growth marketing on instagram: finding & scaling success with direct response advertising

GROWTH MARKETING ON INSTAGRAMFinding and Scaling Success with Direct Response

Advertising

Advertising Automation

Instagram’s potential as a powerful revenue driver for digital advertisers has

only just begun

Demographics: Who’s on InstagramThe direct response advertising opportunityAd types and tipsCreative best practicesScaling direct response success


Demographics: Who’s on Instagram


Demographics: Who’s on Instagram

Sources: Instagram, May 2016; Pew Research, August 2015

500+ million monthly active users

80+ million photos shared per day

3.5+ billion likes per day

75% of users outside the US59%

of users visit daily52% of teens 13-17 are users51%

female users49% male users


The direct response opportunity


Instagram is a direct response advertiser’s dream

Entirely mobile experience with beautiful native ad unitsOpen creative canvas to visually convey valueProven driver of purchase intentAll the power of Facebook’s industry-leading targeting capabilitiesClear call-to-action buttons to inspire action


Instagram ad types


Mobile app install ads

DRIVE NEW USER ACQUISITION OR RE-ENGAGE EXISTING CUSTOMERSCREATIVE TIPS AND TRICKS

Showcase in-app functionalityFeature the device on which your app is usedHighlight someone in your target audience engaging with your appLeverage call-to-action buttons like Install Now or Play Game


Photo/link ads

DRIVE SPECIFIC ACTIONS ON YOUR WEBSITECREATIVE TIPS AND TRICKS

Always test different imagery to discover strategies for driving your desired actionDon’t forget the copy: Experiment with variations in your messagingConsider including a visual or textual call-to-action in the image or ad copy


Video ads

TELL A STORY TO INSPIRE ACTIONCREATIVE TIPS AND TRICKS

Keep in mind videos will auto-play on most devices (depending on internet connectivity)Sound is muted by default, so optimize your videos to convey value without sound Make the first 3 seconds of your video as eye-catching as possible to capture viewer’s attention


Carousel ads

TELL A NARRATIVE STORY OR SHOWCASE MULTIPLE PRODUCTSCREATIVE TIPS AND TRICKS

Use each progressive image or video to tell a compelling storyChoose a visually-appealing image or video for the first frame so viewers will scroll to see more


Creative best practices


1. Lighting and detail

Make sure images and video are high quality in order to fit in naturally with native imagery on InstagramAvoid grainy or blurry creativeChoose natural lighting over harsh, artificial lightingThe more authentic your visuals, the better


2. Classic composition

Makes ads more appealing by applying classic composition techniques like the Rule of Thirds, balance, leading lines, and creative framing Keep images simple and compellingAvoid distracting elements like borders or heavy photo filters


3. Subtle branding

Don’t let your brand overshadow your contentIf you include your logo, make sure it’s subtleTry focusing on an iconic brand element or signature color for branding that’s memorable, but not overpowering


4. Consistent visual messaging

Use strong and consistent messaging across all your campaigns so customers will understand and remember your brand Focus on a central idea that is conveyed in a storyline, a specific visual style, or a continuing themeMake sure the ad imagery alone conveys your message so users can understand it even if they don’t read the ad copy


5. Minimize text

Make sure imagery is the main focus of your ad creative, not textTry sharing the accompanying text in the ad caption instead of on the image itselfIf you use text overlay in your photos, make sure it covers less than 20% of your image


5. Mobile optimization

Instagram ads are mobile-only, so design your creative with a smaller screen in mindEnsure your landing pages are mobile optimizedKeep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design


Scaling direct response success


Advanced cohort analysis

Break up performance data into segmented cohorts, and then visualize patterns and opportunities across the customer lifecycle

Identify patterns behind your top performing ads and replicate those strategies to drive higher ROI at scale


Automated, ROI-driven creative testing

Automatically create thousands of creative combinations and quickly test which perform bestUse automation to intelligently promote only the creative driving the highest ROI


Performance control at scale

While scaling campaigns, reducing risk of under-performing ads is critical for maintaining high ROIIn Nanigans advertising automation software, stop loss protection tool monitors every individual ad against specific performance targets, pausing ads hurting the bottom line


Closed-loop, cross-device attribution

Understand where ROI is coming from when you can attribute purchases on one device to an ad served on anotherWith Nanigans, desktop tracking pixels and a mobile SDK paint a complete picture of return on ad spend, so you can more strategically optimize campaigns for scale


Custom audiences and lookalikes

For targeting, use custom audiences to do everything from retargeting lapsed app users to attracting new high-value purchasers based on your best and most loyal customersScale returns by creating lookalike audiences based on your highest-performing audiences


It’s only the beginning for Instagram


The time to capitalize on Instagram advertising is now

Reach a growing large, young audience with engaging adsDrive measurable direct response performance through beautiful and engaging adsTest and scale success using advertising automation to turn Instagram into a powerful growth engine


Thank you!

growth marketing on instagram: finding & scaling success with direct response advertising

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