With over 200,000 businesses using Instagram as a platform for advertising, it’s clear how rapidly the world is moving away from traditional marketing techniques, and into the arena of online social media marketing.
Although the online sharing platform was only developed in late 2010, less than 6 years later, Instagram has blossomed into a whopping community of 400 million active accounts. That is a lot of potential customers!
Instagram allows businesses to do more than just post pictures, and showcase their products. Instagram (done correctly) provides businesses with the opportunity to build a recognisable brand identity.
When it comes to Instagram advertising, there are a few channels for businesses to take advantage of:
1) Paid Advertising
When users scroll down their Instagram feed, these still images look very similar to regular posts, aside from the “Sponsored” tag. Depending on their product or service, businesses can use a combination of demographic targeting and geo-targeting to get their advertisements onto the appropriate screens, and into the hands of their selected target market.
2) Paid Carousel Advertising
These ads use the same targeting tools as the above; however, businesses will pay extra to display 4 consecutive images to their audiences, rather than just one (these are viewed by swiping left and right). A carousel advertisement, executed correctly, can create both an interactive and engaging visual experience for the consumer.
3) Unpaid Advertisements
Not everyone has the big bucks to spend on social media marketing. Instead, companies such as Ben & Jerry’s have maximised their Instagram advertising purely via entertaining and engaging creative visuals.
What’s the benefit for Businesses?
• 60% of users say they learn about products and services on Instagram*.
• 75% say they take action after being inspired by an Instagram post – like visiting a website, searching, shopping or telling a friend*.
• Instagram users were 58 times more likely to like, comment or share a brands post than Facebook users and 120 times more likely than Twitter users.
• Instagram see’s 80 million photos uploaded per day, and a massive 3.5 billion likes daily!
*Instagram user survey, Nov 2015.
Businesses in Action
From cosmetics, to automobiles, to fast food restaurants, businesses big and small are jumping on the Instagram bandwagon.
In June 2015, Australia’s leading online fashion retailer, THE ICONIC launched a combined Instagram and Facebook mobile campaign, with the objective to drive key brand awareness, with particular focus on their Autumn/Winter collection.
“From a brand marketing perspective, working with Instagram has reinforced our hypothesis that traditional media isn’t where our consumers are anymore, and there was a bigger opportunity to engage with them in more emerging digital platforms.”
Adam Jacobs, Managing Director and Co-Founder of THE ICONIC.
The campaign saw a significant spike in the ad recall, the customer purchase intent, the conversions AND the number of basket adds.
Other businesses you might catch advertising on Instagram include –
• Coca Cola
• Burt’s Bees
(Just to name a few!)
To see some more success stories, (like how Mercedes-Benz experienced a 580% increase in site visits) see here: https://business.instagram.com/
Want to get your foot in the Instagram door, but have no budget? Stay tuned for next week’s post, where we will share our Top 10 Tips for FREE Instagram Advertising!