GROWTH MARKETING ON INSTAGRAMFinding and Scaling Success with Direct Response
Advertising
Advertising Automation
Instagram’s potential as a powerful revenue driver for digital advertisers has
only just begun
Demographics: Who’s on InstagramThe direct response advertising opportunityAd types and tipsCreative best practicesScaling direct response success
Advertising Automation
Demographics: Who’s on Instagram
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 US59%
of users visit daily52% of teens 13-17 are users51%
female users49% male users
Advertising Automation
The direct response opportunity
Advertising Automation
Instagram is a direct response advertiser’s dream
Entirely mobile experience with beautiful native ad unitsOpen creative canvas to visually convey valueProven driver of purchase intentAll the power of Facebook’s industry-leading targeting capabilitiesClear call-to-action buttons to inspire action
Advertising Automation
Instagram ad types
Advertising Automation
Mobile app install ads
DRIVE NEW USER ACQUISITION OR RE-ENGAGE EXISTING CUSTOMERSCREATIVE TIPS AND TRICKS
Showcase in-app functionalityFeature the device on which your app is usedHighlight someone in your target audience engaging with your appLeverage call-to-action buttons like Install Now or Play Game
Advertising Automation
Photo/link ads
DRIVE SPECIFIC ACTIONS ON YOUR WEBSITECREATIVE TIPS AND TRICKS
Always test different imagery to discover strategies for driving your desired actionDon’t forget the copy: Experiment with variations in your messagingConsider including a visual or textual call-to-action in the image or ad copy
Advertising Automation
Video ads
TELL A STORY TO INSPIRE ACTIONCREATIVE 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
Advertising Automation
Carousel ads
TELL A NARRATIVE STORY OR SHOWCASE MULTIPLE PRODUCTSCREATIVE TIPS AND TRICKS
Use each progressive image or video to tell a compelling storyChoose a visually-appealing image or video for the first frame so viewers will scroll to see more
Advertising Automation
Creative best practices
Advertising Automation
1. Lighting and detail
Make sure images and video are high quality in order to fit in naturally with native imagery on InstagramAvoid grainy or blurry creativeChoose natural lighting over harsh, artificial lightingThe more authentic your visuals, the better
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 compellingAvoid distracting elements like borders or heavy photo filters
Advertising Automation
3. Subtle branding
Don’t let your brand overshadow your contentIf you include your logo, make sure it’s subtleTry focusing on an iconic brand element or signature color for branding that’s memorable, but not overpowering
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 themeMake sure the ad imagery alone conveys your message so users can understand it even if they don’t read the ad copy
Advertising Automation
5. Minimize text
Make sure imagery is the main focus of your ad creative, not textTry sharing the accompanying text in the ad caption instead of on the image itselfIf you use text overlay in your photos, make sure it covers less than 20% of your image
Advertising Automation
5. Mobile optimization
Instagram ads are mobile-only, so design your creative with a smaller screen in mindEnsure your landing pages are mobile optimizedKeep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design
Advertising Automation
Scaling direct response success
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
Advertising Automation
Automated, ROI-driven creative testing
Automatically create thousands of creative combinations and quickly test which perform bestUse automation to intelligently promote only the creative driving the highest ROI
Advertising Automation
Performance control at scale
While scaling campaigns, reducing risk of under-performing ads is critical for maintaining high ROIIn Nanigans advertising automation software, stop loss protection tool monitors every individual ad against specific performance targets, pausing ads hurting the bottom line
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 anotherWith 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
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 customersScale returns by creating lookalike audiences based on your highest-performing audiences
Advertising Automation
It’s only the beginning for Instagram
Advertising Automation
The time to capitalize on Instagram advertising is now
Reach a growing large, young audience with engaging adsDrive measurable direct response performance through beautiful and engaging adsTest and scale success using advertising automation to turn Instagram into a powerful growth engine
Advertising Automation
Thank you!
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