This past summer, roughly
three years after its 2012 acquisition of the service, Facebook opened up
Instagram’s ad API.
It’s important to make a
disclaimer that brands were present on Instagram before but could share their
content only with users, following them. Now, brands could provide sponsored
content, which will be showed to anyone meeting their target audience criteria.
Personally, I think Instagram is a great advertising channel, for two reasons:
1) it’s hard to miss or ignore the ads, because a user needs to look at it
before scrolling down; 2) on Instagram users are consuming photos and video, so
they are more relaxed, less focused and therefore more receptive to the add.
There 3 ads formats available: Image Ads,
Video Ads and Carousel Ads. Those brands already advertising on Instagram usually
have one of the following objectives:
- Send people to important
section of their website
- Get people to install your
mobile app
- Tell a story using video
- Drive mass awareness to a
broad audience
According to Instagram, ad
recall from sponsored posts on the platform was 2.8 times higher than Nielsen’s
norms for online advertising across nearly 500 campaigns measured globally with
Nielsen Brand Effect in June. Recent data by social analytics firm Shareablee
also concluded that Instagram prompted three times more customer actions than
Facebook and Twitter.
Taco Bell, Mercedes-Benz and
Chobani were some of the earliest adopters to have experimented with sponsored
posts on Instagram as its foremost brand partners. While Taco Bell used
Instagram to announce its new breakfast menu in April and saw a 29 point lift
in its ad recall, Mercedes-Benz used Instagram to launch its compact SUV called
the “GLA” in conjunction with Facebook last fall and saw a 580 percent increase
in visits to its site.
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