Session Title: The Most Valuable Impression on the Web (Instagram Stories) Session Description: The only constant in our industry is change, and what I have seen change more than anything is our consumption of media specifically on mobile within platforms. In our session, we will explore organic and paid strategies as well as case studies via PowerBI dashboards custom-built for the Utah DMC. Moreover, we will take a look at creative, primarily vertical and similar to previous presentations we will compare, contrast, and evaluate data insights that uncover a story about human behavior. Session takeaways: Organic & Paid Instagram Strategies & Implementation A deeper understanding of the value of Instagram and capability for building a brand Audience development & retargeting strategies

1. 1Slide /
The Most
Valuable
Impression
on the Web
IG Stories
Intro. Why Stories?
Strategies & Tactics

2. 2Slide /
Investments
Paying Off
$100B
$300M in cash
and $700M in
Stock – 4/9/2012
-bloomberg
$75B
$1.65B in
Stock
10/9/2006
-Looxcie

3. 3Slide /
Instagram Platform Timeline
IGTV & Shopping
Stories
Video
Instagram
“The story format will
surpass the feed in
2019 and become the
main format of content
creation and
communication within
social media
platforms”
Chris Cox, Chief Product
Officer (Facebook)

4. 4Slide /
YouTube
investing
into vertical
engagement
and ads
YouTube Vertical Video
Ad
YouTube Feed
Engagement
YouTube
Stories

5. 5Slide /
https://buffer.com/resources/instagram-stories-research
https://en.wikipedia.org/wiki/Facebook#/media/File:Facebook_popularity.PNG
FB Marketplace
FB Watch
FB Live (Horiz.)
FB Gaming
FB Paper & Poke*
FB Slingshot*
Oculus
IG TV (Vert.)
IG Shopping

6. CREATIVE
& ENGAGEMENTvariable.media

7. 7Slide /
90%
83%
Smartphone users hold their phones
vertically most of the time
Mobile users don’t
turn their phones
to watch videos
Vertical Video
Source: [1] MOVR Mobile Overview Report, Q2 2017 [2] MOVR Mobile Overview Report, 2018
Download: https://www.scientiamobile.com/wp-content/uploads/2018/08/MOVR-2018-Q2-final.pdf

8. 8Slide /
:00
:03
:15
Bring Brand
in Early
1:20
Less time means
more relevancy.
Ads with sound
showed significantly
higher engagement.
:30
:45
:60
Max Video
Length
Image
Native
Carousel
Video
Expandable
Carousel
IG Story
Placement
Timeline

9. 9Slide /
Native
• Play 3 cards automatically without prompting
viewers for an action.
Expandable
• Display up to 10 cards.
• The first card is displayed to people with a
CTA to "Keep Watching".
• Once a viewer clicks the CTA, the remaining
cards will unfold.
IG Carousel Comparison
Native Expandable

10. 10Slide /
Golden Coil – The New Review
• Audio from the beginning
• Quick cuts from the start
• Multi-video (longer than 15 seconds)
• Logo – On Product
Chanel – Thump Stopper
• Quick cuts from the start
• Background IG Feature
• IG Boomerang | Stop Motion
• IG Face Filters
• Logo – Branding
Play GC Review Video

11. 11Slide /
IG Story Video Engagement Examples
Progress Bar Location Tags Pause To... Swipe Up

12. ENGAGEMENT
& RETARGETINGvariable.media

13. 13Slide /
Engagement Retargeting (Instagram)

14. 14Slide /
Engagement Retargeting
(IG Story Ads)
1
23
Minimum
1. Profile Visit > Website CTA (New!)
2. Direct Message (Share)
3. Website CTA (Learn More)
Additional
• Carousel Swipes (native, expandable)
• Video Views (3 seconds, 50%, 95%, etc)
• Polls

15. PRICING
& SCALEvariable.media

16. 16Slide /
Organic Scale Research by Buffer.com
Stories dominate the News Feed
from a content consumption
standpoint.
https://buffer.com/resources/instagram-stories-research
Research shows Stories posting
length has a positive correlation with
reach and impressions

17. 17Slide /
AdStage Q2 2019 Platform Pricing Comparison
https://www.adstage.io/resources/adstage-benchmark-reports/
Placement CPC CPM CTR
Facebook Audience Network $0.62 $7.84 1.2%
Facebook Marketplace $0.57 $3.39 0.6%
Facebook Messenger $1.04 $7.15 0.7%
Facebook News Feed $0.64 $7.77 1.2%
Facebook Right Rail $2.15 $2.28 0.1%
Instagram Feed $0.67 $6.09 0.9%
Instagram Stories $0.76 $3.96 0.5%
Google Ads Display Network $0.35 $2.39 0.6%
Google Ads Search $1.42 $41.10 2.9%
Google Ads YouTube $2.33 $8.00 0.4%
LinkedIn LinkedIn $4.19 $8.45 0.2%
Microsoft Microsoft $1.56 $53.40 3.3%
Twitter Twitter $0.33 $4.97 1.6%
Stories > YouTube TrueView
• Full Screen Experience (guaranteed)
• No distraction
• Multiple ad units for variation testing
• Reach, Engagement, & Click Volume
• Audience Targeting
• Attribution

18. 18Slide /
AdStage Q2 2019 CPM Pricing Comparison
$6.09
$7.77
$3.96
$7.15
$8.00
$4.97
$0 $2 $4 $6 $8 $10
CPM
IG Feed FB Feed IG Stories Messenger YouTube Twitter
Why Stories > Newsfeed
• Reach & Impression Volume
• Cost efficiency
• Audience targeting & development
• 2x to 4x lower CPCs & CPMs than
Newsfeed (IMO)
https://www.adstage.io/resources/adstage-benchmark-reports/

19. 19Slide /
“Advertisers must rethink
their message not as a
headline, body text, and link,
but as a background,
overlays, and a feeling that
lingers even if viewers don’t
click through”
TechCrunch’s -Josh Constine

20. Instagram Strategies
variable.media

21. 21Slide /
4 Pillars of Instagram
Newsfeed: 1 Min Max
Newsfeed – Consistency
IGTV – Longform Creativity
Stories – Frequency
IG Live – Connection
IGTV: 10min or 1hour
Stories: 15sec/slide
IG Live: 1hour

22. 22Slide /
Awareness
Consideration
Transaction
Retention
Customer Journey Map
Go Deeper
Shopping
Lead Ads
Instant Experiences (Collection Ad)
Re-Post (Feed)
Live
Inspire Action
Feed and Stores
Dynamic ads
Buttons (Call To Action)
Checkout & Retargeting
Strengthen Your
Connections
Stories
Re-Post (Highlights)
IGTV
Product Tagging
Build Your Brand
Profile
Feed & Stories
Explore Page (New)
Branded Content

23. 23Slide /
IG Story Content Types - Tagging
Product
Stickers for products are allowed where users can tap and learn
more as well as make a purchase. Multiple, ok.
Poll, Question, Quiz
Garner feedback and response with engage with
curiosity while adding to your engagement retargeting
Hash & Location tag
clickable tag that takes users to relevant hashtag
page. Also allows users to find you organically.
Repost
Share your own content from your page (highlights), posts in the
newsfeed, or fan and category content.
Selfie & Music
tap the sticker that shows your profile picture and add
your photo as a sticker. Also leveraging music &
captions leads to longer watch time.

24. 24Slide /
Focus
Portraits, blurred background
Text Type
Text based only posts with colorful
background
Super Zoom
Dramatically zoom in on product or subject providing
a paparazzi or surprise effect
Rewind
Record video that will play back in reverse
Live
In the moment live stream with audience who can
comment. Will live as a story for 24hrs. afterwards
Boomerang
1 second looping videos
IG Story Besides Video & Photo
Hands-free
Record video without having to hold down record button

25. 25Slide /

26. 26Slide /
Instagram Explorer Page Ad
https://www.linkedin.com/in/stevenjohns1/

27. 27Slide /
The Facebook Boost in 2012
What Happened?
• Posts Garnered more
social proof (non-organic)
• Target posts to custom
audiences
• A stronger focus on your
page look & feel, and
volume

28. 28Slide /
The Instagram Boost in 2019
The Good
• Increase organic post social proof
from ads manager
• Target organic posts to custom
audiences
• Look-Alikes
• Retargeting & CRM
The Interesting
• Where are the stories?
• Was it organic or was it paid?

29. 29Slide /
01
Engagement
is the new
currency
02
Vertical format
will continue
to develop
03
Organic
Social is more
important than
ever before
04
Re-think our
creative for
the
impression
vs. the click
through
In Closing… 4 Points on Stories

30. 30Slide /

31. Thank You!
Questions?variable.media