15 May Advertising with Instagram
It was inevitable, only a matter of time before Facebook’s acquisition of Instagram into their online portfolio of engageable arenas, would offer advertising options. Will this new addition of an online social media marketing technique complicate or simplify our social media strategies?
In a recent blog post from Instagram for Business, the picture-perfect app announced there is, “A new way for brands to tell a story on Instagram,” which allows businesses to finally link outside of Instagram posts for the first time.
Instagram is promoting “carousel ads,” which will allow marketers to use multiple images presented to the user to better build their business and brand online with more interaction and engagement. By swiping left to scroll images within their mobile app, the user is taken through a carousel of different scenarios, hence the name.
Image courtesy of Adweek
To better understand how this could benefit both the marketer and consumer, the blog explains:
“One way to look at it is carousel ads bring the potential of multi-page print campaigns to mobile phones – with the added benefit of taking people to a website to learn more. For instance, a fashion company could use the carousel to deconstruct the individual products in a ‘look.’ An advertiser could showcase how multiple ingredients come together to make a delicious meal.”
The Magic of Clever Marketers
In the past, advertising on Instagram was nothing more than a mere post with no ability to interact, gain leads or engage with a consumer other than on a visual level. Leave it to some clever marketers over at Mashable to find a way around this deficiency.
Since Instagram does allow live links in their profile section, in most of their posts, they remind users who are curious or want more information on a certain topic, to visit them there as you can see in this example of one of their high-ranking, clickable posts with an excellent ocean view:
Image Courtesy of MarketingLand
Perhaps Instagram may have gotten a clue about including links from some of these popular posts from Mashable, whose CMO Stacy Martinet stated in an email:
“Instagram is one of Mashable’s most active and growing community platforms. As visual storytelling becomes an integral part of all social strategies we’re excited there’s a tool that helps to drive traffic back to Mashable’s world class content.”
Budget Band-aid or Feedback Forum?
In light of this type of information coming to the surface, it makes a marketing department wonder, did Instagram really listen to the feedback from advertisers, marketers and some of their app users as stated in their blog post …
“Since we began offering a way for advertisers to reach people on Instagram in 2013, we’ve heard from marketers that they want to tell sequenced stories in beautiful, compelling ways that lead to meaningful results for their businesses. We’ve also received feedback from the Instagram community that they are interested in learning more about a brand or product after they have been inspired by a sponsored photo or video.”
… or did they come up with this carousel method, which is actually conceptually solid, so that they could offer a professional advertising option and open a door to a new revenue-based advertising level for this unique social networking site?
One Last Insightful Quote
As another insight and possible piece to solving this new online puzzle for marketers and consumers alike, the blog from Instagram also states, and this is a much shorter quote, “In the coming weeks, you may see carousel ads and might notice variations of the format as we learn what people are most interested in and what performs best.”
After some time goes by, we can see the results and possibilities to this addition to online social media marketing.