Gavin flood - LAC 2017 - A picture is worth 1000 words: How to make the most of Instagram

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

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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?