The Power of Being an Instagram Early Adopter

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Ben Harper

The slides delivered by Ben Harper at the PPC Masters event in Berlin, February 2016.

Business

INSTAGRAM ADVERTISING: THE POWER OF BEING AN EARLY ADOPTER

datify.co.uk | info@datify.co.uk | 01733 667110
A PICTURE TELLS ATHOUSAND WORDS
2

datify.co.uk | info@datify.co.uk | 01733 667110
A PICTURE TELLS ATHOUSAND WORDS
3

datify.co.uk | info@datify.co.uk | 01733 667110
THAT’S WHERE INSTAGRAM COMES IN
4

datify.co.uk | info@datify.co.uk | 01733 667110
INSTAGRAM ADS!
5

datify.co.uk | info@datify.co.uk | 01733 667110
TARGETABLE INSTAGRAM AUDIENCE (IN MILLIONS)
6
0
5
10
15
20
25
30
35
USA UK Italy Spain Germany France Netherlands Poland Switzerland Austria

datify.co.uk | info@datify.co.uk | 01733 667110
WHO AM I?
7
BEN HARPER, CO-FOUNDER, DATIFY
@benharper87
datify.co.ukben@datify.co.uk
01733 667110

datify.co.uk | info@datify.co.uk | 01733 667110
THE TEAM
BEN HARPER
8
ADAM MASON DEAN LYNN LIZZIE BENTON
AMY BULL LUCY STEVENS JOE FLETCHER WILL BALLANTINE

datify.co.uk | info@datify.co.uk | 01733 667110
WELCOME TO INSTAGRAM ADS
9
WELCOME TO INSTAGRAM ADS

datify.co.uk | info@datify.co.uk | 01733 667110
AD FORMATS
10

datify.co.uk | info@datify.co.uk | 01733 667110
CAMPAIGN GOALTYPES
11
CLICKS TO WEBSITE
WEBSITE CONVERSIONS
MASS AWARENESS
POST ENGAGEMENT
VIDEO VIEWS
REACH & FREQUENCY
APP ENGAGEMENT
APP INSTALLS

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TARGETING OPTIONS
12

datify.co.uk | info@datify.co.uk | 01733 667110
BEING AN EARLYADOPTER
13
BEING AN EARLY ADOPTER

datify.co.uk | info@datify.co.uk | 01733 667110
PROS AND CONS
14
•LESS COMPETITION
•LOWER CPC
•HIGHER ROI
•LEARNINGS MAY NOT APPLY AS PLATFORM CHANGES
•RISKY INVESTMENT
PROS CONS

datify.co.uk | info@datify.co.uk | 01733 667110
PROS AND CONS
15
•LESS COMPETITION
PROS
•LOWER CPC
•HIGHER ROI

datify.co.uk | info@datify.co.uk | 01733 667110
PROS AND CONS
16
PROS
•LESS COMPETITION
•LOWER CPC
•HIGHER ROI

datify.co.uk | info@datify.co.uk | 01733 667110
PROS AND CONS
17
PROS
•LESS COMPETITION
•LOWER CPC
•HIGHER ROI

datify.co.uk | info@datify.co.uk | 01733 667110
BUTTHERE ARE RISKS
18

datify.co.uk | info@datify.co.uk | 01733 667110
RESULTS SO FAR
19
RESULTS SO FAR

datify.co.uk | info@datify.co.uk | 01733 667110
TOP LEVEL RESULTS
Averages as compared to Facebook ad placements
4% HIGHER AOV17% LOWER REACH22% LOWER CPA24% LOWER CPC
20

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
21

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
22
25% LOWER
CPC

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
23
25% LOWER
CPC
31% LOWER
CPA

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
24
6P PER VIDEO VIEW

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
25
6P PER VIDEO VIEW
12P PER VIDEO VIEW

datify.co.uk | info@datify.co.uk | 01733 667110
PARTICULAR CAMPAIGN RESULTS
26
6P PER VIDEO VIEW
12P PER VIDEO VIEW
2P PER VIDEO VIEW

datify.co.uk | info@datify.co.uk | 01733 667110
KEYTIPS FOR SUCCESS
27
KEYTIPS FOR SUCCESS

datify.co.uk | info@datify.co.uk | 01733 667110
IGNORE FACEBOOK!
28

datify.co.uk | info@datify.co.uk | 01733 667110
IGNORE FACEBOOK!
29
1.59BN USERS
400M USERS

datify.co.uk | info@datify.co.uk | 01733 667110
IGNORE FACEBOOK!
30
1.59BN USERS
400M USERS
0%
5%
10%
15%
20%
25%
30%
35%
40%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Facebook Instagram

datify.co.uk | info@datify.co.uk | 01733 667110
POWER EDITOR
31

datify.co.uk | info@datify.co.uk | 01733 667110
POWER EDITOR
32

datify.co.uk | info@datify.co.uk | 01733 667110
STANDARD INSTAGRAM CONTENT ISN’TACCEPTED
33

datify.co.uk | info@datify.co.uk | 01733 667110
TRACKING
34

datify.co.uk | info@datify.co.uk | 01733 667110
CALLTO ACTION IS KEY
35

datify.co.uk | info@datify.co.uk | 01733 667110
TARGETING IS EVERYTHING
36

datify.co.uk | info@datify.co.uk | 01733 667110
FACEBOOK AUDIENCE INSIGHTS
37

datify.co.uk | info@datify.co.uk | 01733 667110
TARGETING IS EVERYTHING
38

datify.co.uk | info@datify.co.uk | 01733 667110
KEYTAKEAWAYS
39
•IF YOU HAVEN’TYET - NOW IS THE TIME TO TRY INSTAGRAM ADS
•TAKE CONTROL OF THE PAID ELEMENT OF YOUR SOCIAL MEDIA
•BEING AN EARLY ADOPTER CAN GIVE GREAT BENEFITS, BUTTHERE ARE RISKS
•WHEN ADVERTISING ON INSTAGRAM THE TARGETING IS KEY
•DON’T LISTEN TO FACEBOOK - THEY JUST WANTTHE €€€’S

datify.co.uk | info@datify.co.uk | 01733 667110 40
@datifyuk
facebook.com/datify
datify.co.uk
info@datify.co.uk
01733 667110
Datify, 28a Tesla Court, Innovation Way
Peterborough, PE2 6FL, 01733 667110
We look forward to working with you!
CONTACT US

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The Power of Being an Instagram Early Adopter

1. INSTAGRAM ADVERTISING: THE POWER OF BEING AN EARLY ADOPTER

2. datify.co.uk | info@datify.co.uk | 01733 667110 A PICTURE TELLS ATHOUSAND WORDS 2

3. datify.co.uk | info@datify.co.uk | 01733 667110 A PICTURE TELLS ATHOUSAND WORDS 3

4. datify.co.uk | info@datify.co.uk | 01733 667110 THAT’S WHERE INSTAGRAM COMES IN 4

5. datify.co.uk | info@datify.co.uk | 01733 667110 INSTAGRAM ADS! 5

6. datify.co.uk | info@datify.co.uk | 01733 667110 TARGETABLE INSTAGRAM AUDIENCE (IN MILLIONS) 6 0 5 10 15 20 25 30 35 USA UK Italy Spain Germany France Netherlands Poland Switzerland Austria

7. datify.co.uk | info@datify.co.uk | 01733 667110 WHO AM I? 7 BEN HARPER, CO-FOUNDER, DATIFY @benharper87 datify.co.ukben@datify.co.uk 01733 667110

8. datify.co.uk | info@datify.co.uk | 01733 667110 THE TEAM BEN HARPER 8 ADAM MASON DEAN LYNN LIZZIE BENTON AMY BULL LUCY STEVENS JOE FLETCHER WILL BALLANTINE

9. datify.co.uk | info@datify.co.uk | 01733 667110 WELCOME TO INSTAGRAM ADS 9 WELCOME TO INSTAGRAM ADS

10. datify.co.uk | info@datify.co.uk | 01733 667110 AD FORMATS 10

11. datify.co.uk | info@datify.co.uk | 01733 667110 CAMPAIGN GOALTYPES 11 CLICKS TO WEBSITE WEBSITE CONVERSIONS MASS AWARENESS POST ENGAGEMENT VIDEO VIEWS REACH & FREQUENCY APP ENGAGEMENT APP INSTALLS

12. datify.co.uk | info@datify.co.uk | 01733 667110 TARGETING OPTIONS 12

13. datify.co.uk | info@datify.co.uk | 01733 667110 BEING AN EARLYADOPTER 13 BEING AN EARLY ADOPTER

14. datify.co.uk | info@datify.co.uk | 01733 667110 PROS AND CONS 14 •LESS COMPETITION •LOWER CPC •HIGHER ROI •LEARNINGS MAY NOT APPLY AS PLATFORM CHANGES •RISKY INVESTMENT PROS CONS

15. datify.co.uk | info@datify.co.uk | 01733 667110 PROS AND CONS 15 •LESS COMPETITION PROS •LOWER CPC •HIGHER ROI

16. datify.co.uk | info@datify.co.uk | 01733 667110 PROS AND CONS 16 PROS •LESS COMPETITION •LOWER CPC •HIGHER ROI

17. datify.co.uk | info@datify.co.uk | 01733 667110 PROS AND CONS 17 PROS •LESS COMPETITION •LOWER CPC •HIGHER ROI

18. datify.co.uk | info@datify.co.uk | 01733 667110 BUTTHERE ARE RISKS 18

19. datify.co.uk | info@datify.co.uk | 01733 667110 RESULTS SO FAR 19 RESULTS SO FAR

20. datify.co.uk | info@datify.co.uk | 01733 667110 TOP LEVEL RESULTS Averages as compared to Facebook ad placements 4% HIGHER AOV17% LOWER REACH22% LOWER CPA24% LOWER CPC 20

21. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 21

22. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 22 25% LOWER CPC

23. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 23 25% LOWER CPC 31% LOWER CPA

24. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 24 6P PER VIDEO VIEW

25. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 25 6P PER VIDEO VIEW 12P PER VIDEO VIEW

26. datify.co.uk | info@datify.co.uk | 01733 667110 PARTICULAR CAMPAIGN RESULTS 26 6P PER VIDEO VIEW 12P PER VIDEO VIEW 2P PER VIDEO VIEW

27. datify.co.uk | info@datify.co.uk | 01733 667110 KEYTIPS FOR SUCCESS 27 KEYTIPS FOR SUCCESS

28. datify.co.uk | info@datify.co.uk | 01733 667110 IGNORE FACEBOOK! 28

29. datify.co.uk | info@datify.co.uk | 01733 667110 IGNORE FACEBOOK! 29 1.59BN USERS 400M USERS

30. datify.co.uk | info@datify.co.uk | 01733 667110 IGNORE FACEBOOK! 30 1.59BN USERS 400M USERS 0% 5% 10% 15% 20% 25% 30% 35% 40% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Facebook Instagram

31. datify.co.uk | info@datify.co.uk | 01733 667110 POWER EDITOR 31

32. datify.co.uk | info@datify.co.uk | 01733 667110 POWER EDITOR 32

33. datify.co.uk | info@datify.co.uk | 01733 667110 STANDARD INSTAGRAM CONTENT ISN’TACCEPTED 33

34. datify.co.uk | info@datify.co.uk | 01733 667110 TRACKING 34

35. datify.co.uk | info@datify.co.uk | 01733 667110 CALLTO ACTION IS KEY 35

36. datify.co.uk | info@datify.co.uk | 01733 667110 TARGETING IS EVERYTHING 36

37. datify.co.uk | info@datify.co.uk | 01733 667110 FACEBOOK AUDIENCE INSIGHTS 37

38. datify.co.uk | info@datify.co.uk | 01733 667110 TARGETING IS EVERYTHING 38

39. datify.co.uk | info@datify.co.uk | 01733 667110 KEYTAKEAWAYS 39 •IF YOU HAVEN’TYET - NOW IS THE TIME TO TRY INSTAGRAM ADS •TAKE CONTROL OF THE PAID ELEMENT OF YOUR SOCIAL MEDIA •BEING AN EARLY ADOPTER CAN GIVE GREAT BENEFITS, BUTTHERE ARE RISKS •WHEN ADVERTISING ON INSTAGRAM THE TARGETING IS KEY •DON’T LISTEN TO FACEBOOK - THEY JUST WANTTHE €€€’S

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The Power of Being an Instagram Early Adopter

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