Growth Marketing on Instagram: Finding & Scaling Success with Direct Response Advertising

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GROWTH MARKETING ON INSTAGRAMFinding and Scaling Success with Direct Response Advertising

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Instagrams potential as a powerful revenue driver for digital advertisers has only just begun

Advertising Automation

Instagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook.

For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive.

One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%.

Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments.

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Demographics: Whos on InstagramThe direct response advertising opportunityAd types and tipsCreative best practicesScaling direct response success

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Demographics: Whos on Instagram

Advertising Automation

Instagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook.

For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive.

One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%.

Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments.

4

Demographics: Whos on InstagramSources: Instagram, May 2016; Pew Research, August 2015

500+ million monthly active users80+ million photos shared per day3.5+ billion likes per day75% of users outside the US59% of users visit daily52% of teens 13-17 are users51%female users49% male users

Advertising Automation

Instagrams user base is booming, with a community of more than 500 million monthly active members.

Users on Instagram are also highly engaged. Every single day, Instagrams global user base posts an average of 80 million new photos and engages through more than 3.5 billion likes.

According to Pew Research, 59% of those users visit Instagram daily. Since so many people use Instagram so frequently, its clear that browsing the app has become part of their regular mobile routine.

Instagram is a global phenomenon, with 75% of users located outside of the United States. Instagram attracts both male and female users (51% and 49%, respectively) and includes a diverse range of ethnicities. Most notably, 52% of all teens ages 13-17 use Instagram, indicating that the mobile platform appeals to a younger demographic. If youre looking to reach a millennial audience, then Instagram is the place to be. 5

The direct response opportunity

Advertising Automation

Instagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook.

For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive.

One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%.

Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments.

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Instagram is a direct response advertisers dreamEntirely mobile experience with beautiful native ad units

Open creative canvas to visually convey value

Proven driver of purchase intent

All the power of Facebooks industry-leading targeting capabilities

Clear call-to-action buttons to inspire action

Advertising Automation

Instagram is a direct response advertisers dream. The experience is entirely mobile, with native ads that are beautifully integrated into a highly visual stream of organic content. The nature of the platform gives direct response advertisers a powerful visual canvas to communicate value and inspire action among their target audience.

Instagram benefits from Facebooks years of expertise building tools tailored for direct response. For example, advertisers on Facebook are familiar with Custom Audiences and lookalikes, which offer a simple and automated way to launch campaigns to audiences that are known to perform well. Products like this mean theres no need for a cold start on Instagram, and advertisers can reach high-value audiences right from the outset.

In addition to the full power of Facebooks industry-leading targeting capabilities, other direct response innovations like clear call-to-action buttons on products including video and carousel ads make Instagram an increasingly attractive channel for performance marketers.

The opportunity to increase purchase rates, acquire high-value mobile app users, or quickly scale your business subscriber base is huge. Instagram now has the scale, audience, and ad features to become a powerful driver of growth for todays savviest advertisers. 7

Instagram ad types

Advertising Automation

For marketers who are well-versed with Facebooks direct response ad types, Instagrams offerings may seem familiar. While Instagram ads are backed by Facebooks robust targeting abilities, they also have unique specifications and requirements of their own.

To ensure youre choosing the best ad type for your direct response objective, well review the growing variety of options available on Instagram.8

Mobile app install adsDRIVE NEW USER ACQUISITION OR RE-ENGAGE EXISTING CUSTOMERS

CREATIVE TIPS AND TRICKS

Showcase in-app functionality

Feature the device on which your app is used

Highlight someone in your target audience engaging with your app

Leverage call-to-action buttons like Install Now or Play Game

Advertising Automation

Showcase in-app functionality, the device on which your app will be used, or someone from your target audience interacting with your app.

If your app has a recognizable character or some kind of win screenlike a bonus level or promo codeexperiment with featuring it in your ad creative. 9

Photo/link adsDRIVE SPECIFIC ACTIONS ON YOUR WEBSITE

CREATIVE TIPS AND TRICKS

Always test different imagery to discover strategies for driving your desired action

Dont forget the copy: Experiment with variations in your messaging

Consider including a visual or textual call-to-action in the image or ad copy

Advertising Automation

Test different copy variations to discover which words are driving site visits.

Then, further optimize copy based on whats performing best for your campaign objectives (e.g. member registrations, purchases, sign ups, and more). 10

Video adsTELL A STORY TO INSPIRE ACTION

CREATIVE TIPS AND TRICKS

Keep in mind videos will auto-play on most devices (depending on internet connectivity)

Sound is muted by default, so optimize your videos to convey value without sound

Make the first 3 seconds of your video as eye-catching as possible to capture viewers attention

Advertising Automation

By default, Instagram autoplays video ads with no audio, and automatically loops at the end of the video.

Make sure the first few seconds of your video include eye-catching visuals that will grab your audiences attention even without sound playing. 11

Carousel adsTELL A NARRATIVE STORY OR SHOWCASE MULTIPLE PRODUCTS

CREATIVE TIPS AND TRICKS

Use each progressive image or video to tell a compelling story

Choose a visually-appealing image or video for the first frame so viewers will scroll to see more

Advertising Automation

Tell a narrative story with each progressive image.

Be sure your first image is compelling enough to prompt your audience to engage and scroll to see whats next.

With a unique visual storytelling format, you can get creative to drive clicks to your website. 12

Creative best practices

Advertising Automation

Instagram is all about communicating visually, so its essential that your ad creative is eye-catching. Because users speak a visual language, its important to make sure that your ads adhere to creative best practices. Keep these six basic rules of thumb in mind as you create your Instagram ad campaigns.13

1. Lighting and detailMake sure images and video are high quality in order to fit in naturally with native imagery on Instagram

Avoid grainy or blurry creative

Choose natural lighting over harsh, artificial lighting

The more authentic your visuals, the better

Advertising Automation

1 LIGHTING AND DETAIL Make sure your Instagram images are high quality in order to fit in naturally with other photos on the platform.

Avoid grainy or blurry images.

When producing creative for your ads, choose natural lighting over harsh, artificial lighting.

The more authentic your image, the better.

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2. Classic compositionMakes ads more appealing by applying classic composition techniques like the Rule of Thirds, balance, leading lines, and creative framing

Keep images simple and compelling

Avoid distracting elements like borders or heavy photo filters

Advertising Automation

2 CLASSIC COMPOSITION Photo composition basics go a long way on Instagram.

Ads will be more appealing when you apply classic composition techniques such as the Rule of Thirds, balance, leading lines, and creative framing.

Let your creative stand on its own by keeping things simple.

Elements like borders or heavy photo filters can detract from your imagery, and subsequently distract viewers in your target audience. 15

3. Subtle brandingDont let your brand overshadow your content

If you include your logo, make sure its subtle

Try focusing on an iconic brand element or signature color for branding thats memorable, but not overpowering

Advertising Automation

3 SUBTLE BRANDING Dont let your brand overshadow your content.

If youre going to include your logo in your ad creative, do so subtly.

Otherwise, try focusing on an iconic brand element or signature color for memorable yet not overpowering branding. 16

4. Consistent visual messagingUse strong and consistent messaging across all your campaigns so customers will understand and remember your brand

Focus on a central idea that is conveyed in a storyline, a specific visual style, or a continuing theme

Make sure the ad imagery alone conveys your message so users can understand it even if they dont read the ad copy

Advertising Automation

4 CONSISTENT VISUAL MESSAGING Customers will understand and remember what your brand stands for when you use strong and consistent messaging across all your campaigns.

Focus on a central idea that is conveyed in a storyline, a specific visual style, or a continuing theme.

Make sure the image alone conveys this message so users can understand it even if they dont read the accompanying text. 17

5. Minimize textMake sure imagery is the main focus of your ad creative, not text

Try sharing the accompanying text in the ad caption instead of on the image itself

If you use text overlay in your photos, make sure it covers less than 20% of your image

Advertising Automation

5 MINIMAL TEXT Imagerynot textshould be the main focus of your ad creative.

If you use text overlay in your photos, make sure it covers less than 20% of your image.

Alternatively, try sharing the accompanying text in the ad caption instead of on the image itself. 18

5. Mobile optimizationInstagram ads are mobile-only, so design your creative with a smaller screen in mind

Ensure your landing pages are mobile optimized

Keep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design

Advertising Automation

6 MOBILE OPTIMIZATION Ads only appear in Instagrams native mobile apps on iOS and Android, where the overwhelming majority of users browse the site.

Since Instagram is an inherently mobile platform, its crucial that your ad creative is designed with smaller screens in mind.

Equally as important is that ads link to mobile optimized landing pages.

Dont forget to keep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design. 19

Scaling direct response success

Advertising Automation

Once you start achieving strong performancewhether thats increasing purchase rates, growing your apps install base, or driving high-quality leadsyoull need to know which tactics and targeting strategies work best. With that knowledge, you can replicate and scale your success in a much more sustainable way.

For digital marketing teams looking to power true business growth through Instagram, advertising automation software like Nanigans can be critical to their success. Here are just a few of the Nanigans tools and tips behind some of the best-performing direct response campaigns on Instagram.20

Advanced cohort analysisBreak up performance data into segmented cohorts, and then visualize patterns and opportunities across the customer lifecycle

Identify patterns behind your top performing ads and replicate those strategies to drive higher ROI at scale

Advertising Automation

COHORT ANALYSIS This powerful tool breaks up performance data of common characteristics or experiences into segmented cohorts, and then visualizes the data so you can easily identify patterns across the lifecycle of a customer.

By identifying top performing ads and deciphering what made them a success, you can replicate those attributes to ensure that your future ads drive similar results. 21

Automated, ROI-driven creative testingAutomatically create thousands of creative combinations and quickly test which perform best

Use automation to intelligently promote only the creative driving the highest ROI

Advertising Autom...

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