Are You Getting The Most Out Of Your Instagram Campaigns? - David Dweck Partner, Group Director - Search & Social, Mindshare
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Are You Getting The Most Out Of
Your Instagram Campaigns?
David Dweck
Partner, Group Director –
Search & Social,
Mindshare
Are You Getting The Most Out Of Your Instagram Campaigns? Getting the most out of your Instagram campaigns Presented by: David Dweck – Senior Partner, Group Director of Social and Search @Mindshare 4/29/2019
Instagram has become more than just another social media network – It has morphed into a great network to drive performance for brands of all shapes and sizes. This presentation will help you unlock greater performance for your brand on Instagram
What we’ll discuss • Why Instagram to drive performance? • Driving performance on Instagram • Campaign Objectives • Optimal Creative on IG • Generating a Target Audience • Test for Success • Measuring IG Campaign Impact • Key Takeaways
Why Instagram for Driving Performance
Massive and Ability to leverage Ideal format for
Strong ad tech
growing audience oodles of data driving results
• Continuing to • Native data • Full suite of FB ad • Mobile First
grow YoY • 3rd party data tech • IG Stories
• Applicable across • 1st party data • Many integrations • Engaged User
all industries • RTB Marketplace base
How Many People Worldwide Use Instagram? Top 5 Countries, Ranked by WhatsApp User
millions, % change and % of social network users, 2017-2022 Penetration, 2018 & 2019
989.1 % of smartphone users in each country
938.2
877.5 2018
804.4 1. Netherlands 85.1%
713.9 2. Spain 83.1%
598.2 3. Italy 83.0%
39.6% 4. Germany 82.0%
27.8% 28.9% 29.6% 30.0% 5. Finland 80.7%
26.2%
2019
23.5% 12.7%
9.1% 1. Netherlands 85.6%
19.3% 6.9% 5.4%
2. Italy 85.3%
2017 2018 2019 2020 2021 2022 3. Spain 84.3%
Instagram users % change % of social network users 4. Germany 83.4%
Note: internet users of any age who access their Instagram account via any 5. Finland 82.1%
device at least once per month
Source: eMarketer, Nov 2018
Note: smartphone users of any age who access their WhatsApp account
243147 www.eMarketer.com
via smartphone at least once per month
Source: eMarketer, July 2018
Growth will continue to be strong in 2019, at 12.7%. It 243159 www.eMarketer.com
will, however, be the last year of double-digit user gains
for the company globally, indicating that Instagram may In the US, where WhatsApp faces stiff competition from
not be able to continue making up for slowing—and for Apple’s iMessage, we expect just 9.9% of smartphone
some demographic groups, declining—user growth on users to use the chat app in 2019. Messenger user
Facebook’s core platform for much longer. penetration, on the other hand, will be at 54.9% of
smartphone users, or 130.0 million people.
But Facebook also has Messenger and WhatsApp to turn
to for user growth. While the latter has made only a small US Facebook Messenger and WhatsApp Users and
dent on the US chat app market, it has become the main Penetration, 2017-2022
messaging service used in many other parts of the world. 2017 2018 2019 2020 2021 2022
5 Fundamentals of driving
performance on Instagram
Clear Campaign Strong Creative is
Audience Strategy
Objective key
Clear KPIs (Fast
TEST TEST TEST!
Moving & Campaign)
Instagram campaigns can drive
performance for any brand’s objective Clear Campaign
Objective
Campaign Objectives
• Awareness
Upper •
•
Reach
Video Views
Funnel •
•
Post Engagement
Handle Follows
• Traffic
Mid- • Messages
• Event Responses
Funnel • App Installs
• Lead Gen
Lower- •
•
Conversions
E-Commerce Sales
Funnel • Store (foot) Traffic
Instagram campaigns focused on driving
upper funnel awareness Clear Campaign
Objective
Campaign Objectives Fast Moving KPI’s
• Awareness • Impressions & Ad Recall
Upper •
•
Reach
Video Views
•
•
R/F & Ad Recall
3 Second Video Views & VCR
Funnel •
•
Post Engagement
Handle Follows
•
•
Likes, Shares etc.
New Followers
Keys to Success Awareness &
Large Reach
Audience • Brand Lift Study Utilize MTA
• Sales Lift Study
Size & MMM for
Short
Video Views holistic
form Campaign • 3 second, 10
second and campaign
video Measurement completed views
impact
& Stills
Engagement & across all
Buy Follows channels
on • Use fast moving
R/F KPIs
Instagram campaigns focused on
driving mid-funnel consideration Clear Campaign
Objective
Campaign Objectives Fast Moving KPI’s
• Traffic • Site Visits & On Site Metrics
Mid- •
•
Messages
Event Responses
•
•
Messages & Responses
Sign Ups & Shares
Funnel • App Installs • App Installs and Opens
Keys to Success Traffic
Handle • Site visits
Inbound • Audience size Utilize MTA
• CPC (arbitrage)
Activity & MMM for
Events & holistic
Calls Campaign Messages
campaign
to • Responses
Action Measurement • Actions
impact
App Install across all
Off-App • App Uses channels
UX • In-App ROI
Functions
Instagram campaigns focused on
driving lower-funnel performance Clear Campaign
Objective
Campaign Objectives Fast Moving KPI’s
• Lead Gen • Leads & Clicks
Lower- •
•
Conversions
E-Commerce Sales
•
•
Conversions & Clicks
Sales & ROI/ROAS
Funnel • Store (foot) Traffic • Store Visits & Clicks To Map
Keys to Success Lead Gen
• ROI from Leads
Seamle • Lifetime Value
Utilize MTA
ss UX & MMM for
Conversions &
E-Commerce
holistic
Follow Campaign • Campaign ROI campaign
Through Measurement • Lifetime Customer
Value impact
Store (foot) across all
Trafic
Integrated • ROI from Visits
channels
Tracking • Lifetime Customer
ValueOptimizing for Instagram mobile feed –
We are in the “TL:DR” generation Strong Creative is
key
1.7
Seconds
.25
seconds =
ad recall
65%
watch 3
seconds
Use
Captions
Product Focused + Offer + Vertical Video + Captions +
on Videos
Product Focused + CTA
CTA CTA (6 seconds ideal)Optimizing for Instagram mobile feed –
Driving E-Commerce with IG Strong Creative is
key
IG E-Commerce
• Seamless e-commerce
experiences within IG App
• Keeping users on platform
increases action rate by
48% when compared to
driving users to purchase off
app
• Utilizing product focused
imagery > video based ads
• IG will continue to integrate
with top e-commerce
platforms to drive further
adoption of these ad typesInstagram Stories Are Amazing for Driving
Results and Telling Brand Stories
Strong Creative is
key
IG Stories Best
Practices
• Feature product
prominently
• Be authentic / not
overproduced
• Use clear calls to
action
• Stay on-brand (logo)
• ssInstagram Stories Are Amazing for Driving
Results and Telling Brand Stories
Strong Creative is
key
IG Stories Best
Practices
• Feature product
prominently
• Be authentic / not
overproduced
• Use clear calls to
action
• Stay on-brand (logo)
• ssInstagram Stories Are Amazing for Driving
Results and Telling Brand Stories
Strong Creative is
key
Telling Brand Story
via IG Stories
• Prompt user
engagement
• Use mix of
images, gifs and
videos
• Use clear calls to
action
• Stay on-brand
(logo)
• Provide seamless
user experienceLeverage Native and 3rd/1st Party
Data to build audiences
Audience Strategy
1st Party What to know:
3rdParty Audiences
Audiences
• Larger audiences are more efficient
• Segment audiences to optimize
Native IG performance
Audiences
• Look-a-likes work well on Instagram
• 3rd party data costs range from 5-15%
• Utilize 3rd/1st party data for cross-
channel targeting
Target AudienceUsing 1st and 3rd party data across
channels
Audience Strategy
What to know:
Instagram
• Audience overlap creates opportunity for
sequential messaging
• MTA and MMM allow for holistic
Online Video Programmatic measurement
• Injest as many cross-channel audiences
as possible
• Utilize a platform like 4C to see audience
overlap within socialTest creative and audiences to drive
performance during campaign
TEST TEST TEST!
Test
What to know:
Creative • Testing is the best way to continuously
lift performance on IG
Top Ad
• Segment audiences tightly to ensure
clean split test is performed
• Test audiences 1st then creative to
isolate variables
Test
Audience • Test landing pages and calls to action
Top
Audience
afterwards!Instagram Measurement Spectrum
What To Know:
Clear KPIs (Fast
When measuring Instagram Marketing programs, it’s important to adopt a broad Moving & Campaign)
view. Start towards the left hand side or middle of the chart below for your
initial programs and aim to move towards the right over time.
Multi-Touch Attribution (MTA) or Media Mix Modeling (MMM) are great indicators
of how IG performed in conjunction with all other media in market.
Incrementa
Incremental l Sales Lift Incrementa
Media Brand / Est Store Ecomm Leads /
Nothing HH Penetration % l $ and
Delivery Sales Lift Visits Metrics Conversions
(% Lift) (no ROAS, no ROAS
$)
Easier To Measure Harder To MeasureKey Takeaways
Clear Campaign Strong Creative is Clear KPIs (Fast
Objective Audience Strategy TEST TEST TEST! Moving & Campaign)
key
• Ensure campaign • Utilize Instagram • Utilize and • Test creative, • Know your
is goal oriented focused creative segment all audiences, calls measurement
(fast moving and (vertical, short audience types to to action and framework before
campaign KPIs) video, strong drive landing pages! launch
CTA) performance
• Case Study: Fast • Case Study: • Case Study:
moving KPIs • Case Study: IG • Case Study: Mix Testing audiences Baseline
drive 16% higher focused creative of native and 3rd lowered CPA by measurement lifts
sales lift. drives 62% lower party data lowers 52%. new campaigns
cost per action. CPM by 28%. 30%Thank You!
Any Questions?
Feel free to email me with any follow ups:
David.Dweck@mindshareworld.comYou can also read
