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INSTAGRAM ADS
Getting ready for sponsored posts
 The social media landscape is changing—
emerging platforms are maturing
 It’s no longer a straight choice
between Faceb...
 Launched in October 2010, Instagram has
quickly positioned itself as the leading
mobile app for photo and short-form
vid...
 Instagram began testing its ad
product, Sponsored Photos and Videos,
with brands including Adidas, Burberry, Levi’s,
Lex...
 Instagram is now the stand-out social
network when it comes to delivering
engagement, according to a recent report
by Fo...
 The time users spend there must also be
considered, so we have devised a more
accurate estimate of the true size of a
pl...
 Combining the two figures gives a true
reflection of the size of the active user
base and time spent on the site
 Using...
 Instagram is even more important on
mobile, takes second place at 1.3 times the
size of Twitter
 Facebook is seven time...
 In terms of eyeballs and ‘stickiness’,
Instagram is the second biggest
social network
 However, the size of the audienc...
USING INSTAGRAM EFFECTIVELY
 Advertising on Instagram isn’t like other
platforms
 All Instagram ads are promoted content
 To promote content, brand...
 Share authentic content—make it instantly
recognisable as your company’s account, using
pictures of both products and lo...
 Publish ‘behind the scenes’ images, events and
close ups of your products
 Some content will be ‘in the moment’ while
o...
 A recent study by TrackMaven of Fortune 500 brands
suggested that because Instagram's video service is
fairly new, photo...
 Make sure your content is interesting, attractive,
engaging, emotional and memorable
 Make content socially discoverabl...
PROMOTING CONTENT ON INSTAGRAM
 Facebook sees Instagram as its premium ad
product with monthly costs reportedly ranging
from $350k to close to $1million...
 Brands can convert a standard
Instagram post into a sponsored post
 The only difference is that the post has a
‘Sponsor...
 Ads are targeted based on a user’s activity on
Instagram (the people they follow and the
posts they like) and if a user’...
Results for initial tests with Ben & Jerry’s, Adidas, Burberry, Levis and Lexus in October 2012:
TEST RESULTS
PROMOTING CO...
 Ben & Jerry’s, it isn’t the biggest brand
on Instagram—ranked 90th in terms of
followers and use of its hashtag
 99% of...
 The same posts are often shared on
Facebook and Twitter, interspersed with
more aggressive promotional content
 Nearly ...
 Creatively, their sponsored content is similar
 For this campaign, each ad was only inserted into a
user’s feed once, m...
 Based on these figures for monthly costs, we can estimate
that if this kind of activity costs approximately $600,000
per...
 Ranked as the 115th largest brand on
Instagram, Levi’s has over 233,000
followers and is growing quickly
adding 20,000 f...
 Messaging is played fairly straight,
identifying the products using
hashtags
 Levi’s has just created a new Facebook pa...
 Promoted content follows Levi’s normal style of
post—this campaign had more of a theme,
featuring outdoor scenes, echoin...
THE VERDICT
 Instagram is growing fast and it has a highly engaged user base
 It’s different to Facebook and Twitter—both in the way...
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Getting ready for Instagram ads

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TBG's guide for brands looking to use Instagram ads

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Transcript of "Getting ready for Instagram ads"

  1. 1. INSTAGRAM ADS Getting ready for sponsored posts
  2. 2.  The social media landscape is changing— emerging platforms are maturing  It’s no longer a straight choice between Facebook and Twitter  It’s important for brands to prepare for the launch of new social ad platforms or they may be left behind WHY? INSTAGRAM © 2014 TBG | Pg 2info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  3. 3.  Launched in October 2010, Instagram has quickly positioned itself as the leading mobile app for photo and short-form video sharing  Users can edit and add filters to their photos or 15-second videos and share them with friends on the platform or post to other social networks  Facebook acquired Instagram in late 2012 for an eventual $715 million WHAT IS INSTAGRAM? INSTAGRAM © 2014 TBG | Pg 3info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  4. 4.  Instagram began testing its ad product, Sponsored Photos and Videos, with brands including Adidas, Burberry, Levi’s, Lexus and Ben & Jerry’s in October 2013  While ads are still a novelty, it appears that the visual nature of Instagram, combined with Facebook’s softly-softly approach to advertising, will pay off  Analysts predict a $340m profit for Instagram in 2014 SPONSORED POSTS INSTAGRAM © 2014 TBG | Pg 4info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  5. 5.  Instagram is now the stand-out social network when it comes to delivering engagement, according to a recent report by Forrester  In terms of MAUs, even if we use current growth rates to predict size in 2016, Instagram is behind Goole Plus, LinkedIn and Twitter  However, user numbers don’t tell the whole story HOW BIG IS INSTAGRAM (REALLY)? INSTAGRAM © 2014 TBG | Pg 5info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  6. 6.  The time users spend there must also be considered, so we have devised a more accurate estimate of the true size of a platform  A platform needs users to be a viable place for advertising, but high user numbers are useless if those users are in and out of the site in a few seconds  Conversely, a highly engaged user base spending hours at a time on a platform is also pointless if the user numbers are low MAN-HOURS INSTAGRAM © 2014 TBG | Pg 6info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Monthly active users Average monthly time spent on the platform X = Monthly man-hours spent on the platform
  7. 7.  Combining the two figures gives a true reflection of the size of the active user base and time spent on the site  Using man-hours as a guide, we can see that Instagram is actually much more important MAN-HOURS INSTAGRAM © 2014 TBG | Pg 7info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 A quadrillion is 1,000 billion, or a one with 15 zeros
  8. 8.  Instagram is even more important on mobile, takes second place at 1.3 times the size of Twitter  Facebook is seven times larger than Instagram on mobile, compared to nearly twelve times larger when we include all users MOBILE MAN-HOURS INSTAGRAM © 2014 TBG | Pg 8info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 A quadrillion is 1,000 billion, or a one with 15 zeros The time spent figures are all from a Nielsen report in May 2013, and the active user numbers are the most recent official figures for Facebook, Instagram and Twitter, all after May 2013
  9. 9.  In terms of eyeballs and ‘stickiness’, Instagram is the second biggest social network  However, the size of the audience and the time they spend on the platform isn’t the most important factor for marketing  Locating and engaging an audience size that’s of interest to a brand is crucial, as is measuring the influence generated by a brand’s activity on its business goals and KPIs HOW BIG IS INSTAGRAM? INSTAGRAM © 2014 TBG | Pg 9info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  10. 10. USING INSTAGRAM EFFECTIVELY
  11. 11.  Advertising on Instagram isn’t like other platforms  All Instagram ads are promoted content  To promote content, brands must have a successful existing Instagram account  If you are thinking about advertising on Instagram, it’s essential to get your account up and running as soon as possible GETTING STARTED USING INSTAGRAM EFFECTIVELY © 2014 TBG | Pg 11info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  12. 12.  Share authentic content—make it instantly recognisable as your company’s account, using pictures of both products and logos  There are no clickthroughs on Instagram post or ads so content must engage users within the platform  By adding a call to action, such as instructing followers to include the brand’s username or a branded hashtag in their photos, you can increase user engagement  Develop series of content streams and create a calendar around these streams CREATING CONTENT USING INSTAGRAM EFFECTIVELY © 2014 TBG | Pg 12info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  13. 13.  Publish ‘behind the scenes’ images, events and close ups of your products  Some content will be ‘in the moment’ while other images should be planned ahead  Engaging photo descriptions that describe the image and reflect your brand’s message, will increase interactions  Interact with your followers by following, reposting, and commenting on other people’s posts. Interact as a human being –interacting with ten specific photos taken by people in your target market is better than liking random images CREATING CONTENT USING INSTAGRAM EFFECTIVELY © 2014 TBG | Pg 13info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  14. 14.  A recent study by TrackMaven of Fortune 500 brands suggested that because Instagram's video service is fairly new, photos perform slightly better for brands versus video  On average, an Instagram video receives up to 24 interactions, compared to 37 for photos. However, Instagram videos can provide two advantages  Brands can distinguish themselves by producing a different mix of pictures and videos  At 15 seconds long and with the capability to upload videos that were not taken with the Instagram app, brands can leverage videos more by creating videos with high production values CREATING CONTENT USING INSTAGRAM EFFECTIVELY © 2014 TBG | Pg 14info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  15. 15.  Make sure your content is interesting, attractive, engaging, emotional and memorable  Make content socially discoverable by using multiple relevant hashtags  Data from TrackMaven shows that for bigger brands like Nike and Adidas, between four and 11 hashtags can increase interactions on Instagram to an average of 77 interactions per post  Connect your Instagram account with other social accounts. Many consumers discover branded Instagram posts when they are shared on the company’s other social channels like Facebook, Twitter or Tumblr CREATING CONTENT USING INSTAGRAM EFFECTIVELY © 2014 TBG | Pg 15info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  16. 16. PROMOTING CONTENT ON INSTAGRAM
  17. 17.  Facebook sees Instagram as its premium ad product with monthly costs reportedly ranging from $350k to close to $1million, so it’s not an option for all  Brands will also need a strong presence on Instagram before signing up for ads, which means users will only see ads that feel right for the platform  Instagram is also vetting the standard of ads, so artwork must be high quality—this ensures that the platform isn’t overloaded with ads ADVERTISING ON INSTAGRAM PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 17info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  18. 18.  Brands can convert a standard Instagram post into a sponsored post  The only difference is that the post has a ‘Sponsored’ flag at the top, and it can be targeted to certain users, rather than a brand’s usual followers  Users can also hide any sponsored posts from their feed and submit feedback THE ADS PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 18info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  19. 19.  Ads are targeted based on a user’s activity on Instagram (the people they follow and the posts they like) and if a user’s account is linked to Facebook, their Facebook interests and other basic profile information are used  Measurement focuses on reach, ad recall and awareness  Instagram’s ad product is for brand campaigns; there are no clickthroughs here TARGETING & MEASUREMENT PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 19info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  20. 20. Results for initial tests with Ben & Jerry’s, Adidas, Burberry, Levis and Lexus in October 2012: TEST RESULTS PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 20info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Ad Recall:  Across the four campaigns, there was a 32-point incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups Awareness:  Across the four campaigns, there was a ten-point incremental lift in brand message awareness per campaign for people who were repeatedly exposed to a particular campaign versus control groups  In particular, 17 percent of people who saw a single ad for Ben & Jerry’s Scotchy Scotch Scotch-flavoured ice cream not only became aware of the new flavour, they also associated it with the brand Reach:  All four initial ad campaigns measured were successful at delivering the broad reach our advertisers were seeking  The marketers achieved a high impact with a very low average frequency of ad impressions per user  Levi’s reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34  Ben & Jerry’s reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35
  21. 21.  Ben & Jerry’s, it isn’t the biggest brand on Instagram—ranked 90th in terms of followers and use of its hashtag  99% of its non-sponsored posts feature a packshot, and a short witty comment CASE STUDY: BEN & JERRY’S PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 21info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  22. 22.  The same posts are often shared on Facebook and Twitter, interspersed with more aggressive promotional content  Nearly all its Instagram posts record something between 20,000 and 30,000 likes  In terms of organic engagement, Instagram is well ahead of Facebook for Ben & Jerry’s CASE STUDY: BEN & JERRY’S—ORGANIC CONTENT PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 22info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 the Facebook post generated 2,345 likes, 107 shares and 193 comments from a potential audience of 7.4 million Facebook fans The Instagram post generated 22,300 likes and 20 comments from a potential audience of 391,000 followers
  23. 23.  Creatively, their sponsored content is similar  For this campaign, each ad was only inserted into a user’s feed once, meaning no repetition, a major annoyance on other platforms  On average, each targeted user was exposed to three different ads during the campaign (full case study here)  In an eight-day period they were able to reach 9.8 million users, 25 times their usual reach and 5% of the entire Instagram user base CASE STUDY: BEN & JERRY’S—SPONSORED CONTENT PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 23info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  24. 24.  Based on these figures for monthly costs, we can estimate that if this kind of activity costs approximately $600,000 per month, an eight-day run would be around $160,000  A reach of 9.8m users at an average of three impressions is 29.4m exposures, giving us a CPM of $5.44  This might be seen as expensive compared to Facebook’s Q4 2013 CPM of $1.09, and Twitter’s CPM of $3.50 (this figure has been reported for around two years as Twitter doesn’t really work on CPMs), but it’s less than the $7.60 average CPM on YouTube CASE STUDY: BEN & JERRY’S—ESTIMATED COSTS PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 24info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  25. 25.  Ranked as the 115th largest brand on Instagram, Levi’s has over 233,000 followers and is growing quickly adding 20,000 followers per month  Levi’s posts are very fashion and product-led, featuring models and jeans  Recent images focus heavily on the cut down jean shorts trend for women and denim shirts and jackets for men CASE STUDY: LEVI’S PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 25info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
  26. 26.  Messaging is played fairly straight, identifying the products using hashtags  Levi’s has just created a new Facebook page so we can’t compare posts  On Twitter, most of the images posted are the same as on Instagram, with slightly different text  Engagement was much higher on Instagram from an audience half the size CASE STUDY: LEVI’S—ORGANIC CONTENT PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 26info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Instagram generated 4,356 likes from 233,000 followers Twitter generated 28 retweets and 54 favourites from 458,000 followers
  27. 27.  Promoted content follows Levi’s normal style of post—this campaign had more of a theme, featuring outdoor scenes, echoing the kind of images Instagram users would post  The campaign ran over a week in November targeting US adults aged 34 and under  Results were just as impressive as Ben & Jerry’s with the campaign reaching 7.4 million United States consumers and achieving an ad recall lift of 24% versus the control group CASE STUDY: LEVI’S—SPONSORED CONTENT PROMOTING CONTENT ON INSTAGRAM © 2014 TBG | Pg 27info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Julie Channing, Levi's director of digital said, “Not only were we able to reach a large audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way.”
  28. 28. THE VERDICT
  29. 29.  Instagram is growing fast and it has a highly engaged user base  It’s different to Facebook and Twitter—both in the way brands must approach the platform and the way that its users consume branded content  It’s still very early for Instagram ads, but so far, the results look promising  Brands are routinely seeing engagement rates for non-promoted Instagram content that dwarfs the engagement levels seen Facebook and Twitter  It is our strong recommendation that brands set up and develop an Instagram following. Then, when sponsored content becomes available to all, brand’s with an established account will be poised to take advantage.  To discuss how your brand can leverage Instagram, get in touch with TBG. CONCLUSION THE VERDICT © 2014 TBG | Pg 29info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875
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