Growth Marketing on Instagram: Finding & Scaling Success with Direct Response Advertising

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    11-Feb-2017

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PowerPoint PresentationGROWTH MARKETING ON INSTAGRAMFinding and Scaling Success with Direct Response Advertising1Instagrams potential as a powerful revenue driver for digital advertisers has only just begunAdvertising AutomationInstagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook. For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive. One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%. Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments.2Demographics: Whos on InstagramThe direct response advertising opportunityAd types and tipsCreative best practicesScaling direct response success3Demographics: Whos on InstagramAdvertising AutomationInstagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook. For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive. One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%. Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments. 4Demographics: Whos on InstagramSources: Instagram, May 2016; Pew Research, August 2015500+ million monthly active users80+ million photos shared per day3.5+ billion likes per day75% of users outside the US59% of users visit daily52% of teens 13-17 are users51%female users49% male usersAdvertising AutomationInstagrams user base is booming, with a community of more than 500 million monthly active members. Users on Instagram are also highly engaged. Every single day, Instagrams global user base posts an average of 80 million new photos and engages through more than 3.5 billion likes. According to Pew Research, 59% of those users visit Instagram daily. Since so many people use Instagram so frequently, its clear that browsing the app has become part of their regular mobile routine. Instagram is a global phenomenon, with 75% of users located outside of the United States. Instagram attracts both male and female users (51% and 49%, respectively) and includes a diverse range of ethnicities. Most notably, 52% of all teens ages 13-17 use Instagram, indicating that the mobile platform appeals to a younger demographic. If youre looking to reach a millennial audience, then Instagram is the place to be. 5The direct response opportunityAdvertising AutomationInstagram is one of the worlds largest mobile advertising platforms, second only to its parent company, Facebook. For advertisers that highly value revenue-generating performancelike those using Nanigans across ecommerce, retail, lead generation, gaming, mobile app development, online travel, and moreearly outcomes are impressive. One large ecommerce company achieved 179% return on Instagram ad spend with Nanigans in just 60 days. In a similar time period, another leading retailer increased Instagram purchase rates 219% using Nanigans software, nearly matching parallel purchase rates on Facebook, all while scaling budgets 266%. Data-driven advertisers have a huge opportunity to combine Instagrams massive mobile audience, Facebooks industry-leading targeting capabilities, and Nanigans advertising automation to drive real revenue from their advertising investments. 6Instagram is a direct response advertisers dreamEntirely mobile experience with beautiful native ad unitsOpen creative canvas to visually convey valueProven driver of purchase intentAll the power of Facebooks industry-leading targeting capabilitiesClear call-to-action buttons to inspire actionAdvertising AutomationInstagram is a direct response advertisers dream. The experience is entirely mobile, with native ads that are beautifully integrated into a highly visual stream of organic content. The nature of the platform gives direct response advertisers a powerful visual canvas to communicate value and inspire action among their target audience. Instagram benefits from Facebooks years of expertise building tools tailored for direct response. For example, advertisers on Facebook are familiar with Custom Audiences and lookalikes, which offer a simple and automated way to launch campaigns to audiences that are known to perform well. Products like this mean theres no need for a cold start on Instagram, and advertisers can reach high-value audiences right from the outset. In addition to the full power of Facebooks industry-leading targeting capabilities, other direct response innovations like clear call-to-action buttons on products including video and carousel ads make Instagram an increasingly attractive channel for performance marketers. The opportunity to increase purchase rates, acquire high-value mobile app users, or quickly scale your business subscriber base is huge. Instagram now has the scale, audience, and ad features to become a powerful driver of growth for todays savviest advertisers. 7Instagram ad typesAdvertising AutomationFor marketers who are well-versed with Facebooks direct response ad types, Instagrams offerings may seem familiar. While Instagram ads are backed by Facebooks robust targeting abilities, they also have unique specifications and requirements of their own. To ensure youre choosing the best ad type for your direct response objective, well review the growing variety of options available on Instagram.8Mobile app install adsDRIVE NEW USER ACQUISITION OR RE-ENGAGE EXISTING CUSTOMERSCREATIVE TIPS AND TRICKSShowcase 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 GameAdvertising AutomationShowcase in-app functionality, the device on which your app will be used, or someone from your target audience interacting with your app. If your app has a recognizable character or some kind of win screenlike a bonus level or promo codeexperiment with featuring it in your ad creative. 9Photo/link adsDRIVE SPECIFIC ACTIONS ON YOUR WEBSITECREATIVE TIPS AND TRICKSAlways test different imagery to discover strategies for driving your desired actionDont forget the copy: Experiment with variations in your messagingConsider including a visual or textual call-to-action in the image or ad copyAdvertising AutomationTest different copy variations to discover which words are driving site visits. Then, further optimize copy based on whats performing best for your campaign objectives (e.g. member registrations, purchases, sign ups, and more). 10Video adsTELL A STORY TO INSPIRE ACTIONCREATIVE TIPS AND TRICKSKeep 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 viewers attentionAdvertising AutomationBy default, Instagram autoplays video ads with no audio, and automatically loops at the end of the video. Make sure the first few seconds of your video include eye-catching visuals that will grab your audiences attention even without sound playing. 11Carousel adsTELL A NARRATIVE STORY OR SHOWCASE MULTIPLE PRODUCTSCREATIVE TIPS AND TRICKSUse 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 moreAdvertising AutomationTell a narrative story with each progressive image. Be sure your first image is compelling enough to prompt your audience to engage and scroll to see whats next. With a unique visual storytelling format, you can get creative to drive clicks to your website. 12Creative best practicesAdvertising AutomationInstagram is all about communicating visually, so its essential that your ad creative is eye-catching. Because users speak a visual language, its important to make sure that your ads adhere to creative best practices. Keep these six basic rules of thumb in mind as you create your Instagram ad campaigns.131. Lighting and detailMake 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 Advertising Automation1 LIGHTING AND DETAIL Make sure your Instagram images are high quality in order to fit in naturally with other photos on the platform. Avoid grainy or blurry images. When producing creative for your ads, choose natural lighting over harsh, artificial lighting. The more authentic your image, the better. 142. Classic compositionMakes 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 filtersAdvertising Automation2 CLASSIC COMPOSITION Photo composition basics go a long way on Instagram. Ads will be more appealing when you apply classic composition techniques such as the Rule of Thirds, balance, leading lines, and creative framing. Let your creative stand on its own by keeping things simple. Elements like borders or heavy photo filters can detract from your imagery, and subsequently distract viewers in your target audience. 153. Subtle brandingDont let your brand overshadow your contentIf you include your logo, make sure its subtleTry focusing on an iconic brand element or signature color for branding thats memorable, but not overpoweringAdvertising Automation3 SUBTLE BRANDING Dont let your brand overshadow your content. If youre going to include your logo in your ad creative, do so subtly. Otherwise, try focusing on an iconic brand element or signature color for memorable yet not overpowering branding. 164. Consistent visual messagingUse 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 dont read the ad copyAdvertising Automation4 CONSISTENT VISUAL MESSAGING Customers will understand and remember what your brand stands for when you use strong and consistent messaging across all your campaigns. Focus on a central idea that is conveyed in a storyline, a specific visual style, or a continuing theme. Make sure the image alone conveys this message so users can understand it even if they dont read the accompanying text. 175. Minimize textMake 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 imageAdvertising Automation5 MINIMAL TEXT Imagerynot textshould be the main focus of your ad creative. If you use text overlay in your photos, make sure it covers less than 20% of your image. Alternatively, try sharing the accompanying text in the ad caption instead of on the image itself. 185. Mobile optimizationInstagram 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 designAdvertising Automation6 MOBILE OPTIMIZATION Ads only appear in Instagrams native mobile apps on iOS and Android, where the overwhelming majority of users browse the site. Since Instagram is an inherently mobile platform, its crucial that your ad creative is designed with smaller screens in mind. Equally as important is that ads link to mobile optimized landing pages. Dont forget to keep the customer journey smooth by aligning branding and messaging across your ad creative and landing page design. 19Scaling direct response successAdvertising AutomationOnce you start achieving strong performancewhether thats increasing purchase rates, growing your apps install base, or driving high-quality leadsyoull need to know which tactics and targeting strategies work best. With that knowledge, you can replicate and scale your success in a much more sustainable way.For digital marketing teams looking to power true business growth through Instagram, advertising automation software like Nanigans can be critical to their success. Here are just a few of the Nanigans tools and tips behind some of the best-performing direct response campaigns on Instagram.20Advanced cohort analysisBreak up performance data into segmented cohorts, and then visualize patterns and opportunities across the customer lifecycleIdentify patterns behind your top performing ads and replicate those strategies to drive higher ROI at scaleAdvertising AutomationCOHORT ANALYSIS This powerful tool breaks up performance data of common characteristics or experiences into segmented cohorts, and then visualizes the data so you can easily identify patterns across the lifecycle of a customer. By identifying top performing ads and deciphering what made them a success, you can replicate those attributes to ensure that your future ads drive similar results. 21Automated, ROI-driven creative testingAutomatically create thousands of creative combinations and quickly test which perform bestUse automation to intelligently promote only the creative driving the highest ROIAdvertising AutomationCREATIVE TESTING Because Instagram is all about the visuals, you want to make sure that youre putting the best possible creative in front of your audience. Automated creative testing in Nanigans automatically promotes ads based on performance, ensuring that the image and copy combinations best suited to drive your desired results are prioritized over all others. 22Performance control at scaleWhile 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 lineAdvertising AutomationSTOP LOSS While scaling Instagram ad campaigns, youll want to avoid exceeding your target CPA and instead work towards meeting your yield goalencompassing your targets for both overall spend volume and return on that ad spend. Nanigans Stop Loss protection tool will monitor each individual ad in your campaign and automatically pause ads that are under-performing. 23Closed-loop, cross-device attributionUnderstand 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 scaleAdvertising AutomationCLOSED-LOOP ATTRIBUTION Understanding which campaigns and channels are delivering the strongest returns is the first step toward scaling your success. Because Instagram is a natively mobile platform, closing the loop on attribution across devices enables you to more intelligently optimize toward lifetime value and attribute revenue back to specific efforts.Implementing tracking pixels on desktop and the lightweight Nanigans SDK on mobile is the best way to paint a complete picture of your return on ad spend on Instagram. You can reliably correlate engagement on one device with resulting revenue-driving behavior on another, so you can more quickly replicate results across desktop, mobile web, and mobile apps. 24Custom audiences and lookalikesFor 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 audiencesAdvertising AutomationCUSTOM AUDIENCES AND LOOKALIKES Instagrams personalized targeting capabilities help you do everything from retargeting lapsed app users to attracting new high-value purchasers based on your best and most loyal customers. Pairing custom audiences with lookalike audiences takes the guesswork out of scaling user acquisition and retention, leading to increased revenue on Instagram. 25Its only the beginning for InstagramAdvertising Automation26The time to capitalize on Instagram advertising is nowReach 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 engineAdvertising AutomationAdvertiser interest in Instagram is skyrocketing, and with good reason. This fast- growing visual community provides digital marketers with the unique opportunity to reach a large, young audience and drive measurable direct response performance through beautiful and engaging ads. The bar for quality is high, but marketers can ensure greater return on ad spend with a solid foundation of knowledge of Instagrams potential and the creative techniques that keep ads running at peak performance. Through testing new concepts and scaling initial success using advertising automation, in-house marketing teams can turn Instagram into a cornerstone of their digital advertising strategydriving true business growth on a massive scale. 27Thank you!Advertising Automation28