instagram marketing in 2016: organic, paid, and partnered

#instamarketing

TITLE OF YOUR PRESOMake a copy of this file. Then Delete this line ;)

Blaise LuceySenior Content Manager

Instagram Marketing in 2016:Organic, Paid & Partnered

Prachi MishraProduct Marketing Manager

@adroll | @chimishra@ blaiselucey00| @bitly

#instamarketing

WebinarAgenda

The Instagram Landscape in 2016

Organic Marketing + Influencers

The New World of Instagram Ads

Best Practices & Use Cases

#instamarketing

The Insta Facts

#instamarketing

Source: Selfstartr

The Insta Facts

#instamarketing

The Insta Facts

Source: Selfstartr

#instamarketing

Source: Selfstartr

The Insta Facts

#instamarketing

The Insta Facts

Source: Selfstartr

#instamarketing

The Insta Facts

Source: Salesforce

#instamarketing

Source: Salesforce

The Insta Facts

#instamarketing

#instamarketing

BUT WHAT AND HOWDOES ENGAGEMENT WORK

ON INSTAGRAM?

#instamarketing

1. Post Consistently & Strategically

#instamarketing

2. Use Hashtags Wisely

#instamarketing

3. Interact

#instamarketing

4. Use Video Wisely

#instamarketing

5. Work with Influencers

#instamarketing

Tracking Growth with Bitly

#instamarketing

Tracking Growth with Bitly

#instamarketing

Tracking Growth with Bitly Campaigns

#instamarketing

Tracking Growth with Bitly

#instamarketing

Tracking Growth with Bitly

#instamarketing

#instamarketing

THE NEW WORLD OF INSTAGRAM ADS

#instamarketing

#instamarketing

#instamarketing

THE ALGORITHM

#instamarketing

Prior to the change, Instagram users were missing 70% of the posts on their feeds

Instagram’s rapid growth has made feed curation a necessity

source: techcrunch

#instamarketing

#instamarketing

ANATOMY OF AN INSTAGRAM AD

#instamarketing

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 button6 different options

Advertiser’s namewill appear in all lower case

LikesCaption

Max limit 300 char; recommend 125 char

#instamarketing

#instamarketing

BENEFIT OF INSTAGRAM ADS

#instamarketing

Native ads match the form and function of the platform upon which they appear.Native Inventory

#instamarketing

DisclosureRequired for all native ads to point out that this is an ad.

100% share of

voice

Native Inventory

#instamarketing

Drive traffic from the feedCanvas |

Leo Canvas |

Leo

#instamarketing

Cross-Device

#instamarketing

Reach Beyond Organic Posts

Reach over 400M, highly-engaged* global users.

*Instagram users contribute 80 million photos and over 3.5 billion likes per day.

#instamarketing

Millennial Audience

#instamarketing

Facebook targeting

#instamarketing

source: business.instagram.com

Call-to-action (CTA) Buttons

#instamarketing

source: business.instagram.com

Dynamic Product Ads

#instamarketing

Native inventory

Cross Device

Drive Traffic from the feed

Reach beyond organic posts

Valuable Millennial Audience

Facebook Targeting

Dynamic product ads

Call-to-action buttons

Benefits of Instagram

Ads

#instamarketing

#instamarketing

CASE STUDY

#instamarketing

GoalWanted to increase sign ups for an on campus open house day at the University of Missouri St. Louis (UMSL)

UMSL — Instagram

#instamarketing

ResultsInstagram retargeting campaign: 4X higher CTR than Facebook campaign

2nd highest source of traffic, after web, Instagram prospecting ads

Follows increased by 29.1% during the campaign

UMSL — Instagram

#instamarketing

#instamarketing

BEST PRACTICES

#instamarketing

Mobile friendly destination page

#instamarketing

Canvas | Leo

Post click experience

#instamarketing

Canvas | Leo

Post click experience

Canvas | Leo

#instamarketing

Use the CTA buttons

source: business.instagram.com

#instamarketing

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

#instamarketing

source: business.instagram.com

Align creative with your goals

Keep ads branded

McDonald’sUMSL

Creative best practices

#instamarketing

EVERLANE

source: business.instagram.com

Focus on craft

A/B test

Creative best practices

#instamarketing

Refresh Creative

Capture them with a caption

Creative best practices

#instamarketing

Creative best practices:

Align creative with goalsKeep ads branded

Focus on craftA/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 channels

Best Practices

#instamarketing

Instagram account username (handle) & password

Partner’s Business ID

How to get started?

If working with a partner

#instamarketing

THANK YOU#instamarketing @bitly @adroll

WANT MORE?

Email: webinars@adroll.com

www.AdRoll.com www.bitly.comEmail: sdr@bitly.com