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Instagram Marketing in 2017: Running Successful Paid and Organic Campaigns


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Join Kirby Anderson, Product Specialist, Solutions at AdRoll, and Blaise Lucey, Director of Product and Content Marketing at Bitly, as they discuss how your business can make the most out of organic and paid advertising on Instagram.

Published in: Social Media
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Instagram Marketing in 2017: Running Successful Paid and Organic Campaigns

  1. 1. + INSTAGRAM MARKETING IN 2017 February 28th, 2017
  2. 2. About the Companies Bitly’s link management platform helps the world’s leading brands deliver and measure their efforts across all marketing channels. Through the power of the link, Bitly connects customers to the best digital experience possible, harnessing functionality like branded short links, mobile deep linking and omnichannel analytics to provide a complete marketing solution that drives customer experience. AdRoll is a leading performance marketing platform with over 25,000 clients worldwide. Its suite of high- performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world's largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles.
  3. 3. Blaise Lucey Director of Product & Content Marketing - Bitly Kirby Anderson Product Specialist, Solutions - AdRoll About the Speakers
  4. 4. BITLY INTRO SLIDE DESCRIPTION HERE What does Instagram look like in 2017? A whole lot of video.
  5. 5. Video ● 60 Second Clips ● View Counts ● Channels ● Live Stream ● Instagram Stories ● Stickers Platform ● Algorithm Changes ● New UI ● “Save” posts eCommerce ● Buy Buttons ● “Shop Now” Features Instagram’s Busy 2016 Media ● Pinch & Zoom ● Instagram Galleries
  6. 6. Users ● 600m active ● 80% outside the US ● 31% of American females (Pew) ● 24% of American males (Pew) Quick Facts
  7. 7. Interest in Instagram keeps growing...
  8. 8. ...and growing...
  9. 9. ...but so does the competition.
  10. 10. ENGAGEMENT 101 Making Compelling, Searchable Instagram Content
  11. 11. #1 Post Consistently
  12. 12. #1 Post Consistently
  13. 13. #2 Use Hashtags
  14. 14. #2 Use Hashtags +12.6% engagement on average +88% brands use hashtags Source: Simply Measured
  15. 15. #3 Interact
  16. 16. #3 Interact Source: Simply Measured
  17. 17. #4 Influencers
  18. 18. #4 Influencers Source: Simply Measured
  19. 19. #5 Video
  20. 20. #5 Video
  21. 21. Tracking Success
  22. 22. Mashable Goal: Figure out how often stories are being clicked from Instagram
  23. 23. Mashable Goal: Figure out how often stories are being clicked from Instagram
  24. 24. Vissla Goal: Cross-channel tracking to compare different investments
  25. 25. Vissla Goal: Figure out how often stories are being clicked from Instagram
  26. 26. HP Goal: Gauge influencer spend and ROI
  27. 27. HP Goal: How much traffic is being driven by influencers
  28. 28. The Advantages of Facebook and Instagram Campaigns
  29. 29. Native ads match the form and function of the platform upon which they appear. Native Inventory
  30. 30. Moving Past the Limitations of Organic Posts Reach over 500M, highly- engaged global users. *Instagram users contribute 95 million photos and over 4.2 billion likes per day.
  31. 31. source: Dynamic Product Ads
  32. 32. Facebook targeting
  33. 33. Drive traffic from the feed Canvas | LeoCanvas | Leo
  34. 34. #instamarketing 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
  35. 35. A Full-Funnel Approach to Social Media Marketing
  36. 36. An Introduction to Cross-Device
  37. 37. 60% of adults use at least 2 devices a day. Mobile apps account for 52% of all time spent on digital media. 32% of those who see a mobile ad and eventually convert, do so on a different device. Why is expanding your marketing to multiple devices so important? On the Web:
  38. 38. A full-funnel approach to marketing Reach prospects across all devices and channels More freedom to adjust your campaigns to more effectively reach your customers. Each state of the funnel has specific objectives that marketers should aim to hit.
  39. 39. Top of the Funnel Marketing: The Attraction Phase Attract new customers that act like your existing user base. Prospecting and CRM data. KPIs At this stage: • Quality of new visitors • CPA • Number of conversions • Lift on retargeting
  40. 40. Middle-funnel Marketing: Conversion Convert your prospective customers into paying accounts. Products: KPIs At this stage: • ROI • CPA • Number of closed deals • VTC
  41. 41. Lower-funnel Marketing: Grow your Accounts Convert your prospective customers into paying accounts. Products: KPIs At this stage: • ROI • CPA • LTV • VTC
  42. 42. CASE STUDY
  43. 43. The Los Angeles Marathon — Instagram Goal: AdRoll needed to keep pace with Los Angeles Marathon’s goal to reach new runners, re- engage past runners, and grow the race by up to 10% year over year.
  44. 44. Results Los Angeles Marathon’s retargeting campaigns broke all the records: they drove thousands of conversions and earned over half a million dollars in attributed revenue. They had over 3,500 registrations and a CPA of just $6.18 Their return on investment was over 30x The Los Angeles Marathon — Instagram
  45. 45. RECAP
  46. 46. Leo Daypack | Commuter Your 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
  47. 47. Instagram account username (handle) & password Partner’s Business ID How to get started? If working with a partner
  48. 48. Q&A
  49. 49. Learn More About: Want to learn more about Bitly OneView? Visit Want to learn more about AdRoll’s Instagram integration? Visit: