Instagram Paid Ads
Every day, more than 500 million people log into
Instagram to connect with friends, family, and
passion points.
Context Trumps Content
100% of Instagram ad inventory is on mobile, so advertisers need to adjust content aspect ratios to maximize their real estate on a handheld device. Vertical formatting is a small tweak that can have a significant impact on advertiser success. The more screen time and space a creative gets, the more likely it is to grab the user’s attention.
Vertical creative also opens up additional inventory via Instagram Stories. Brands routinely see more efficient results when supplementing their campaigns with placements in Stories (which boasts over 300MM monthly active users).
Instagram recently rolled out the Story Carousel ad unit which takes advantage of the twitchy behavior of users as they quickly thumb through stories. Advertisers can use these carousels to stitch together three consecutive videos, giving every impression slot three opportunities to grab the user’s attention, all in a single cohesive story-telling ad unit.
Ideally, brands should be creating content tailored in theme and in format specifically for the Stories placement. That said, Instagram recently launched tools to allow advertisers to automatically adjust existing creative to fit the full-screen story format. Depending on the size of the asset, Instagram can blur the edges of photos or videos to fit seamlessly between user-stories. This simple modification to campaigns can lead to significant boosts in efficiency with no incremental creative costs.
For additional guidance on creating content for Instagram Stories, Facebook IQ’s write-up is helpful. As Instagram continues to refine its offering, these fast-paced and mobile-optimized storytelling assets will continue to be tremendously efficient drivers of business results when placed in front of the right users.
Tapping Into Culture
There are countless interest niches on Instagram, ranging from the everyday to the bizarre, and all present unique opportunities for brands to insert themselves into social trends. Perhaps the most significant phenomenon on the platform has been the explosion of meme culture.
Memes use humor to convey cultural idiosyncrasies in a digestible format -- they are the digital manifestations of ideas or feelings that everyone is familiar with but oftentimes unable to describe.
Many influencers have capitalized on meme culture, with accounts such as @betches and @beigecardigan racking up millions of followers by creating and aggregating memes from across the internet. In 2018, memes are as indigenous to Instagram as carefully curated travel photos, which creates a fascinating white-space for advertisers to explore.
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