WHAT’S INSTAGRAM? At its heart, Instagram is a photography application developed around a community that expects highly curated, artistic images. Recently, it’s gained massive adoption, especially with younger users:
WHY SHOULD BRANDS CARE? Instagram places images front and center, providing brands with 100% share of voice at one specific moment in time and enabling participants to see the world through the brand’s lens. As a result, Instagram has become an unfiltered branding platform that helps brands evangelize messages—including what they’re adding to the world and what they want to be known for. Instagram images from brands aid in shifting brand perception and driving brand/product affinity and awareness. PAID ADVERTISING OPPORTUNITIES: 2014 In 2014, Instagram will open its ad platform to 40–50 additional brands. To leverage Instagram’s ad platform, brands must meet the following criteria:
As Instagram ads role out on a larger scale, they’ll feature targeting based on demographics (gender, geo, age) and broad interests. Similar to Facebook and Twitter, Instagram will likely role out more advanced targeting options as it further develops its capabilities. Instagram may also alter audience targeting options by integrating user feedback as it starts to collect data from users who’ve been exposed to ads. Instagram doesn’t plan on opening its ad platform to programmatic buying, but rather will continue to offer large impression and reach buys on an insertion level. Although Instagram is owned by Facebook, it intends on maintaining separation from Facebook’s advertising platform. BEST PRACTICES for BRANDS Successful brands use Instagram to speak to a moment in time that is synonymous with their brand image. For example, with the release of its seasonal Pumpkin Spice Latte, Starbucks used “#PSL” to post artistic photos of pumpkin-themed images and encouraged participants to do the same. Brands can also benefit from using both traditional and “Instagram” photography techniques to resonate with users, such as symmetry, landscape images, “on the table” food/table settings images, and images of neatly organized items. To prepare for the upcoming 2014 Instagram advertising opportunity, brands should:
For help developing your 2014 Instagram advertising strategy—and leveraging the platform—contact Performics today.