. Real Estate
Instagram has become a natural fit for the real estate industry, where eye-catching property visuals and immersive video tours can grab the attention of potential buyers. With a significant portion of Instagram's audience falling in the 18–34 age range - many of whom are first-time homebuyers or renters - real estate marketers have a unique opportunity to connect with an engaged audience. Let’s dive into the ad formats and strategies that are driving results in this space.
Average Instagram Ads CTR
According to AdBacklog's 2025 report, real estate campaigns on Instagram see an average click-through rate (CTR) of 0.99% for feed video ads. This performance holds its ground against other industries like finance and legal, making Instagram a competitive platform for real estate advertising.
Effective Ad Formats and Strategies
Feed video ads and carousel ads are among the most effective tools for real estate marketers. Feed video ads showcasing property tours, neighborhood highlights, and lifestyle content can boost CTRs to as high as 1.2%. Carousel ads, which allow multiple images to be displayed in a single post, are perfect for presenting detailed property features and layouts.
Reels ads are also gaining traction, with some campaigns achieving impressive CTRs of up to 3.8% when they incorporate authentic, creator-led content. Partnering with local influencers to showcase listings and nearby amenities has proven highly effective, often pushing CTRs above 3%.
For the best results, vertical, mobile-first video content is essential. Since most Instagram users browse on their phones, ads optimized for vertical viewing - featuring brief property tours, agent-led walkthroughs, or drone footage - tend to outperform traditional horizontal formats.
Key Factors Driving Engagement
High-quality visuals are the cornerstone of engaging real estate ads. Professional photography, detailed video walkthroughs, and drone footage create the kind of stunning imagery that stops users mid-scroll. Clear calls-to-action, such as "Tap to View Listing" or "Schedule a Tour", help guide potential buyers from browsing to taking the next step.
Localized targeting is another game-changer. Ads tailored to specific neighborhoods or property types, combined with elements like testimonials or influencer endorsements, help build trust and encourage interaction. Instagram’s Advantage+ AI targeting tool further enhances ad delivery by analyzing user behavior to ensure the right audience sees the content.
Finally, regular performance reviews are crucial. By assessing CTR benchmarks on a monthly basis, marketers can refine their creative content, targeting strategies, and budget allocation to stay ahead of changing trends.
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5. Legal
The legal industry faces a unique set of hurdles on Instagram. Unlike products that can be sold through eye-catching visuals or impulse buys, legal services are often sought out of necessity. Yet, law firms have found ways to connect with potential clients through smart content strategies and precise targeting. Recent data shows that these efforts are paying off, with competitive click-through rates (CTR) highlighting Instagram's potential for legal professionals.
Average Instagram Ads CTR
Legal services on Instagram achieve an average CTR of 0.99%, based on 2025 benchmark data. Certain formats, like feed video ads, can perform even better, with CTRs reaching 1.61% in some cases. While these numbers may trail behind more visually-driven industries, they represent a step forward for legal services. A CTR above 1% is considered strong in this context.
This trend aligns with broader social media performance in the legal sector. For example, attorneys and legal services have seen an 80% year-over-year increase in Facebook ad CTR, signaling a growing effectiveness of digital advertising for this field. These improvements set the stage for creative ad campaigns specifically designed for legal audiences.
Effective Ad Formats and Strategies
Certain ad formats have proven more effective for legal services, helping boost CTRs. Feed video ads, for instance, average a 1.2% CTR, while Reels featuring creator-driven content can achieve up to 3.8% CTR.
One standout example comes from a personal injury firm in California. They used Instagram Reels to share attorney advice and real client stories, achieving a 1.8% CTR. The approach combined legal expertise with relatable storytelling, building trust with viewers.
Carousel ads also perform well for legal firms. This format allows firms to break down complex legal topics into digestible slides, showcasing multiple practice areas. It’s particularly effective for educational content that fosters trust and encourages potential clients to book consultations.
Key Factors Driving Engagement
Beyond ad formats, several factors play a crucial role in driving engagement for legal ads on Instagram:
- Native, mobile-first creative: Vertical videos with sharp visuals consistently outperform static or horizontal formats.
- Client testimonials and social proof: Short video testimonials from real clients, paired with Q&A-style Reels where attorneys address common legal questions, help create a sense of authenticity and reliability.
- Clear calls-to-action: Phrases like "Book a Free Consultation", "Tap to Message", or "Download Our Legal Guide" are straightforward and effective at converting interest into action.
- Co-branded creator partnerships: Collaborations with local influencers or creators who discuss legal rights or work with attorneys on educational content tend to outperform standard ads.
For legal marketers aiming to refine their Instagram campaigns, tools like the Top SEO Marketing Directory can help identify specialized agencies and resources to enhance targeting and creative strategies. While the legal industry may face challenges on Instagram, these tactics demonstrate that it’s possible to achieve meaningful engagement and results.
6. Healthcare
Healthcare brands face distinct challenges on Instagram, operating within a regulated environment where trust is paramount. Unlike industries driven by impulse purchases, healthcare requires thoughtful messaging that balances engagement with strict compliance. Despite these hurdles, healthcare organizations have successfully leveraged Instagram to connect with audiences through educational content and genuine storytelling. Let’s dive into key performance metrics and ad strategies that work well in this space.
Average Instagram Ads CTR
Healthcare brands achieve an average click-through rate (CTR) of 1.61% on feed ads, a performance level comparable to sectors like retail and beauty.
Effective Ad Formats and Strategies
Feed ads and carousel ads are standout performers in healthcare marketing on Instagram. The 1.61% CTR for feed ads highlights their effectiveness, while carousel ads excel at delivering concise, educational content tailored to health-conscious users.
For instance, a U.S.-based urgent care chain ran a carousel campaign featuring patient testimonials, which resulted in a 30% increase in CTR. Similarly, a telehealth provider used short video explainers to achieve a 1.1% CTR. Video content, in particular, shines in this sector by simplifying complex procedures, sharing patient success stories, and offering health tips in a way that is both clear and engaging - key elements for building trust.
Key Factors Driving Engagement
Trust and credibility are at the heart of successful healthcare campaigns. Here are some strategies that resonate with audiences:
- Authenticity and Transparency: Real insights from professionals and patient testimonials help establish trust.
- Highlighting Credentials: Showcasing qualifications, accreditations, and educational content adds credibility.
- Actionable CTAs: Phrases like "Schedule Your Free Consultation" or "Speak with a Specialist" encourage immediate engagement.
- User-Generated Content: Patient testimonials and other user-created content can significantly enhance campaign performance.
For healthcare marketers seeking expert assistance, resources like the Top SEO Marketing Directory can help locate agencies skilled in navigating healthcare marketing compliance while delivering impactful strategies.
Industry CTR Comparison Table
The table below highlights how different industries perform in terms of click-through rates (CTR), along with the main factors driving success and the challenges they face. Some industries achieve more than double the CTR of others, showcasing the varying dynamics across sectors.
| Industry | Average CTR | Key Performance Driver | Main Challenge |
|---|---|---|---|
| Travel & Tourism | 2.20% | Aspirational imagery and emotional appeal | Seasonal demand fluctuations |
| Legal | 1.61% | Trust-building through expertise | Complex offerings requiring education |
| Healthcare | 1.61% | Educational content and testimonials | Regulatory compliance requirements |
| Beauty & Personal Care | 1.51% | Influencer partnerships and visual appeal | Saturated market competition |
| Retail & E-commerce | 1.20% | Product showcases and impulse buying | High advertising competition |
| Real Estate | 0.99% | High-value lead potential | Longer decision cycles and niche targeting |
Travel & Tourism leads the pack with a CTR of 2.20%. This success is largely thanks to the use of aspirational imagery and emotional storytelling, both of which resonate strongly with audiences.
Legal and Healthcare industries tie at 1.61% CTR, though they achieve this in different ways. Legal campaigns rely on building trust through authoritative content, while healthcare brands focus on educational materials and patient testimonials to engage users. Despite their less visual nature, these industries effectively connect with their audiences by addressing specific concerns.
Beauty & Personal Care comes in next with a 1.51% CTR, driven by eye-catching visuals and partnerships with influencers. This industry thrives on platforms where users actively seek beauty tips and product recommendations, making it a natural fit for cosmetics and skincare brands.
Retail & E-commerce posts a 1.20% CTR, reflecting the intense competition in this space. Campaigns here often focus on showcasing products and capitalizing on impulse purchases to stand out.
At the lower end, Real Estate records a 0.99% CTR. While this might seem modest, it’s important to note that real estate campaigns often aim to generate high-value leads. Each click in this sector can translate to significant revenue, given the longer decision cycles and the niche targeting required.
These benchmarks offer marketers a clear roadmap for refining their strategies. For example:
- Travel campaigns falling below a 2.00% CTR might benefit from stronger visual storytelling.
- Healthcare marketers should aim for at least a 1.61% CTR by leveraging educational content and testimonials.
- Real estate professionals can focus on generating meaningful leads, even if CTRs hover around 1.00%.
For those seeking expert guidance in optimizing campaigns across these industries, directories like the Top SEO Marketing Directory can connect marketers with specialists who understand the nuances of each sector.
What Drives High CTRs on Instagram
When it comes to Instagram, certain strategies consistently lead to higher click-through rates (CTRs). Let’s break down the elements that make campaigns stand out and drive engagement.
Reels are the star of Instagram advertising, grabbing over 50% of user attention and outperforming other formats in both engagement and conversions. Why? Reels fit seamlessly into the way users consume content on Instagram. With 99% of Instagram users accessing the platform on mobile devices, this mobile-first format ensures ads are delivered effectively and keeps users engaged. Other ad formats complement this by making the transition from discovery to action as smooth as possible.
Shoppable posts and Collection ads are game-changers for e-commerce brands. These formats allow users to make purchases directly within the app, eliminating unnecessary steps and boosting CTRs. For product-focused businesses, this frictionless buying experience translates directly into more clicks and, ultimately, more sales.
Influencer partnerships are another powerhouse for driving clicks. Ads created by influencers tend to outperform traditional brand-created content because they feel more authentic. Pairing influencer-generated content with Reels can result in CTRs as high as 3.8% - a huge leap from the 0.30–0.50% average for standard Reels. This success lies in the trust and social proof that influencers bring to the table.
AI-driven targeting tools like Meta's Advantage+ are reshaping how ads reach their audiences. These tools automatically analyze user behavior and preferences, ensuring ads are shown to people most likely to click. By removing the guesswork from targeting, these systems boost both CTRs and overall campaign efficiency.
When it comes to creative elements, ads that tap into emotion, social proof, and trending topics perform the best. Eye-catching visuals, minimal copy, and clear calls-to-action are essential for grabbing attention and driving clicks. Ads that feel natural and not overly promotional also tend to resonate more with users. Rapid testing helps brands identify what works, allowing them to fine-tune their approach.
While video formats like Reels dominate, static ad formats like Carousel posts also deliver strong results. Carousel ads, which let brands showcase multiple products or tell a story across several images or videos, achieve the highest engagement rate among ad formats at 0.55%. Similarly, Story ads boast an impressive 82% completion rate. Their full-screen, immersive design captures attention, while the temporary nature of Stories encourages immediate action.
The most effective campaigns avoid pitfalls like poor design or generic content. Brands that embrace Instagram's native features and experiment with different strategies tend to see the best results across various industries.
For marketers looking to refine their Instagram campaigns, resources like the Top SEO Marketing Directory can provide access to specialists and tools that help optimize ad performance.
Conclusion
Understanding industry-specific CTR benchmarks is essential for running successful Instagram ad campaigns. These benchmarks act as a yardstick, helping you determine whether your ads are hitting the mark or lagging behind competitors in your industry. For instance, a 0.70% CTR might look impressive at first glance, but without context, it could actually be underperforming. On the other hand, a 0.90% CTR might signal you're exceeding expectations.
Bill Nash, CMO of Marketing LTB, highlights the importance of regularly reviewing benchmarks, stating, "Platform trends and user behavior shift rapidly".
Frequent evaluations like these ensure your strategies stay relevant as Instagram’s algorithm and user preferences continue to change.
The data reveals some clear trends: industries with strong visual appeal often achieve higher CTRs compared to less visual sectors. It’s no surprise, considering that over 72% of Instagram users have made purchases in categories like fashion or beauty after discovering products on the platform.
These insights aren’t just numbers - they’re a guide to improving your campaigns. If your CTR is falling short of industry averages, try experimenting with vertical video formats such as Reels, collaborate with creators, or incorporate interactive features like shoppable posts. These tactics can help boost engagement and drive results.
Keep in mind that benchmarks evolve alongside user behavior. Instagram’s audience, now at 1.74 billion users - most of whom are aged 18–34 - demands constant adaptation. Whether you’re in a visually driven industry or a service-oriented one, aligning your campaigns with up-to-date benchmarks is key to staying competitive.
FAQs
What strategies can businesses in industries like legal or real estate use to boost their Instagram ad click-through rates?
Businesses in industries that aren't traditionally visual, like legal services or real estate, can still make a splash on Instagram with the right approach. The key? Focus on engaging storytelling and targeted content. Use visually appealing graphics, short videos, or carousel ads to showcase what sets your business apart - whether it's your expertise, client success stories, or unique offerings.
Want to boost your click-through rates (CTR)? Start with clear, action-oriented calls-to-action (CTAs) like "Learn More" or "Contact Us." Tailor these ads to resonate with specific audience segments. Including elements like testimonials, case studies, or behind-the-scenes glimpses can add a personal touch, making your ads feel relatable and trustworthy. And don’t forget: your visuals and messaging should always reflect your brand’s identity. Consistency builds credibility and encourages engagement.
How do influencer collaborations impact Instagram ad click-through rates across industries?
Influencer collaborations can play a big role in improving Instagram ad performance. They not only boost engagement but also drive higher click-through rates (CTR). When brands team up with influencers, they gain access to an already loyal audience, which helps build genuine connections and increases trust in the content being promoted.
Industries like fashion, beauty, and fitness tend to benefit the most from these partnerships. These sectors thrive on Instagram’s visual appeal, making influencer content a natural fit. By choosing influencers whose followers closely align with the brand’s target audience, businesses can craft campaigns that feel more relatable and encourage users to interact and click through.
What strategies can marketers use to leverage Instagram's AI tools for better ad targeting and higher click-through rates?
Marketers can make the most of Instagram's AI tools by tapping into features like automated targeting. This feature examines user behavior and preferences to identify the audience most likely to connect with your ads. Another useful tool is dynamic ads, which generate personalized content tailored to individual users, making it more likely to grab their attention and encourage interaction.
To improve click-through rates (CTR), prioritize creating visually engaging ads that fit seamlessly with Instagram's signature style. Combine this with AI-driven insights to fine-tune your audience segmentation for better results. Keep an eye on performance metrics and use Instagram's AI-powered analytics to tweak your campaigns based on actionable, data-backed recommendations.
