Instagram introduced Ads to its network at on the 30th of September 2015, Klyp was all over it, jumping at the chance to reach people in a new and exciting way.
We told you all about Instagram Ad set up - now it’s time to look back at what we did and share what we’ve learnt.
Here are 6 things we have learnt from Instagram Ads:
1. Image Decay
Instagram is, by nature, the social platform for sharing beautiful and inspirational pictures, so ads have to be just as beautiful as original content to effectively catch users attention. Once you have their attention, to keep it, best practice would be to change your images weekly. Depending on the targeting settings you’ve selected, the smaller the possible reach you have, the more you should change images to avoid repetition. It's important to keep in mind people use the platform to find new relevant content and loyally follow the some accounts as long as the content is kept fresh.
2. Image Type
Instagram Ads give advertisers the option of using GIFs, Static images and Video - however the static image performs better than the GIF, this is the same for video, a stark difference from Facebook where video outperforms still images every time.
Still images may be more popular because Instagram is a platform built on that format and users attention is not a effectively caught by video or GIF - filters make Instagram what it is, and its incredibly difficult and expensive to produce something as beautiful through video or GIF.
3. Relevancy Score
Relevancy scores tend to be higher if the image is not branded - and the higher the relevancy score the lower the CPC, keeping campaign costs down. If you’re getting the balance between ad, good content, targeting and engagement is going well with no negative feedback, the relevancy score will increase.
4. Engagement Vs. Click Through
Instagrams' engagement ratio was 60 times greater than Facebooks' and 140 times greater than Twitter, indicating that visually polished photos are more likely to influence buyer behaviour than text or features. In 2014, it was found that Instagram boasted the highest rate of conversion from browser to shopper of any social channel despite being the hardest to get to associated websites. It would then make sense that with additional growth in 2015, Ads would be incredibly successful on the platform. Like organic posts, engagement on Ads is high, with lots of likes, comments and reach.
When Instagram Ads were first introduced there was some backlash from users about Ads that were not relevant coming up on their Newsfeeds. To solve this, options for targeting are the same as Facebook, making sure the right people are seeing your ads at the right times.
Using targeting settings in conjunction with the hashtag allows for testing and comparison Ads against each other, getting a better understanding of your audience and what works -the better your targeting, the better your ad will perform upping your relevancy and lowering your CPC.
6. Branding should be the goal
Instagram has an enormous reach with 400 million monthly users - combine that with the power of its parent Facebook and finding your audience can only get easier.
That being said, Instagram is a platform for brand awareness. Click throughs may be low but impressions and engagement are high, as is recall across a range of brands and products. It’s a cost effective branding campaign platform, reaching a large amount of people at a low cost and data that shows that brand recall increases when advertising on Instagram is certainly encouraging.
With Instagram continuing to grow steadily and no sign of slowing down, we will be keeping an eye on how Instagram Ads progress and how we can optimise them to make them better, if you'd like to know more, flick an email through to firstname.lastname@example.org