Advertising on Instagram: new ways to sell online are coming

There are new ways to create advertising on Instagram: with “Collection Ads” users will be able to buy services or products without leaving the platform.

With about 16 million active users per month in Italy and an engagement 10 times higher than that of Facebook , Instagram is confirmed as one of the fastest growing social networks of 2018.

Especially for the age group ranging from 18 to 29, early millennials who today represent an interesting and strategic audience for many companies.

The consumers of today who will also be the consumers of tomorrow, in short.

And this is precisely the reason why the ways to advertise on Instagram are different, diversified and constantly updated.

Latest news? The test for the so-called ” collection ads “, which someone may have seen in action on Facebook .

Through this type of social advertising , users will be able to see products and complete purchases on Instagram , without leaving the platform. Let’s see what it’s about.

Credit: Instagram / Composite by Ad Age

New Instagram advertising, new steps towards e-commerce

The collection ads combine basic video and images with which you can interact directly. A mix that seems to bring excellent results in terms of conversions and engagement .

This is a full-screen ad reminiscent of Facebook’s Canvas ads and is a great opportunity for brands , especially those looking to increase online sales . But also for Instagram itself.

Its direct rival, Snapchat , recently integrated the e-commerce card with the Snap Store . The platform’s in-app store currently offers social media merchandising , but it’s clear it’s a test for experiencing ecommerce in the app.

The Instagram numbers are there. 90% of the top 100 brands in the world have a social presence and 50% of users follow a corporate channel. Ad revenue was over $ 1.86 billion in 2016, up 144% from 2015.

Today, at the beginning of 2018, we are at 3.64 billion . An exponential growth that with this last possibility could increase further, up to a forecast of 6.64 billion at the end of this year. [ Source: Statista ] And to carve out a leading position in the competition with Snapchat.

With the “Collection Ads” you can buy on Instagram

Instagram is a ‘visual shop’ for business and we are seeing more and more people looking for businesses on the platform. About two-thirds of Instagram business profile visits come from people who don’t yet follow them – that’s how many businesses are finding new customers.

said Sheryl Sandberg, Chief Operating Officer of Facebook ,

The first brands to experiment are fashion and beauty brands, Revolve and Birchbox , a really important market on Instagram. But he is not the only one who can take advantage of this opportunity.

All companies that sell any type of product online can enjoy various benefits. Instagram will never be able to compete with Amazon, of course. And it doesn’t pretend to go that far. However, this does not mean that it cannot be a great way to reach the right consumer, at the right time, with the right message.

Which is the key to success in selling online .

How collection ads work on Instagram

Warning: being in the test phase, it is not yet clear how it works, but it is likely to trace the collections of Facebook:

  1. In the app, users will see images or videos with at least two related miniature products.
  2. By interacting with the ad, users access a full-screen experience that loads quickly.
  3. They will then be able to view more products or find out more about the characteristics of a specific one.
  4. Finally, the purchase: by configuring the advertising, users can complete the action by buying directly in the app or on the official website.

How much does it cost to advertise on Instagram?

This question sounds trivial, but it is a request that is often asked. In reality there are no limits , because it always depends on the budget you have and the objectives . Sometimes it is more useful to plan an influencer marketing activity , other than a call to action in the news feed.

A campaign can be much more effective on Instagram than on Facebook, because for the same investment the number of unique users could be double. But it is always a question of having clear ideas and understanding what is the ideal means to intercept the right user. To answer the question adequately, it is therefore necessary to:

  1. Having clear objectives, possibly diversified over the short and long term.
  2. Allocate a portion of the exclusive budget for media campaigns, planned by objective.
  3. Experiment on different “strategic” audiences and monitor performance.
  4. Capitalize on the results and optimize subsequent campaigns based on them.
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