This presentation was presented at a #komfowebinar about Instagram advertisement. About the topic: Instagram is one of the most important and potential tools for reaching out and engaging your business audience. Also Facebook’s purchase of Instagram suddenly makes sense as the platform now is a part of Facebook’s advertising tools. Today you can be visible to your customers and target audience no matter if they follow your Instagram account or not. And yes, we have added this functionality to Komfo. In this presentation, The social media experts, and podcast stars, Peter Svejgaard and Hans Tosti will give you the latest and greatest updates about how to integrate Instagram in your social media strategy. What you can learn from this presentation: - Who are on Instagram today and what do they do there? - When are businesses relevant in the culture of Instagram? - What about content? What’s the do's and don’ts? - How do we make our presence personal and inspiring? - Why should I spend money on advertising on Instagram and how do I get return on investment?

1. Instagram webinar
#komfowebinar

2. Introduction
Peter Svejgaard – Spies Rejser Hans Tosti - Komfo

3. Instagram
400.000.000
monthly active users
worldwide
that post 80.000.000 photos and like 3,5 billion times daily

4. Instagram
1.200.000
monthly active users

5. Instagram

6. Instagram
2.200.000
monthly active users

7. Instagram

8. “Capture and share the world’s moments”

9. Relevance on Instagram

15. Cinemagraph

16. Dos
and
don´ts
Dos
16
Don’ts
• Hashtags.
Use
the
right
ones.
Create
one
yourself,
or
use
the
ones
your
community
already
are
using.
• Regram/Reshare
pictures
from
your
community.
• Be
engaged
to
get
engagement.
Like
pictures,
be
a
part
of
the
conversaEon.
• Use
Geo-­‐tagging
to
extend
your
reach
• It´s
your
party.
Be
a
good
host,
but
also
a
good
doorman.
• Invites
guests
to
publish
for
you.
• SegmentaEon
x
100
• Random
hashtagging
#likeforlike
• Be
spammy,
and
post
too
many
pictures
in
a
day,
or
even
worse
several
pictures
at
one
Eme.
• Be
pushy.
This
is
not
another
banner-­‐ad.
• Publish
irrelevant
content
Be
engaged
to
get
engagement

17. External
engagement
17
Your
own
hashtags
The
“naEve”
hashtag
Use
the
voice
of
your
community

18. • Don’t forget the great story!
• Your content must fit in the culture of the platform
• The best performance is achieved if you let go of
your print advertising aestetics
(The 20 % rule also apply for Instagram ads)
• Segmentation is ”everything”!
• Please don’t make Instagram a classic push
media
Relevancy, relevancy, relevancy!

19. World’s first Instagram Ad

20. • Bidding by CPM as well as CPA
• Call to action buttons like on Facebook
• You can’t transfer an organically
distributed post to an ad.
Everything is “dark post”.
• 30 sec. video play
(but don’t reuse your TVC!!!)
• If you have a substantial budget, carousel
ads are available as insert order.
• So, how do you monitor comments?
What can you do with ads?

21. Carousel ads
Wendy’s oplevede 20 % bedre ads recall med carousel

22. Hmmm…

25. A great example
No sad faces!

28. Spies Instagram ads.
2
Use
the
voice
of
your
community
Audience:
Couples
25-­‐40
–
who
has
seen
the
full
movie.
Text:
Couples
who
sweat
together,
stay
together.
Book
an
acEve
holiday
(link)
Couples
who
sweat
together,
stay
together.
Book
an
acEve
holiday
(link)
It
can
get
a
li^le
awkward
if
your
mom
is
pushing
to
hard
to
get
a
grandchild.
Book
an
acEve
holiday
(link)
Audience:
Single
men
25-­‐40
–
who
has
seen
the
full
movie

29. Hans Tosti
hat@komfo.com
+ 45 20 21 78 50