Instagram’s over 400m mobile users are highly engaged. They upload 80m photos and like 3.5 billion posts per day. Yet only 33% of marketers are using Instagram vs. 93% for Facebook despite the fact that the average order value for Instagram is €65 vs. €55 for Facebook. This presentation will focus on how to effectively harness the power of Instagram as an acquisition and retention tool. Utilising high engagement of users on Instagram where you can compete with big names Creating visual content and growing a relevant following Paid media options and tools – strategy to implement and what to avoid

1. Instagram Marketing
Gavin Flood
Marketing Director, EMEA
AdRoll

2. Gavin Flood
Marketing Director, EMEA at AdRoll

3. The Insta Facts

4. Source: Selfstartr
The Insta Facts

5. Got good photo’s?
Then you’re pretty much there

6. Source: Selfstartr
The Insta Facts

7. The Insta Facts
Source: Selfstartr

8. The Insta Facts
Source: Selfstartr

9. Anatomy of an Instagram ad

10. Disclosure
Required for all native ads.
Image links to
landing page
Double tap => a like
Single tap => takes the user to
your landing page.
Call-to-action button
Install Now | Learn More | Sign-up
Advertiser’s name
will appear in all lower case
Likes
Caption
Max limit 300 char;
recommend 125 char

11. Benefits of Instagram Ads

12. Native ads match the form and function of the platform upon which they appear.
Native Inventory

13. Disclosure
Required for all native ads to point
out that this is an ad.
100% share
of voice
Native Inventory

14. Drive traffic from the feed
Canvas | LeoCanvas | Leo

15. Cross-Device

16. Reach Beyond Organic Posts
Reach over 500M, highly-
engaged* global users.
*Instagram users contribute
80 million photos and over
3.5 billion likes per day.

17. Facebook targeting

18. Carousel Ad Units
Carousel ads showcase more than 1 image
Can be used to share a narrative or to showcase
multiple different products or benefits.

19. source: business.instagram.com
Call-to-action (CTA) Buttons

20. Best Practices

21. Mobile-friendly destination page

22. Canvas | Leo
Post-click experience

23. Canvas | Leo
Post-click experience
Canvas | Leo
Buy now

24. Use the CTA buttons
source: business.instagram.com

25. Leo Daypack | Commuter
Your new favorite commute buddy, the Leo Daypack.
Perfect for your daily bike ride.
WWW.CANVAS.COM
Canvas
Align your campaigns
AdRoll helps you align
campaigns across web,
Facebook, Instagram,
and more

26. source:
business.instagram.com
Encourage swiping through
Tease with one panel of a larger image
Highlight different aspects of a product
Go step-by-step to tell a story
Don’t forget to use your caption
Audi
Carousel Ads

27. EVERLANE
source:
business.instagram.com
Focus on craft
A/B test
Creative best practices

28. Refresh Creative
Capture them with a caption
Creative best practices
source: business.instagram.com

29. Creative best practices:
Align creative with goals
Keep ads branded
Focus on craft
A/B test
Refresh creative 2-4 weeks
Capture users with a caption
Make sure your landing page is mobile-friendly
Use the CTA button
Align your campaigns across channels
Encourage swiping through carousel ads
Best Practices

30. But what and how
does engagement work on Instagram?

31. 1. Post Consistently & Strategically
2. Use Hashtags Wisely
3. Interact
5. Work with Influencers
4. Host Contests & Giveaways

32. adroll

33. Questions?