Let’s face it, we live in a totally visual society. The best marketers and advertisers out there know this. No matter how great a product or service is, if the advertising for it doesn’t catch consumer’s eyes, it isn’t going to succeed. In today’s world a picture is worth more than a thousand words. It’s worth a thousand sales, or who knows, maybe even more. That’s why Instagram is the newest and hottest social media marketing platform for businesses to place their advertisements. This purely visual-based network now boasts 300 million monthly users, making it the second-largest social network in the U.S., second only to Facebook. And what’s even more exciting is the fact that Instagram will soon be opening its advertising interface to all businesses.
But before you dive right in and start an advertising campaign on Instagram, you should know about the following features:
Carousel ads allow advertisers to include up to four rotating photos, accompanied by a caption, in their sponsored Instagram posts, giving your ad the feel of a multi-page print campaign. Users can “swipe” through ads and will be shown a call-to-action button to drive conversions.
Landscape Photo and Video
These new creative features give ads a more cinematic feel and eliminate many photo sizing issues.
Extended Video Ads
Previously, video ads could only be 15 seconds or less. Now, ads can be up to 30 seconds in length, allowing brands to tell a better story.
This new premium product is perfect for events like movie premieres and new product launches that need to garner a maximum impact in a limited amount of time.
Delivery and Optimization Tools
New tools allow advertisers to manage and drive the best performance for campaigns across Facebook and Instagram.
Direct Response Buttons
Direct response enables Instagram followers to take a specific action after seeing an ad. There are four different call-to-action buttons advertisers can choose from: “Learn More,” “Install Now,” “Sign Up” and “Shop Now.” When a user clicks a button, a browser will open and take them to a page on the advertiser’s website, or to a location within one of the mobile app stores. Currently, these buttons are only being shown on the last three photos of a four-photo carousel ad, meaning you’ll need to capture viewer’s attention with your first image before asking them to take an action.
Not only can advertisers target audiences by age, location and gender, but they can reach users based on their interests and connections on both Instagram and Facebook. Facebook’s Custom Audience tool is also now available to Instagram advertisers.
Direct response buttons allow brands to track who is clicking those buttons and who goes on to make the requested conversion, thus showing clear ROI from their campaign. Through creative and eye-catching ads, coupled by conversion rate optimization services, you will see your brand awareness and business grow.