Should you be advertising on Instagram?
It wasn’t until I started thinking about this blog post that I realised just how much my news feed is riddled with ads. I knew that Instagram ads were coming and I remember when I saw my first one, but since then they have been sneakily increasing without me even noticing.
It makes sense, with over 400 million active users, it’s the perfect space. The audience is still massively engaged and early adopters of the Insta-ad scene are reaping the benefits of lower CPC’s than other social networks such as Facebook, Twitter and LinkedIn, and we (I put myself in this category) are more likely to double tap or click as they are still new and interesting, and we haven’t yet developed fatigue towards them.
To give you an idea of just how engaged we are, let me share with you how I consume Insta on the daily. The first thing I do when I wake up is scroll through the news feed, and I don’t stop until I reach the content I viewed the night before. Repeat at lunch time. Repeat before bed. No insta image will go unseen! I’ve had this conversation with friends and I’m not alone, it’s one of the many ingredients that makes up what we call Insta-ettiquette; or maybe Insta-obsession is a more accurate term.
Another reason to jump on the band wagon of Instagram is to take advantage of the precise targeting. Insta targeting is based off of Facebook’s data, meaning you can pretty much find your perfect audience – whether it is interest based, demographics, and even custom audiences. What’s even better is they’ll be much more engaged than they currently are on Facebook.
My two favourite television ads at the moment have also popped up on my Insta-feed. Myer – Where Christmas Comes for Christmas, and Emirates – A380 featuring Jennifer Aniston. I’ve seen them both a few times now and I still stop scrolling to watch. They’re highly visual and engaging on both big and small screens.
But we mustn’t get carried away, not all brands are guaranteed success with Insta-ads. Although there are millions of users, they’re focussed at the younger end of the spectrum so generally corporate B2B brands who target older generations might not deliver the same results, as their target audience are unlikely to have an Instagram account.
In saying that, if you’re trying to reach a younger audience and your brand looks and feels good, then I would be jumping on board and taking advantage of this gold mine before it’s gone.