Analysis of the Cost-Effectiveness of the University Instagram Marketing Campaign Using A/B Testing

Keywords:
Cost Effectiveness, A/B testing, Advertising, Instagram, Higher Education

Abstract:
In today's digital age, colleges and universities are increasingly using social media platforms like Instagram to promote themselves. This study examines the cost-effectiveness of such marketing campaigns using the A/B testing methodology. By comparing the outcomes of campaigns using static images and animated images, this research aims to determine which format delivers better results in terms of cost efficiency. The analysis shows that campaigns featuring static images are more cost-effective, with lower costs per click (CPC), cost per lead per visit (CPLPV), and cost per result (CPR). The findings also reveal that Carousel posts are more effective than video ads in terms of ROI, with Carousel campaigns yielding approximately 32.45% higher returns. Additionally, the study highlights the importance of segmenting the target audience, as different age groups and genders respond differently to marketing campaigns. Despite limitations such as sample size and timeframe, the research shows the reliability and durability of results, emphasizing the effectiveness of Carousel posts in attracting prospective students and enhancing institutional image. Overall, this study provides valuable insights for optimizing university Instagram marketing strategies, leading to increased enrolment and visibility

CITATION:

IEEE format

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A. Mihajlović, J. Gajić , T. Papić, “Analysis of the Cost-Effectiveness of the University Instagram Marketing Campaign Using A/B Testing,” in Sinteza 2024 - International Scientific Conference on Information Technology, Computer Science, and Data Science, Belgrade, Singidunum University, Serbia, 2024, pp. 266-273. doi:10.15308/Sinteza-2024-266-273

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Mihajlović, A., Gajić , J., Papić, T. (2024). Analysis of the Cost-Effectiveness of the University Instagram Marketing Campaign Using A/B Testing. Paper presented at Sinteza 2024 - International Scientific Conference on Information Technology, Computer Science, and Data Science. doi:10.15308/Sinteza-2024-266-273

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