instagram narrative
Post on 01-Mar-2018
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INSTAGRAMINSPIRE PEOPLE VISUALLY WITH YOUR UNIQUE POV
PASSIONATE COMMUNITY
300M worldwide sharing their love forfashion,celebrities, design, and inspiringcontent
VISUAL LANGUAGE
If you could express your brand visually, what would you create?
CREATIVE CONTENT
A highly curated environment wherepeople engage with beautiful imagery
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IMAGESARE AUNIVERSALLANGUAGE
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TAKE USPLACESWEVENEVER B
@gopro
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THEFRONTLINES
OF HISTO
@olgadebenoist
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INSPIREDREAMSAND
CREATIV
@marcus1spannier
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TRANSCELANGUAGAND
BORDER
@charitywater
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CAPTUREAND
SHARE
THE WORLDS
MOMENTS
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200m
150
m
80m
10m
1
m
2015
2014
2013
2012
2011
2010
COMMUNITYGROWTH
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300MMONTHLY ACTIVES
WORLDWIDE
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70M
NUMBER OF PHOTOSCONTRIBUTED PER DAY
2.5BNUMBER OF PHOTOS
LIKES PER DAY
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@oldnavy
60%
OF YOUNG MILLENNIALS(18-24) IN THE US USE INSTAGRAM
EVERY DAY
ABOUTYOUNGMILLENNIA
SOURCE: INSTAGRAM INERNAL DATA, ACCESSED SEPT. 2014. NUMBERS REPRESENT
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@alice_gao SOURCE: INSTAGRAM INERNAL DATA, ACCESSED SEPT. 2014. NUMBERS REPRESENT
ABOUTMATURINGMILLENNIA
30%
OF MATURING MILLENNIALS (25-34) IN THE US USE INSTAGRAM
EVERY DAY
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#INSTAGOOD
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ON INSTAGRAM, BRANDS CAN MARKET THEWHAT, HOW, AND MORE IMPORTANTLYTHE WHY OF A BRAND PROMISE.
what
WHAT IS THE BRANDOR PRODUCT?
how
HOW IS THE BRANDOR PRODUCT USED?
why
WHY SHOULD THIS
RESONATE + INSPIRE?
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ADVERTISINTHAT FEELSNATIVETO THE
EXPERIENCE
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CASESTUDIES
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CASESTUDY
@chobani
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A YOGURT FOR ALL OCCASIONS
People in the U.S
Lift in Ad Recall Cto Control
4M
22pt
Lift in ConsideringGreek Yogurt as a
any Time of the D7pt
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A YOGURT FOR ALL OCCASIONS
Instagram is a great plafor Chobani. It allows us
show how people actuaour product and inspire
ways to savor."
Jessica LauriaDirector of Brand Communications
Chobani
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CASESTUDY
@ben&jerrys
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BUILDING AWARENESS FOR FLAVORS & FU
People in the U.S. R
Targeted People 18
Lift in Ad Recall3X Control
9.8M
33pt
More people becamof the flavor and assit with Ben & Jerry's
17%
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BUILDING AWARENESS FOR FLAVORS & FU
Mike HayesDigital Marketing Manager
Ben and Jerrys
Ads on Instagram let and engage with moreabout our flavors, fun avalues.
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CASESTUDY
@chobani
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TACO BELL LIVES MS ON INSTAGRAM
18-44 Year-oldAmericans Reache
Lift in Ad RecallNearly 4X Higherthan Control
12.5M
29pt
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TACO BELL LIVES MS ON INSTAGRAM
We let the concept drivecreative production andpaired that with what weknew about how peopleengage on Instagram."
Chris BrandtChief Marketing Officer
Taco Bell
CASE
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CASESTUDY
@chobani
BUILDING AWARENESS FOR THE LEVIS LIFESTY
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BUILDING AWARENESS FOR THE LEVIS LIFESTY
People in the U.S. Ads Targeted Peop
Lift in Ad Recall3X Control
7.5M
24pt
BUILDING AWARENESS FOR THE LEVIS LIFESTY
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BUILDING AWARENESS FOR THE LEVIS LIFESTY
Not only were we able large audience with our
Instagram, but the metrishow we engaged with t
memorable and authent
Julie ChanningDirector of Digital
Levis
CASE
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CASESTUDY
@chobani
FUELING THE GLA LAUNCH WITH INSTAGRAM AND FAC
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FUELING THE GLA LAUNCH WITH INSTAGRAM AND FAC
14pt
54%
580%
Lift in Recall of
Instagram ads
Increase in Sitefrom FB+IG bra
Increase in VisitIG+FB Brand &
A COMPACT SUV FOR THE MILLENNIAL LIFESTYL
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A COMPACT SUV FOR THE MILLENNIAL LIFESTYL
With branding advertisinon both Instagram andFacebook, site visits jummore than 50%.
Eric Jillard
GM, Marketing ServicesMercedes-Benz USA
DRIVING BRAND
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DRIVING BRANDIMPACT
97%OF CAMPAIGNS HAVE
GENERATED SIGNIFICANT
LIFT IN AD RECALL
17 ptAVERAGE AD
RECALL LIFT
2.8XAD RECALL
HIGHER THAN
NIELSEN NORMS
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CREATIVEBESTPRACTICES
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3Principles
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Branding is neededfor Ad Recall.
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No Branding Branding
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No Branding Branding
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Concept-Driven
@mcdonalds
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Well-Crafted
@herschelsupply
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EXPANDING AD OFFERINGSFIRST SELF SERVE PRODUCTS TO MARKET
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Objective:
Website Clicks
Objective:
Video Views
LINK ADS
VIDEO ADS
FIRST SELF-SERVE PRODUCTS TO MARKET
ENABLING MORE TARGETING CAPABILITIES
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ENABLING MORE TARGETING CAPABILITIES
FACEBOOKCATEGORIES
PARTNERCATEGORIES
CUSTOMAUDIENCES &LOOKALIKES
MAKING INSTAGRAM ACCESSIBLE TO ALL
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MAKING INSTAGRAM ACCESSIBLE TO ALLADVERTISERS
We are going to integrate directly into Facebooks API and tools to make it really easy for advertisers to buy, optimize their campaigns.
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