Getting ready for Instagram ads

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TBG's guide for brands looking to use Instagram ads

Transcript of Getting ready for Instagram ads

  • 1.INSTAGRAM ADS Getting ready for sponsored posts

2. The social media landscape is changing emerging platforms are maturing Its no longer a straight choice between Facebook and Twitter Its important for brands to prepare for the launch of new social ad platforms or they may be left behind WHY? INSTAGRAM 2014 TBG | Pg 2info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 3. Launched in October 2010, Instagram has quickly positioned itself as the leading mobile app for photo and short-form video sharing Users can edit and add filters to their photos or 15-second videos and share them with friends on the platform or post to other social networks Facebook acquired Instagram in late 2012 for an eventual $715 million WHAT IS INSTAGRAM? INSTAGRAM 2014 TBG | Pg 3info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 4. Instagram began testing its ad product, Sponsored Photos and Videos, with brands including Adidas, Burberry, Levis, Lexus and Ben & Jerrys in October 2013 While ads are still a novelty, it appears that the visual nature of Instagram, combined with Facebooks softly-softly approach to advertising, will pay off Analysts predict a $340m profit for Instagram in 2014 SPONSORED POSTS INSTAGRAM 2014 TBG | Pg 4info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 5. Instagram is now the stand-out social network when it comes to delivering engagement, according to a recent report by Forrester In terms of MAUs, even if we use current growth rates to predict size in 2016, Instagram is behind Goole Plus, LinkedIn and Twitter However, user numbers dont tell the whole story HOW BIG IS INSTAGRAM (REALLY)? INSTAGRAM 2014 TBG | Pg 5info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 6. The time users spend there must also be considered, so we have devised a more accurate estimate of the true size of a platform A platform needs users to be a viable place for advertising, but high user numbers are useless if those users are in and out of the site in a few seconds Conversely, a highly engaged user base spending hours at a time on a platform is also pointless if the user numbers are low MAN-HOURS INSTAGRAM 2014 TBG | Pg 6info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Monthly active users Average monthly time spent on the platform X = Monthly man-hours spent on the platform 7. Combining the two figures gives a true reflection of the size of the active user base and time spent on the site Using man-hours as a guide, we can see that Instagram is actually much more important MAN-HOURS INSTAGRAM 2014 TBG | Pg 7info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 A quadrillion is 1,000 billion, or a one with 15 zeros 8. Instagram is even more important on mobile, takes second place at 1.3 times the size of Twitter Facebook is seven times larger than Instagram on mobile, compared to nearly twelve times larger when we include all users MOBILE MAN-HOURS INSTAGRAM 2014 TBG | Pg 8info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 A quadrillion is 1,000 billion, or a one with 15 zeros The time spent figures are all from a Nielsen report in May 2013, and the active user numbers are the most recent official figures for Facebook, Instagram and Twitter, all after May 2013 9. In terms of eyeballs and stickiness, Instagram is the second biggest social network However, the size of the audience and the time they spend on the platform isnt the most important factor for marketing Locating and engaging an audience size thats of interest to a brand is crucial, as is measuring the influence generated by a brands activity on its business goals and KPIs HOW BIG IS INSTAGRAM? INSTAGRAM 2014 TBG | Pg 9info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 10. USING INSTAGRAM EFFECTIVELY 11. Advertising on Instagram isnt like other platforms All Instagram ads are promoted content To promote content, brands must have a successful existing Instagram account If you are thinking about advertising on Instagram, its essential to get your account up and running as soon as possible GETTING STARTED USING INSTAGRAM EFFECTIVELY 2014 TBG | Pg 11info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 12. Share authentic contentmake it instantly recognisable as your companys account, using pictures of both products and logos There are no clickthroughs on Instagram post or ads so content must engage users within the platform By adding a call to action, such as instructing followers to include the brands username or a branded hashtag in their photos, you can increase user engagement Develop series of content streams and create a calendar around these streams CREATING CONTENT USING INSTAGRAM EFFECTIVELY 2014 TBG | Pg 12info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 13. Publish behind the scenes images, events and close ups of your products Some content will be in the moment while other images should be planned ahead Engaging photo descriptions that describe the image and reflect your brands message, will increase interactions Interact with your followers by following, reposting, and commenting on other peoples posts. Interact as a human being interacting with ten specific photos taken by people in your target market is better than liking random images CREATING CONTENT USING INSTAGRAM EFFECTIVELY 2014 TBG | Pg 13info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 14. A recent study by TrackMaven of Fortune 500 brands suggested that because Instagram's video service is fairly new, photos perform slightly better for brands versus video On average, an Instagram video receives up to 24 interactions, compared to 37 for photos. However, Instagram videos can provide two advantages Brands can distinguish themselves by producing a different mix of pictures and videos At 15 seconds long and with the capability to upload videos that were not taken with the Instagram app, brands can leverage videos more by creating videos with high production values CREATING CONTENT USING INSTAGRAM EFFECTIVELY 2014 TBG | Pg 14info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 15. Make sure your content is interesting, attractive, engaging, emotional and memorable Make content socially discoverable by using multiple relevant hashtags Data from TrackMaven shows that for bigger brands like Nike and Adidas, between four and 11 hashtags can increase interactions on Instagram to an average of 77 interactions per post Connect your Instagram account with other social accounts. Many consumers discover branded Instagram posts when they are shared on the companys other social channels like Facebook, Twitter or Tumblr CREATING CONTENT USING INSTAGRAM EFFECTIVELY 2014 TBG | Pg 15info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 16. PROMOTING CONTENT ON INSTAGRAM 17. Facebook sees Instagram as its premium ad product with monthly costs reportedly ranging from $350k to close to $1million, so its not an option for all Brands will also need a strong presence on Instagram before signing up for ads, which means users will only see ads that feel right for the platform Instagram is also vetting the standard of ads, so artwork must be high qualitythis ensures that the platform isnt overloaded with ads ADVERTISING ON INSTAGRAM PROMOTING CONTENT ON INSTAGRAM 2014 TBG | Pg 17info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 18. Brands can convert a standard Instagram post into a sponsored post The only difference is that the post has a Sponsored flag at the top, and it can be targeted to certain users, rather than a brands usual followers Users can also hide any sponsored posts from their feed and submit feedback THE ADS PROMOTING CONTENT ON INSTAGRAM 2014 TBG | Pg 18info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 19. Ads are targeted based on a users activity on Instagram (the people they follow and the posts they like) and if a users account is linked to Facebook, their Facebook interests and other basic profile information are used Measurement focuses on reach, ad recall and awareness Instagrams ad product is for brand campaigns; there are no clickthroughs here TARGETING & MEASUREMENT PROMOTING CONTENT ON INSTAGRAM 2014 TBG | Pg 19info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 20. Results for initial tests with Ben & Jerrys, Adidas, Burberry, Levis and Lexus in October 2012: TEST RESULTS PROMOTING CONTENT ON INSTAGRAM 2014 TBG | Pg 20info@tbgdigital.com UK: +44 (0) 20 7428 6650 US: +1 917 933 7875 Ad Recall: Across the four campaigns, there was a 32-point incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups Awareness: Across the four campaigns, there was a ten-point incremental lift in brand message awareness per campaign for people who were repeatedly exposed to a particular campaign versus control groups In particular, 17 percent of people who saw a single ad for Ben & Jerrys Scotchy Scotch Scotch-flavoured ice cream not only became aware of the new flavour, they also associated it with the brand Reach: All four initial ad campaigns measured were successful at delivering the broad reach our advertisers were seeking The marketers achieved a high impact with a very low average frequency of ad impressions per user Levis reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34 Ben & Jerrys reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35 21. Ben & Jerrys, it isnt the biggest brand on Instagramranked 90th in terms of followers and use of its hashtag 99% of its non-sponsored posts feature a packshot, and a short witty comment CASE STUDY: BEN & JERRYS PROMOTING CONTENT ON INSTAGRAM 2014 TBG | Pg 21info@tbgdigital.com UK: +