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#instamarketing
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Blaise LuceySenior Content Manager
Instagram Marketing in 2016:Organic, Paid & Partnered
Prachi MishraProduct Marketing Manager
@adroll | @chimishra@ blaiselucey00| @bitly
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WebinarAgenda
The Instagram Landscape in 2016
Organic Marketing + Influencers
The New World of Instagram Ads
Best Practices & Use Cases
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The Insta Facts
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Source: Selfstartr
The Insta Facts
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The Insta Facts
Source: Selfstartr
#instamarketing
Source: Selfstartr
The Insta Facts
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The Insta Facts
Source: Selfstartr
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The Insta Facts
Source: Salesforce
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Source: Salesforce
The Insta Facts
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BUT WHAT AND HOWDOES ENGAGEMENT WORK
ON INSTAGRAM?
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1. Post Consistently & Strategically
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2. Use Hashtags Wisely
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3. Interact
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4. Use Video Wisely
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5. Work with Influencers
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Tracking Growth with Bitly
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Tracking Growth with Bitly
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Tracking Growth with Bitly Campaigns
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Tracking Growth with Bitly
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Tracking Growth with Bitly
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THE NEW WORLD OF INSTAGRAM ADS
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THE ALGORITHM
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Prior to the change, Instagram users were missing 70% of the posts on their feeds
Instagram’s rapid growth has made feed curation a necessity
source: techcrunch
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ANATOMY OF AN INSTAGRAM AD
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DisclosureRequired for all native ads.
Image links to landing pageDouble tap => a like Single tap => takes the user to your landing page.
Call-to-action button6 different options
Advertiser’s namewill appear in all lower case
LikesCaption
Max limit 300 char; recommend 125 char
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BENEFIT OF INSTAGRAM ADS
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Native ads match the form and function of the platform upon which they appear.Native Inventory
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DisclosureRequired for all native ads to point out that this is an ad.
100% share of
voice
Native Inventory
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Drive traffic from the feedCanvas |
Leo Canvas |
Leo
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Cross-Device
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Reach Beyond Organic Posts
Reach over 400M, highly-engaged* global users.
*Instagram users contribute 80 million photos and over 3.5 billion likes per day.
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Millennial Audience
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Facebook targeting
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source: business.instagram.com
Call-to-action (CTA) Buttons
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source: business.instagram.com
Dynamic Product Ads
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Native inventory
Cross Device
Drive Traffic from the feed
Reach beyond organic posts
Valuable Millennial Audience
Facebook Targeting
Dynamic product ads
Call-to-action buttons
Benefits of Instagram
Ads
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CASE STUDY
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GoalWanted to increase sign ups for an on campus open house day at the University of Missouri St. Louis (UMSL)
UMSL — Instagram
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ResultsInstagram retargeting campaign: 4X higher CTR than Facebook campaign
2nd highest source of traffic, after web, Instagram prospecting ads
Follows increased by 29.1% during the campaign
UMSL — Instagram
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BEST PRACTICES
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Mobile friendly destination page
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Canvas | Leo
Post click experience
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Canvas | Leo
Post click experience
Canvas | Leo
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Use the CTA buttons
source: business.instagram.com
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Leo Daypack | CommuterYour new favorite commute buddy, the Leo Daypack. Perfect for your daily bike ride.WWW.CANVAS.COM
Canvas
Align your campaigns
AdRoll helps you align campaigns across web, Facebook, Instagram, and more
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source: business.instagram.com
Align creative with your goals
Keep ads branded
McDonald’sUMSL
Creative best practices
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EVERLANE
source: business.instagram.com
Focus on craft
A/B test
Creative best practices
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Refresh Creative
Capture them with a caption
Creative best practices
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Creative best practices:
Align creative with goalsKeep ads branded
Focus on craftA/B test
Refresh creative 2-4 weeksCapture users with a caption
Make sure your landing page is mobile-friendlyUse the CTA buttonAlign your campaigns across channels
Best Practices
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Instagram account username (handle) & password
Partner’s Business ID
How to get started?
If working with a partner
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THANK YOU#instamarketing @bitly @adroll
WANT MORE?
Email: [email protected]
www.AdRoll.com www.bitly.comEmail: [email protected]
