The latest worldwide release of the advertising platform opens the platform up to a global audience, with Instagram hoping Australian businesses will want to reach the 5 million monthly users in Australia via paid efforts. Until Wednesday, Instagram ads had only been available in a select few countries, including Australia.
Case studies published by Instagram highlight impressive results: Retailer Gilt Groupe turned to Instagram to win new customers, and ran a campaign that drove an 85% lift in app installs; designer furniture retailer Made.com’s ads yielded a 10% order value increase versus its benchmark. We Are Social noted that at a recent private event Instagram revealed they had seen a 30 per cent growth in the last 12 months.
As part of the announcement, Instagram will allow advertisers to run 30-second video ads including landscape sized ads (meaning businesses can easily port their television commercials into Instagram ads).
Commerce and app install ads will make the photo network more valuable to merchants wanting a targeted return on investment. Facebook (owner of Instagram after their 2013 acquisition of the photo conversation service) have opened up its basic ad interface and the Ads Power Editor to marketers running Instagram ad campaigns.
This will make the interest and demographic targeting features a valuable ad option for business.
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