Earlier this month Instagram announced the exciting news that they have made their ads available to more types of businesses across more locations. Now all advertisers, regardless of campaign size, can include Instagram in their strategy and run ads on the social media platform.
By September 30th, Instagram ads will be available in more than 30 new countries, including New Zealand, and advertisers can reach their target market based on interests, whether it be fashion, sports, health etc. thanks to the technology that leverages off the best of Facebook’s ad infrastructure.
Due to Instagram’s visual nature, ads have been proven to drive strong brand results with Instagram reporting that 97% of measured campaigns generated lifts in ad recall.
With the launch of the Instagram ads advertisers will be able to use various formats, depending on their objectives. To start with Instagram will offer 3 ad formats:
Video ads have increased in duration, now ads of up to 30 seconds can be loaded and used to tell a richer brand story. Originally known for portrait shots, Instagram how allows landscape photos and videos to allow more creative opportunity. Instagram have also launched a new premium product, Marquee, which is set to be perfect for short-time frame special events as it drives mass awareness and has an expanded reach. All of those additions will provide a better user experience and allow brands to customize their strategy.
While details are still limited on elements of targeting and ad units, starting this spring, brands will be able to create Instagram ads through Facebook’s Power Editor, syncing up all Facebook and Instagram advertising in one central platform. Currently, these self-serve ads are in beta testing for a premier group of brands that have already executed multiple high-cost Instagram ad campaigns – in New Zealand we already saw Air NZ and Burger Fuel using the platform.
Instagram has a community of over 300M, making it one of the world’s largest mobile ad platforms. The service was acquired by Facebook in April 2012 for approximately US$1 billion in cash and stock. In 2013, Instagram grew by 23%, while Facebook, as the parent company, only grew by 3%.