Instagram has announced that over 500,000 advertisers are growing their businesses on the platform.
According to the press release, in just six months, the number of advertisers has more than doubled. And that includes a variety of businesses from around the world. In fact, the top five countries seeing advertiser adoption are the US, Brazil, UK, Australia and Canada.
Turning Passions into Purchase
Instagram is a place where people turn their passions into purchase. With companies from varying industries on the platform, 50 per cent of Instagrammers follow a business. More than just following businesses, 60 per cent of people say they learn about a product or service on Instagram.
Love Your Melon is a small apparel business that donates a sizable percentage of its net proceeds to fight pediatric cancer. To spread the word of its mission and maximize charitable contributions, the company uses Instagram to target caregivers and a Custom Audience based on website visitors, past customers and people on its mailing list.
Brian Keller, Co-Founder and Chief Operating Officer at Love Your Melon said, “When we started our business, we put our idea on Instagram and Facebook. Three-and-a-half years later, we use our Instagram account to connect with people around the country who have joined our mission to fight pediatric cancer. Without Instagram, we wouldn’t be able to make the same difference in the lives of children battling cancer.”
Inspiration that Sparks Action
By marketing to passions, businesses are turning that inspiration into action. In fact, 75 per cent of Instagrammers take action after being inspired by a post, like visiting a website, searching, shopping or telling a friend. Since ads launched last September, there have been 1 billion actions taken on Instagram ads. In fact, 70 per cent of performance campaigns generated statistically significant lifts for online conversion or mobile app installs. After evolving the link ad format in June, performance on those ads increased more than 45 per cent. And the value of ads extends beyond mobile, contributing to a 2 per cent lift in offline sales.
Quickly-growing handbag brand, Dagne Dover, worked with its ad agency partner Mason Interactive to increase sales. The NYC-based business paired strong imagery with the Shop Now call to action button to reach students, mothers, professionals and women interested in fashion and travel. By honing in on this specific target audience, the campaign doubled its traffic and increased its return on ad spend 13X over a two-month period.
Melissa Mash, CEO at Dagne Dover said, “Dagne Dover was initially created for the tech-savvy, on-the-go millennial looking to streamline her life and discover new brands she doesn’t see at her everyday department store. Reaching out to these women on Instagram is a natural and exciting fit. The interiors of our bags are a large part of what sets us apart from other handbag brands, and our stylized aerial shots convey why someone needs our bag more than words ever could.”
New Tools Just for Businesses
With the help of the new Instagram Business Tools, it’s never been easier for businesses to find new customers and make meaningful connections with people who care about their businesses. In the two months following its launch, more than 1.5 million businesses converted to a business profile. For the first time on the platform, businesses had an easier way to connect with customers through business profiles, learn what resonates with their audience through insights, and promote a post from within the app.
Grabble is a UK-based shopping app with a curated selection of fashion and beauty products ready to buy in just one tap. The fashion-forward company attributes Instagram Business Tools as having immediate impact on its marketing strategy. Jack Rogers, Grabble’s Head of Marketing said, "With a business profile, it’s a smoother process for customers to get in touch—everything is in one place so they don’t have to go elsewhere to look up our details.”
In addition to making it easier to connect with customers, Grabble has used the insights to hone its target audience. "We’d always thought the majority of our audience was female, so we’ve tended to post female-focussed content. However, the insights in Instagram Business Tools have shown us 21% of our followers are in fact male," says Jack. Finally, the UK-based brand uses Instagram advertising to reach new customers, drive downloads of their app and ultimately increase their sales. “By using Instagram’s range of ad formats to showcase handpicked looks, we’ve managed to gain 23 per cent more users month over month and a 3X increase in sales within certain categories,” says Jack.
ComScore, January 2016; †Instagram user survey, November 2015;
Instagram Internal Research May 2016;
Instagram Internal Research two months: May – July 2016;
Instagram drove a median 1.8% lift in in-store sales and a 2.1% lift in household penetration, across 12 US CPG campaigns measured for potential sales impact by Oracle Data Cloud.