What Is Click-Through Rate (CTR)?
Click-through rate is the percentage of people who click on a link or call-to-action after seeing a piece of content, calculated as clicks divided by impressions multiplied by 100.
Average CTRs for influencer marketing campaigns range from 1–3% for feed posts and 3–7% for Stories with swipe-up links. Higher CTRs indicate stronger audience intent and are a key metric brands use to evaluate campaign ROI. Creators can improve CTR by using clear calls-to-action, placing links prominently, and creating urgency.
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