Instagram: The Invisible ROI Starts Long Before the Purchase

On Instagram, a purchase is rarely the first move. It’s usually the last.

A study by Meta reveals that fewer than 10% of Instagram buyers convert after seeing a product for the first time. That number drops even further for products priced above €50. The reality? The conversion path is paved with invisible interactions: a like here, a story reaction there, a comment or a casual DM... and yet, this is where it all begins.

The Illusion of the Impulse Click

Most brands still evaluate their performance based on clicks and conversions alone. But engagement is often a far stronger signal of intent than an ad click.

According to Sprout Social, 57% of consumers are more likely to buy from a brand they follow on social media after engaging with them organically (likes, comments, DMs).

A comment is more than a reaction—it’s a raised hand.
A story reaction is attention paid.
A DM? It’s often the first step into a conversion funnel.

Seeing What Others Don’t

At BackRoom, we decided to make engagement visible.

Our technology now allows you to:

• Identify users who comment, react to stories, or send DMs on Instagram.

• Segment them based on their engagement rate, frequency of interaction, and purchase intent.

• Trigger personalized DMs automatically when users take specific actions (comments, reactions, DMs, etc.).

• Collect emails or phone numbers directly via DM, GDPR-compliant, to enrich your sales CRM.

According to HubSpot, using behavioral segmentation in email campaigns can increase revenue by up to 760%. Use this approach but directly in Instagram inbox.

ROI Starts Before Checkout

Before a user even adds a product to their cart, we can measure their intent, nurture the relationship, and guide them toward conversion.

Our internal data shows users who react to a story or comment on a post are 3.7x more likely to convert when sent a targeted DM within 24 hours.

We’re not just a marketing solution. We activate a neglected truth: pre-purchase behavior is predictive. And with BackRoom, it becomes actionable.

Give Every Interaction Its Value

Today, every like, every DM, every reaction has value. You just need the right tools to detect it, interpret it, and activate it. That’s exactly what our platform is built for.

A Salesforce study found that 76% of consumers expect brands to understand their individual behaviors and needs.

What you thought was noise is actually a buying signal.
BackRoom captures that signal, transforms it, and activates it.

Sources

• Meta Business Insights (2024): <10% of Instagram conversions come from a single ad exposure.

• McKinsey (2023): 6 to 8 touchpoints on average before a digital conversion.

• Sprout Social Index 2023: 57% of consumers purchase after engaging organically.

• Hubspot (2023): +760% revenue via behavioral segmentation.

• Salesforce (2023): 76% of customers expect deep personalization.

• BackRoom Internal Data (2025): +45% average conversion boost after Instagram DM activation.