The Best UGC Instagram Campaigns, Picked by Yotpo's Head of Design
Instagram Marketing in 2017: Running Successful Paid and Organic Campaigns
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Transcript of Instagram Marketing in 2017: Running Successful Paid and Organic Campaigns
+INSTAGRAM MARKETING IN 2017February 28th, 2017
About the Companies
Bitly’s link management platform helps the world’s leading brands deliver and measure their efforts across all marketing channels. Through the power of the link, Bitly connects customers to the best digital experience possible, harnessing functionality like branded short links, mobile deep linking and omnichannel analytics to provide a complete marketing solution that drives customer experience.
AdRoll is a leading performance marketing platform with over 25,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world's largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles.
Blaise LuceyDirector of Product & Content Marketing -
Bitly
Kirby AndersonProduct Specialist, Solutions - AdRoll
About the Speakers
BITLY INTRO SLIDEDESCRIPTION HERE
What does Instagram look like in 2017?
A whole lot of video.
Video● 60 Second Clips● View Counts● Channels● Live Stream ● Instagram Stories● Stickers
Platform● Algorithm
Changes● New UI● “Save” posts
eCommerce● Buy Buttons● “Shop Now”
Features
Instagram’s Busy 2016Media
● Pinch & Zoom● Instagram Galleries
Users● 600m active● 80% outside the US ● 31% of American females (Pew)● 24% of American males (Pew)
Quick Facts
Interest in Instagram keeps growing...
...and growing...
...but so does the competition.
ENGAGEMENT 101 Making Compelling, Searchable Instagram Content
#1Post
Consistently
#1Post
Consistently
#2Use
Hashtags
#2Use
Hashtags+12.6%
engagementon average
+88%brands use hashtags
Source: Simply Measured
#3Interact
#3Interact
Source: Simply Measured
#4Influencers
#4Influencers
Source: Simply Measured
#5Video
#5Video
Tracking Success
Mashable
Goal:Figure out how often stories are being clicked from Instagram
Mashable
Goal:Figure out how often stories are being clicked from Instagram
Vissla
Goal:Cross-channel tracking to compare different investments
Vissla
Goal:Figure out how often stories are being clicked from Instagram
HP
Goal:Gauge influencer spend and ROI
HP
Goal:How much traffic is being driven by influencers
The Advantages of Facebook and Instagram
Campaigns
Native ads match the form and function of the platform upon which they appear.Native Inventory
Moving Past the Limitations of Organic Posts
Reach over 500M, highly-engaged global users.
*Instagram users contribute 95 million photos and over 4.2 billion likes per day.
source: business.instagram.com
Dynamic Product Ads
Facebook targeting
Drive traffic from the feedCanvas |
Leo Canvas |
Leo
#instamarketing
Native inventory
Cross Device
Drive Traffic from the feed
Reach beyond organic posts
Valuable Millennial Audience
Facebook Targeting
Dynamic product ads
Call-to-action buttons
Benefits of Instagram
Ads
A Full-Funnel Approach to
Social Media Marketing
An Introduction to Cross-Device
60% of adults use at least 2 devices a day.
Mobile apps account for 52% of all time spent on digital media.
32% of those who see a mobile ad and eventually convert, do so on a different device.
Why is expanding your marketing to multiple devices so important?On the Web:
A full-funnel approach to marketingReach prospects across all devices and channels
More freedom to adjust your campaigns to more effectively reach your customers.
Each state of the funnel has specific objectives that marketers should aim to hit.
Top of the Funnel Marketing:The Attraction PhaseAttract new customers that act like your existing user base.
Prospecting and CRM data.
KPIs At this stage:• Quality of new visitors• CPA• Number of conversions• Lift on retargeting
Middle-funnel Marketing:ConversionConvert your prospective customers into paying accounts.
Products:
KPIs At this stage:• ROI• CPA• Number of closed deals• VTC
Lower-funnel Marketing:Grow your AccountsConvert your prospective customers into paying accounts.
Products:
KPIs At this stage:• ROI• CPA• LTV• VTC
CASE STUDY
The Los Angeles Marathon — Instagram
Goal:AdRoll needed to keep pace with Los Angeles Marathon’s goal to reach new runners, re-engage past runners, and grow the race by up to 10% year over year.
ResultsLos Angeles Marathon’s retargeting campaigns broke all the records: they drove thousands of conversions and earned over half a million dollars in attributed revenue.
They had over 3,500 registrations and a CPA of just $6.18
Their return on investment was over 30x
The Los Angeles Marathon — Instagram
RECAP
Leo Daypack | CommuterYour new favorite commute buddy, the Leo Daypack. Perfect for your daily bike ride.WWW.CANVAS.COM
Canvas
Align your campaigns
AdRoll helps you align campaigns across web, Facebook, Instagram, and more
Instagram account username (handle) & password
Partner’s Business ID
How to get started?
If working with a partner
Q&A
Learn More About:
Want to learn more about Bitly OneView?
Visit bitly.is/oneview
Want to learn more about AdRoll’s Instagram
integration?
Visit: adroll.com/product/instagram