Instagram Paid Marketing

1. Instagram Paid Marketing
Kari Kowalski

2. “Online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos and share them on a variety of social networking platforms such as Facebook, Twitter, Tumblr and Flickr”
“Fun, Quirky way to share your life with friends through a series of pictures”
Parent Company is Facebook
What is Instagram?

3. You can take a picture with your smart phone, then upload it onto your Instagram app
Once on the Instagram app you can choose different filters, adjust brightness, rotate your picture and enhance certain objects in your picture
Also there are video capabilities
Follow people and like their pictures!
How does Instagram work?

4. 150 million users
Urban, youthful individuals with a skew towards women – about 68%
90% of the users on Instagram are under 35
18-34 is the age bracket that media brands target
Most posts come on Thursday’s but Sunday is most effective
9pm-8am – Non-Business Hours
Who Uses Instagram?

5. Released around October 2013
“Test Pool” – Levi’s, Ben & Jerry’s, GE, PayPal and others
Uses your likes and dislikes, who you are friends with and will target what ads you get based on that
Targeting is key because of there is the option to hide the ad at the bottom of the photo
Toyota Example
Instagram Paid Marketing

6. Instagram has never commented on what it really costs to put a an ad up
Researchers have some estimates that vary from $350,000 to just under $1 million for a month
But based on CPM’s – factors like target audience and reach frequency
Cost Structure

7. For brands during business hours they get about 16.31 interactions
Not during business hours only about 15 interactions
Content needs to be visually appealing
Relevant tags
Contests and Promotions
Link to other social media
Use Video
Track Success – plan and set goals then follow up
Most Effective Practices with Instagram

8. Targeting specific audiences through Facebook will be effective
Use of video feature will be most effective
Post pictures of fundraisers on Instagram with link
Look at bigger brands to partner with
HotelTonight – first start-up company to use ads
AltheteTrax Strategies

9. http://www.matchsticksocial.com/blog/instagram- rolls-out-paid-ads
http://www.jacobpritchard.com/blog/instagram-takes- a-cautious-approach-to-paid-content
http://www.adweek.com/news/technology/how- hoteltonight-s-first-instagram-ad-came-together- 159461