gavin flood - lac 2017 - a picture is worth 1000 words: how to make the most of instagram
TRANSCRIPT
Instagram Marketing
Gavin FloodMarketing Director, EMEA
AdRoll
Gavin FloodMarketing Director, EMEA at AdRoll
The Insta Facts
Source: Selfstartr
The Insta Facts
Got good photo’s? Then you’re pretty much there
Source: Selfstartr
The Insta Facts
The Insta Facts
Source: Selfstartr
The Insta Facts
Source: Selfstartr
Anatomy of an Instagram ad
DisclosureRequired for all native ads.
Image links to landing pageDouble tap => a like Single tap => takes the user to your landing page.
Call-to-action buttonInstall Now | Learn More | Sign-up
Advertiser’s name
will appear in all lower case
LikesCaption
Max limit 300 char; recommend 125 char
Benefits of Instagram Ads
Native ads match the form and function of the platform upon which they appear.Native Inventory
DisclosureRequired for all native ads to point out that this is an ad.
100% share of
voice
Native Inventory
Drive traffic from the feedCanvas |
Leo Canvas |
Leo
Cross-Device
Reach Beyond Organic Posts
Reach over 500M, highly-engaged* global users.
*Instagram users contribute 80 million photos and over 3.5 billion likes per day.
Facebook targeting
Carousel Ad Units
Carousel ads showcase more than 1 image
Can be used to share a narrative or to showcase multiple different products or benefits.
source: business.instagram.com
Call-to-action (CTA) Buttons
Best Practices
Mobile-friendly destination page
Canvas | Leo
Post-click experience
Canvas | Leo
Post-click experience
Canvas | Leo
Buy now
Use the CTA buttons
source: business.instagram.com
Leo Daypack | CommuterYour new favorite commute buddy, the Leo Daypack. Perfect for your daily bike ride.WWW.CANVAS.COM
Canvas
Align your campaigns
AdRoll helps you align campaigns across web, Facebook, Instagram, and more
source: business.instagram.com
Encourage swiping through Tease with one panel of a larger image
Highlight different aspects of a productGo step-by-step to tell a storyDon’t forget to use your caption
Audi
Carousel Ads
EVERLANE
source: business.instagram.com
Focus on craft
A/B test
Creative best practices
Refresh Creative
Capture them with a caption
Creative best practices
source: business.instagram.com
Creative best practices:Align creative with goalsKeep ads branded
Focus on craft A/B test
Refresh creative 2-4 weeksCapture users with a caption
Make sure your landing page is mobile-friendlyUse the CTA buttonAlign your campaigns across channelsEncourage swiping through carousel ads
Best Practices
But what and how does engagement work on Instagram?
1. Post Consistently & Strategically
2. Use Hashtags Wisely
3. Interact
5. Work with Influencers
4. Host Contests & Giveaways
adroll
Questions?