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Instagram Paid Marketing
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Instagram Paid Marketing Kari Kowalski
“Online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos and share them on a variety of social networking platforms such as Facebook, Twitter, Tumblr and Flickr”
“Fun, Quirky way to share your life with friends through a series of pictures”
Parent Company is Facebook
What is Instagram?
You can take a picture with your smart phone, then upload it onto your Instagram app
Once on the Instagram app you can choose different filters, adjust brightness, rotate your picture and enhance certain objects in your picture
Also there are video capabilities
Follow people and like their pictures!
How does Instagram work?
150 million users
Urban, youthful individuals with a skew towards women – about 68%
90% of the users on Instagram are under 35
18-34 is the age bracket that media brands target
Most posts come on Thursday’s but Sunday is most effective
9pm-8am – Non-Business Hours
Who Uses Instagram?
Released around October 2013
“Test Pool” – Levi’s, Ben & Jerry’s, GE, PayPal and others
Uses your likes and dislikes, who you are friends with and will target what ads you get based on that
Targeting is key because of there is the option to hide the ad at the bottom of the photo
Toyota Example
Instagram Paid Marketing
Instagram has never commented on what it really costs to put a an ad up
Researchers have some estimates that vary from $350,000 to just under $1 million for a month
But based on CPM’s – factors like target audience and reach frequency
Cost Structure
For brands during business hours they get about 16.31 interactions
Not during business hours only about 15 interactions
Content needs to be visually appealing
Relevant tags
Contests and Promotions
Link to other social media
Use Video
Track Success – plan and set goals then follow up
Most Effective Practices with Instagram
Targeting specific audiences through Facebook will be effective
Use of video feature will be most effective
Post pictures of fundraisers on Instagram with link
Look at bigger brands to partner with
HotelTonight – first start-up company to use ads
AltheteTrax Strategies
http://www.matchsticksocial.com/blog/instagram-rolls-out-paid-ads
http://www.jacobpritchard.com/blog/instagram-takes-a-cautious-approach-to-paid-content
http://www.adweek.com/news/technology/how-hoteltonight-s-first-instagram-ad-came-together-159461