About a year and a half ago, Instagram launched ads but kept access strictly limited. After experimenting with selective organisations and opening up to 8 markets, the platform has finally confirmed that it has opened the self-serving advertising features to 30 more countries this month, and will further see countries being added to the list from September 30th.
Using the technology and data from its parent company Facebook, Instagram offers businesses great potential to reach their market through targeted ad campaigns aimed at interest-based audience. So far, pricing on Instagram has been relatively higher than Facebook, averaging $6.70 for cost-per-thousand (CPM) however this is expected to go down as more advertisers come on board, says Kenshoo, a marketing software company and selected support partner for Instagram advertising.
Click-through rates on Instagram ads look quite promising; with users being two and a half more likely to click on the ads than on other social networks, according to Kenshoo.
Instagram has been notoriously known for limiting the types of photos and content users can post, including their ban on any kind of links accompanying post updates. However, advertisers have a few new options not available to regular users, which I am looking forward to testing out:
- Advertisers can post videos that are 30 seconds long (the limit for regular users is 15 seconds)
- Advertisers can include one of five different ‘call to actions’ including links to their website, shop or installing a new app (similar to the ‘call to action’ buttons currently present on Facebook – see image).
- Advertisers have access to Marquee – a new premium product that lets you “own a moment” by driving mass awareness and expanded reach in a shorter time-frame. This is ideal for big events like product launches or movie releases.
For the general user base (as well as advertisers), Instagram began allowing horizontal and vertical photos in it’s recent app update – something the platform has prevented users from having for a long time.
I’m looking forward to seeing where Australia sits on the list of Instagram’s expansion, and will share more with you soon. If you’re new to Instagram, we have a FREE guide to get you started on the platform. Check it out below.
Follow me (@patgudhka) on Instagram and let me know your thoughts in Instagram ads in the comments below.