Instagram is a popular social media platform, particularly among teens and young adults in the US. The document outlines key metrics and features of Instagram's advertising platform, including types of promoted content like photos, videos, and carousels. It also discusses targeting capabilities by age, gender and geography, as well as metrics to measure reach, recall, awareness and other campaign performance. Advertisers are required to spend a minimum of $200,000 for a 4-week campaign and pricing is on a CPM basis currently.

1. Sources: Instagram
Business Insider, December 2014
PEW, 2014
Promoted Posts
Photo or Video
Video post metrics include
video views (started but not
necessarily finished) as well
asvideo completions
Carousel Ads
Clickable links, shop now button
Not a self serve tool
Reach
- A measured look at the broad reach
Instagram’s advertisers were seeking
- Comparing impact to frequency of ad
impressions per Instagram
Ad Recall
- People who were repeatedly exposed
to a particular campaign versus
control groups
Awareness
- Brand message awareness per campaign
- Brand association and recognition
83 Percentof U.S. teens in wealthy households are on Instagram
Men
22% of internet users
Women
29% of internet users
Current
Targeting
- Geo (by country only)
- Age
- Gender
Ad Products
Targeting Capabilities
200 Million U.S Teens
Now describe it as
the most important
Active users
Demographics
Pricing
50 Percent?
Men now account
for about half of
Instagram’s users
Dang Kids!
Over half of teens and
early twenty somethings
are on Instagram
$200k minimum
4-week campaign
Will eventually move to self-serve
bidding model with Facebook
powered targeting
CPM basis
Required
Budget
Campaign
Duration
Future
Pricing
Purchase
Basis
Measurement Options
Instagram
Platform at a Glance