Finally! It’s possible for businesses small and large to get in front of Instagram’s 14 million monthly active users after paid for advertising has officially been rolled out across the platform.
Instagram is a great way of building a story, whether it be of your everyday life, or, increasingly, of the business you work for. Integrating Instagram into your brand’s paid marketing approach may be just what your company needs to strengthen its brand building, reach a wider audience, and produce significant business growth. According to Instagram, their users are 2.8x as likely to recall your ad compared with other forms of online advertising, something to keep in mind when planning your digital marketing strategy.
5 TIPS FOR INSTAGRAM AD SUCCESS
Step one – Integrate your Instagram adverts with your other digital activity to track the results of the campaign, compare with other platforms and evaluate the relevancy on a regular basis to determine what works best.
Levi’s were one of the first brands to trial Instagram ads and the results paid off. The classic American retailer used Instagram to style its apparel as the uniform for living in the moment, reaching 7.4 million people. In addition, 24% of people who saw more than one ad remembered seeing a Levi’s® ad. “Not only were we able to reach a large audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way,” said Julie Channing, Levi’s director of digital.
2) GET FAMILIAR WITH THE AD OPTIONS
With image ads, businesses can tell their story through beautiful imagery. Whether it’s inspiring people to see your brand differently or to take action, they offer a clean, simple and beautiful creative canvas.
Capital One put imagery at the center of their five-week long #WalletStories campaign by re imaging their well known “What’s in Your Wallet?” tagline and encouraging people to open their wallets and share the keepsakes and memories they carry with them. The brand tapped 3 popular
photographers to document these stories with original, authentic creative. As a result, Capital One achieved a significant 16 point lift in ad recall, 2.5x higher than Nielsen’s norms for online campaigns, which helped the banking brand elevate their awareness among their audience.
Video ads offer the same visually immersive quality as photo ads on Instagram — with the power of sight, sound and motion. And now, you can share videos up to 30 seconds long and in landscape format.
Birchbox created an Instagram video campaign capturing the surprise and delight of the monthly beauty subscription. Showcasing their upbeat editorial style and quality products, the 15-second videos made a big impact on potential customers, dramatically boosting brand awareness with its target audience.
Carousel ads bring an additional layer of depth to image ads. People can swipe to see additional images and a call to action button takes them to a website to learn more.
This carousel ad by Tesco Food encourages the user to continue swiping in order to reveal the full image. This is a great example of drawing in a user through a story, a very delicious one at that!
3) MAKE A VISUAL IMPACT
Using an amazing image will stop a user from scrolling right past your advert. Choose wisely!
“It’s not just about posting something and taking a picture; we put a lot of craftsmanship into all our posts. For me it’s all about the visual identity of the brand. Images speak a thousand words and that’s the mindset we need to take on for all our work in social media.” – Wise words from Emma Page, Audi’s digital communications manager as they plan to get more visual with a focus on a big Instagram push into 2016.
4) MAKE YOUR WEBSITE MOBILE-FRIENDLY
As Instagram is specifically geared towards mobile browsing, it is important to lead users who click on your adverts to a mobile optimised landing page, for a seamless and engaging experience.
5) USE BRANDING
Unlike Facebook, Instagram allows you to apply over 20% text to your ad image, this might include your logo or tag line. It’s key to have branding elements present in paid media images and video to enhance ad recall.
Turkish Airlines took to Instagram in early February for four weeks with its #EpicFood campaign. Keeping the logo subtly in the background, and focusing on the food itself led to a 28 point lift in ad recall and 13 point lift in brand awareness.
How Do Instagram Adverts Work?
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