5. WHO’S ON
INSTAGRAM?
of men are ages 18 to 34
of are women55%
of women are ages 18 to
3464%
70%
Source: Instagram internal data, April 2016.
6. MILLENNIALS ARE ON INSTAGRAM
EVERYDAY
Source: 1. Nielsen Custom DAR Study September 2016, Nielsen Mobile Netview August 2016 of US daily smartphone users age 18-24. 2. Instagram Internal Data, May-June 2016 of
users 18-34. 3. “US Millennials” by **IPSOS (a Facebook-commissioned online study of self-identified millennial parents ages 18-34), US, Sep-Oct 2015.
13xvisit Instagram 13x daily2
68%of millennial moms visit daily3
69%of young millennials are on
Instagram daily1
7. MORE OPPORTUNITIES TO REACH YOUR
CONSUMERS
Source: Nielsen Mobile Netview, US, March 2016
1 in 5 mobile minutes
9. A PLACE FOR
BUSINESSES
of people learn about
products and services on
Instagram
60%
of people take action after
being inspired by a post75%
Source: Instagram user survey, November 2015.
10. SOLUTIONS THAT INSPIRE ACTION
PHOTO VIDEO CAROUSEL
With link
Square, vertical
and landscape
With link
Square, vertical
and landscape
Up to 60 seconds
Showcase multiple
products
Video available for
Carousel
AVAILABLE
OBJECTIVES
Website clicks & conversions
Mobile app installs & engagement
includes deep linking
Product catalog sales
website and mobile app
11. ACTIONS LEAD TO RESULTS
Source: Instagram analysis of lift tests across 26 campaigns between August 2015 and May 2016. Verticals included: retail, e-commerce, entertainment, travel
and restaurants. Regions included: EMEA, North America, LATAM and APAC with a focus on North America. 70% based on 39 reported results, 78% based on
9 reported results, 58% based on 19 reported results.
70%Of direct response
campaigns saw a lift
in actions
78%Of mobile app install
campaigns saw a lift
in installs
58%Of website conversion
campaigns saw a lift
in online sales
12. DRIVING PERFORMANCE IN THREE KEY
AREAS
More high intent
clicks
More conversions More attribution
13. PEOPLE ARE DRAWN TO AND MOVED BY
IMAGERY
SUGGESTED /
PROMOTED
BRANDING
AD TEXT
66%
13%
1.76x
56%
16.5%
2.5x
20%
1.7%
0.27x
AD IMAGE
83%
61.6%
8.37x
83% of people looked at the image of the ad
61.6% of their time in the ad unit
was spent looking at the image
They fixed 8.37 times on average
Source: “Instagram Biometrics” (Facebook commissioned study of 100 people ages 18-65 in the US), Sep 2016.
14. ENHANCED CALL TO ACTION BUTTON ON
INSTAGRAM LINK ADS
Instagram link ads with call-to-action buttons are uniquely optimized to drive advertiser performance given the community experience.
Update to
Video Link Ad
Enhanced Link Ad
15. MORE CONVERSIONS
Dynamic ads on instagram
Automatically promote relevant products
to shoppers who have browsed your
website or mobile app
HIGHLY
RELEVA
NT
SCALED
SOLUTIO
N
ALWAYS
ON
17. L E A D G E N E R A T I O N
Dynamic Ads for
Real Estate
Automatically promote your real
estate listings across Facebook,
Instagram and Audience Network
Scale: Promote all of your inventory with
unique creative without having to configure
each individual ad.
Always-on: Set up your campaigns once to
continually reach people with the right listings
at the right time.
Cross-device: Reach people with ads on
any device they use, regardless of their
original touchpoint.
Dynamically relevant: Show relevant ads
for listings people are likely interested in.
The power of dynamic ads
for real estate
18. Agents
Brokerages
Listing Sites
Real Estate Solutions by Segment
• Dynamic Ads for real estate
• Lead Ads
• Website conversion / traffic
• App installs
• Dynamic Ads for real estate
• Lead Ads
• Website conversion / traffic
• Lead Ads
• Website conversion / traffic
• Video views
20. GETTING STARTED IS EASY
or use your Facebook
Page to advertise on
Instagram
Link your instagram
account
Include
instagram
Consider your
objective
in your new and existing
Facebook ad sets or
explore Instagram as a
standalone solution
and apply best practices
accordingly
21. TARGETING AND BIDDING FOR DELIVERY
AND SCALE
in Power Editor to
understand scale of
targeted audience
Look at estimated
audience and
delivery size
Broaden targeting Optimize for your
ultimate objective
targeting as much as
possible to let the system
learn, refine targeting as
necessary to drive
additional performance
for your ultimate objective
(conversions over clicks)
and bid true value
22. CREATING FOR INSTAGRAM
to funnel stage
Align call
to action
Provide
informational
reward,
Leverage strong
creative
noticeability and
product focus
from other channels
Instagram is a place of discovery and inspiration. A place where people come across new places, new people, new trends and new products.
Instagram is the fastest-growing social network according to eMarketer (US, March 2015) and one of the fastest growing mobile ad platforms ever. Only a handful of apps have reached this level – with now over 700 million Instagrammers on the platform each month. The last 100 million Instagrammers joined in just the past six months!
For more information on the latest country level MAU information, please visit the most recent released earnings information here: https://fb.facebook.com/groups/salesfyi/permalink/1176853699075060/
FOR REFERENCE:
Growth Milestones (since they’re hard to read at a glance):
Founded July 2010
Dec 2010 - 1M
Sep 2011 - 10 M
July 2012 - 80M
Feb 2013 - 100M
Sept 2013 - 150M
Apr 2014 - 200M
Nov 2014- 300M
Sep 2015 - 400M
June 2016 - 500M
December 2016 - 600M
April 2017 – 700M
Let's take a closer look at the community. 55% of the people using Instagram are female. 64% of women on Instagram are ages 18 to 34 70% of men on Instagram are ages 18 to 34
[FOR REFERENCE]
Full gender age breakdown (US):
Gender (US):
55% Women
38% Men
7% Other
Women (US):
33% 18-34
31% 25-34
17% 25-44
11% 45-54
5% 55-64
3% 65+
Men (US):
36% 18-34
34% 25-34
16% 25-44
8% 45-54
3% 55-64
2% 65+
[PUBLIC]
Instagram is one of the best platforms to reach millennials, and this audience heavily engages with the platform every day:
A new study with Nielsen shows that Instagram reaches 69% of 18-24 year old US smartphone users daily.
The average number of times US young millennials (18-24) on Instagram visit the app is 13x per day (updated from 10x previously).
68% of moms on Instagram use it daily. *Note for international teams - "moms" can be changed to "mothers" for international communities.*
When we combine Instagram with Facebook, there’s no better place to reach your customers on mobile. 1 in 5 mobile minutes are spent on Instagram and Facebook combined. That’s more than the next 10 mobile platforms combined. So whatever your objective, both Instagram and Facebook are leading channels to reach your audience and drive the results you care about.
Today we want to make sure you walk away with a better understanding of three key points. Shoppers are active on Instagram [CLICK] Inspiration leads to action [CLICK] High intent leads to value Let's talk through each of these points.
It is also a place for businesses, who have always been a part of the Instagram community. Businesses have always used Instagram to connect to people and people have always been very receptive to businesses being on Instagram. Nearly half of the Instagram community follow a business. In fact 60% of people learn about products and services on Instagram. And 75% of people take action after being inspired by a post on Instagram. Taking action can take many forms. It can mean:
visiting a website for more information searching for something specific that has been seen in a post shopping or making a purchase or telling a friend about a post
We offer the ability to drive website clicks and conversions as well as mobile app installs and engagement. Our ad units offer a bold, linear format designed to drive your objectives. Photo ads can feature square or landscape images Video ads can link to an external destination, can feature square or landscape format, can be a slideshow videos and up to 60 seconds of content. Carousel – lets you show multiple images or videos in one story. On Instagram, both ad images and calls-to-action are clickable, making conversion seamless. Media clicks drive to an overlay to confirm the user wants to click. Calls to action drive directly to the website or app store with one click. Both ensure quality clicks and ultimately valuable conversions. Finally, for reporting we offer the ability to measure website conversions with the Facebook Pixel, as well as mobile app installs and engagement with either the Facebook or Mobile Measurement Partner SDKs.
Overall we have seen advertisers successfully use Instagram to achieve direct response objectives. In order to better qualify this success we recently ran a number of lift studies across over 20 campaigns. The results shed light on the effectiveness of Instagram across DR objectives.
- 70% of campaigns saw a statistically significant lifts in individuals who took action
- 78% of mobile app install campaigns saw a statistically significant lift in installs
- And 58% of website conversion campaigns saw a statistically significant lift in online sales
When we first introduced direct response advertising on Instagram we did so because we saw the community taking action. As we enhance our suite of solutions, we continue to follow that mindset. There are currently three key areas where we focus our efforts:
- Generating even more high intent clicks
- Generating more conversions
- And getting more attribution
In order to do so we are introduced the following product enhancements
People are drawn to and moved by videos and photos.
As a business you can convey so much more with imagery than with text and inspire people to take action
This slide shows that – between the branding, the text and the image – it’s the image that is most impactful – 83% of people see it and spend the majority of their time with it relative to the other elements
Instagram link ads with call-to-action buttons are uniquely optimized to drive advertiser performance given the community experience.
To continue this optimization, we recently launched the following enhancements to the format:
1. To guide people to take an action, the call to action button will be highlighted when people show interest on or around an ad—like resting on the ad for four seconds or taping on the profile name.
2. To help people to engage with a business quicker without additional tapping or scrolling, the button will now extend to the comments section when Instagrammers tap into an ad’s comments.
3. When we detect additional information from an ad like price, destination URL or app store rating, we’ll automatically add it to the CTA button
4. A video link ad will continue to play the ad video on top of the in-app browser after a user taps on the video, indicating interest. Tapping on the video will meet the user's expectations with sound turning on and video size unaffected. Going from video to full browser experience is be easy.
With these solutions, link ads are better optimized for how our community interacts with businesses on the platform—helping advertisers drive better performance with their ads. They are aimed at improving performance by raising consumer’s trust in our ads and showing richer value from feed. We'll continue to test and optimize these enhancements.
We recently launched dynamic ads on Instagram to help promote relevant products to shoppers who have browsed your website or mobile app. They offer three key benefits:
1) Highly relevant - show people ads for products they're interested in order to increase their likelihood to purchase. 2) Scaled solution - promote all your products on Instagram without having to configure individual ads. You can also easily extend your dynamic ads to Facebook and the Audience Network for additional reach. 3) Always-on - set up your campaigns once and continually reach people with the right product where they spend their time on mobile.
In order to help you get the most out of your direct response campaigns on Instagram we want to walk you through key recommendations and best practices.
Getting started is pretty easy. Just link your Instagram account to your Facebook page or use the Facebook page only to advertise. If you are already advertising on Facebook, include Instagram in your new and existing campaigns. Or explore Instagram as a standalone solution. We will walk you through best practices for campaign set-up next.
We have seen Instagram deliver strong reach and scale for advertising partners, but over the last 8 months we have learned that the best practices for doing so are unique to the platform at this time. Instagram has over 500 million monthly active people and continues to grow quickly. To help put our size into perspective, that's almost 100 million more people than Twitter and 4 times the size of Pinterest. However, Instagram's community is smaller than Facebook and consumer consumption patterns differ across mobile digital platforms. Over time, we expect our best practices and delivery to align with Facebook as our system matures. Sophisticated DR advertisers on Facebook have spent years creating complex targeting schemas to optimize their performance. If they apply this same targeting to Instagram, we recommend they check their estimated audience and delivery size to get a sense for the scale they can expect. Instagram's total audience is smaller than Facebook's. Therefore, extremely narrow targeting can result in low delivery. Low delivery is not inherently bad if the campaign is driving optimal value for your partner. If an advertiser is bidding their true value with a complex targeting structure and wants to increase their scale, they need to be willing to either increase their bid, their targeting parameters, or potentially loosen their KPI. For example, if your advertiser is seeing strong LTV from females 25-30, they should be willing to bid higher to reach more of them because their value is strong. We recently did an analysis of performance marketing campaigns that were able to drive scale or a large number of outcomes and spend the majority of their budgets. Across these campaigns, we saw advertisers initially start with broad targeting and refine over time as they learned which audiences were converting. For example, have your partner start with a 5 or 10% lookalike audience and narrow down to 1% as the system learns to deliver the outcomes they care about. Finally, and most importantly, if your goal is to drive actions on your website — whether that's learning more, generating leads or driving sales — bidding using the website conversion objective, rather than website clicks, is especially important on Instagram. And that's due to the way people take action on Instagram ads. As we mentioned earlier, although Instagram is mobile only, we know people shop and convert across a variety of devices. If you bid using website clicks on Instagram, we are only able to deliver ads to people likely to click on mobile - the delivery algorithm cannot use the higher intent value to optimize. However, by implementing the Facebook pixel and bidding for website conversions on Instagram, we're able to deliver ads to people who may convert on mobile or desktop.
We know that creative is a topic that is top of mind for many advertisers. We have learned that general best practices for direct response creative translate from Facebook.
First, make sure that your call to action aligns to the funnel stage of the audience you are targeting. While “Shop Now” might work well for bottom funnel audiences “learn more” might be better suited for mid-funnel audiences.
Second, provide informational reward, noticeability and product focus. Make sure the ad highlights interesting information about the product or service that increases noticeability. This can be a deal, a new brand in the portfolio or a limited time offer. The messaging of the most successful ads informed consumers on what they needed to know — who is this advertiser, what’s their value proposition and how can I purchase this product? To better communicate to and attract potential customers, single product-focused images can make customers view the brand as approachable and accessible. This can range from a simple product shot to simple images of the product being used.
We have furthermore seen that custom creative is not required for Instagram. We recently worked with Metrix Lab to compare creative originally developed for Instagram to creative originally developed for Facebook. They asked a group of 2400 Instagram users to rate a series of ads shown in the Instagram feed. Some of those ads were originally developed for Instagram, while others had originally been created for Facebook. Based on user ratings, they found no significant difference in the performance of ads developed specifically for Instagram vs. those originally developed for Facebook across the following dimensions:
Stated intent and impact
Memory and recall
Likeability and relevance
In other words, custom creative is not a requirement for running on Instagram. If you have strong performing creative from other channels, try running it on Instagram. All in all, we found that the best performing campaigns clearly kept their objective and brand in mind when developing creative. They understood what the consumer knows about them — are they a new brand or a household name? And then drove them to the appropriate action — whether that’s signing up for an email list, purchasing a product online, or simply keeping the brand in mind for the future. Every advertiser has a different objective, brand equity and call to action. It’s important for their creative to reflect all of these pieces.
