Since Instagram rolled out self-serve ads last year, marketers have been flocking to engage potential customers on the photo-sharing app. It’s no surprise, given the success of its parent company, Facebook.
Instagram ads became successful so quickly because it’s easy for advertisers to get up and running. Advertisers can set up Instagram campaigns from Facebook’s ad interface, and the same targeting options and ad formats are available. Most advertisers are already familiar with and comfortable with Facebook Ads, and since Instagram is an extension rather than an entirely new ad product, advertisers are more eager to give it a try.
Another important success factor is the ad format. Instagram is a full-screen mobile experience, and the ads follow suit. Rather than getting stuck in a sidebar or in a tiny mobile banner, brands get enough real estate to capture attention and tell a story. Instagram is a mobile product, and its ad experience lends itself well to mobile devices, unlike some other sites and apps that try to squeeze entire desktop web experiences (and ads) into a tiny screen.
Instagram has been quick to give advertisers what they want, particularly with mobile video ad opportunities. Most recently, Instagram rolled out 60-second video ads. The previous max was 15 seconds, which is pretty limiting, and advertisers were keen for more time in front of viewers.
However, there are still some issues preventing Instagram from becoming pure gold for advertisers. Because Instagram is traditionally a non-click environment, the platform has been cautious about rolling out links beyond the call-to-action buttons in its ads. That’s why you see so many brands and promoters referring to the links in their profile – users still can’t post clickable links along with their images. The only way to drive Instagram users to a website is through click-to-web ads, which are far more expensive than Facebook or Twitter. But even though Instagram is only pay-to-play, advertisers seem to be willing to pay up.
Instagram is in growth mode and has captured advertisers’ attention. It will be interesting to see what they roll out to keep advertisers happy in 2016.
Further Reading:
- Instagram is a hit with advertisers via MarketingDive.com
- Advertisers Embrace Instagram: Report Sees Further Potential In Video, Direct Response via AdExchanger.com
- Study: Instagram Ads Saw Massive Demand In 2015, Thanks In Part To Video Surge via MarketingLand.com
-Posted by Elizabeth Pace–
aspiringCMO 