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Growth Marketing on Instagram: Finding & Scaling Success with Direct Response Advertising


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For its 500 million users and for advertisers alike, the experience of using Instagram is entirely visual. So how can you make sure that the images in your Instagram ads will help you meet your advertising goals? View this slide deck to learn strategies and creative best practices that will increase the impact of your Instagram ad campaigns.

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Growth Marketing on Instagram: Finding & Scaling Success with Direct Response Advertising

  1. 1. GROWTH MARKETING ON INSTAGRAM Finding and Scaling Success with Direct Response Advertising
  2. 2. Advertising Automation Instagram’s potential as a powerful revenue driver for digital advertisers has only just begun
  3. 3. Demographics: Who’s on Instagram The direct response advertising opportunity Ad types and tips Creative best practices Scaling direct response success
  4. 4. Advertising Automation Demographics: Who’s on Instagram
  5. 5. Advertising Automation Demographics: Who’s on Instagram Sources: Instagram, May 2016; Pew Research, August 2015 500+ million monthly active users 80+ million photos shared per day 3.5+ billion likes per day 75% of users outside the US 59% of users visit daily 52% of teens 13-17 are users 51% female users 49% male users
  6. 6. Advertising Automation The direct response opportunity
  7. 7. Advertising Automation Instagram is a direct response advertiser’s dream Entirely mobile experience with beautiful native ad units Open creative canvas to visually convey value Proven driver of purchase intent All the power of Facebook’s industry-leading targeting capabilities Clear call-to-action buttons to inspire action
  8. 8. Advertising Automation Instagram ad types
  9. 9. Advertising Automation Mobile app install ads DRIVE NEW USER ACQUISITION OR RE-ENGAGE EXISTING CUSTOMERS CREATIVE TIPS AND TRICKS Showcase in-app functionality Feature the device on which your app is used Highlight someone in your target audience engaging with your app Leverage call-to-action buttons like Install Now or Play Game
  10. 10. Advertising Automation Photo/link ads DRIVE SPECIFIC ACTIONS ON YOUR WEBSITE CREATIVE TIPS AND TRICKS Always test different imagery to discover strategies for driving your desired action Don’t forget the copy: Experiment with variations in your messaging Consider including a visual or textual call-to- action in the image or ad copy
  11. 11. Advertising Automation Video ads TELL A STORY TO INSPIRE ACTION CREATIVE TIPS AND TRICKS Keep in mind videos will auto-play on most devices (depending on internet connectivity) Sound is muted by default, so optimize your videos to convey value without sound Make the first 3 seconds of your video as eye-catching as possible to capture viewer’s attention
  12. 12. Advertising Automation Carousel ads TELL A NARRATIVE STORY OR SHOWCASE MULTIPLE PRODUCTS CREATIVE TIPS AND TRICKS Use each progressive image or video to tell a compelling story Choose a visually-appealing image or video for the first frame so viewers will scroll to see more
  13. 13. Advertising Automation Creative best practices
  14. 14. Advertising Automation 1. Lighting and detail Make sure images and video are high quality in order to fit in naturally with native imagery on Instagram Avoid grainy or blurry creative Choose natural lighting over harsh, artificial lighting The more authentic your visuals, the better
  15. 15. Advertising Automation 2. Classic composition Makes ads more appealing by applying classic composition techniques like the Rule of Thirds, balance, leading lines, and creative framing Keep images simple and compelling Avoid distracting elements like borders or heavy photo filters
  16. 16. Advertising Automation 3. Subtle branding Don’t let your brand overshadow your content If you include your logo, make sure it’s subtle Try focusing on an iconic brand element or signature color for branding that’s memorable, but not overpowering
  17. 17. Advertising Automation 4. Consistent visual messaging Use strong and consistent messaging across all your campaigns so customers will understand and remember your brand Focus on a central idea that is conveyed in a storyline, a specific visual style, or a continuing theme Make sure the ad imagery alone conveys your message so users can understand it even if they don’t read the ad copy
  18. 18. Advertising Automation 5. Minimize text Make sure imagery is the main focus of your ad creative, not text Try sharing the accompanying text in the ad caption instead of on the image itself If you use text overlay in your photos, make sure it covers less than 20% of your image
  19. 19. Advertising Automation 5. Mobile optimization Instagram ads are mobile-only, so design your creative with a smaller screen in mind Ensure your landing pages are mobile optimized Keep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design
  20. 20. Advertising Automation Scaling direct response success
  21. 21. Advertising Automation Advanced cohort analysis Break up performance data into segmented cohorts, and then visualize patterns and opportunities across the customer lifecycle Identify patterns behind your top performing ads and replicate those strategies to drive higher ROI at scale
  22. 22. Advertising Automation Automated, ROI-driven creative testing Automatically create thousands of creative combinations and quickly test which perform best Use automation to intelligently promote only the creative driving the highest ROI
  23. 23. Advertising Automation Performance control at scale While scaling campaigns, reducing risk of under-performing ads is critical for maintaining high ROI In Nanigans advertising automation software, stop loss protection tool monitors every individual ad against specific performance targets, pausing ads hurting the bottom line
  24. 24. Advertising Automation Closed-loop, cross-device attribution Understand where ROI is coming from when you can attribute purchases on one device to an ad served on another With Nanigans, desktop tracking pixels and a mobile SDK paint a complete picture of return on ad spend, so you can more strategically optimize campaigns for scale
  25. 25. Advertising Automation Custom audiences and lookalikes For targeting, use custom audiences to do everything from retargeting lapsed app users to attracting new high-value purchasers based on your best and most loyal customers Scale returns by creating lookalike audiences based on your highest- performing audiences
  26. 26. Advertising Automation It’s only the beginning for Instagram
  27. 27. Advertising Automation The time to capitalize on Instagram advertising is now Reach a growing large, young audience with engaging ads Drive measurable direct response performance through beautiful and engaging ads Test and scale success using advertising automation to turn Instagram into a powerful growth engine
  28. 28. Advertising Automation Thank you!