Ask What Instagram Can Do for You
With so many “Shop Now” and “Buy Now” buttons on social media and one to come on Google, what makes the one Instagram officially launched on Tuesday so different? Ben Hordell, a partner at Edgewater, N.J.-based digital marketing and advertising firm DXagency, provides Target Marketing with three points of comparison.
Hordell emailed his responses on Wednesday, shortly after Instagram’s Tuesday announcement in its blog post regarding the officially launched e-commerce options. (Target Marketing published an article in August 2014 about Instagram testing the ads.) Pictured are Instagram’s call-to-action options shown in the company’s Tuesday post. The CTA options above include “Shop Now,” “Install Now,” “Sign Up” and “Learn More.”
“Across more than 475 campaigns measured globally with Nielsen Brand Effect, ad recall from sponsored posts on Instagram was 2.9 [times] higher than Nielsen’s norms for online advertising,” according to Instagram’s announcement.
Part of that may be the engagement of Instagram’s audience. In January 2015, the Pew Research Center provided a few insights.
“Some 26 percent of online adults use Instagram,” according to the research, “up from 17 percent in late 2013. Almost every demographic group saw a significant increase in the proportion of users. Most notably, 53 percent of young adults ages 18 [to] 29 now use the service, compared with 37 percent who did so in 2013. Besides young adults, women are particularly likely to be on Instagram, along with Hispanics and African-Americans, and those who live in urban or suburban environments.”
Here’s why Hordell says the Instagram ads may work for marketers:
1. Marketers will have a plethora options when it comes to Instagram’s new suite. Fashion brands will be able to drive sales through impulse buys with “Shop Now.” Travel, entertainment and dining businesses can benefit from “Book Now.” Media companies can drive traffic with “Learn More,” and brands with a mobile app presence or service can drive app downloads immediately from customers using their phones.
Related story: Instagram’s New E-commerce Options