Earlier this year, you likely noticed ads on Instagram. They look like normal posts but say “Sponsored” where the time stamp would be. Simply tap the label to learn more about how advertising works on Instagram.
However, using ads on Instagram , is different than the other social media sites. New research by Omnicorn shows, less is more on Instagram.
According to that research, ads on Instagram were most effective when users were exposed to no more than two ads by a brand on any given day. In two test campaigns using the Levi’s and Chobani brands, Levi’s ad recall was about four times greater than Nielsen’s norms for online ads.
Those results suggest that a higher frequency may do more harm than good for brands, either by diluting the impact of the ads or even by inspiring negative attitudes toward a brand. The companies involved believe that the research findings are applicable to other social networks, particularly Facebook.
Another key insight from the research is that Instagram users don’t like to see repurposed ads. Instead, they want brands to display social content that is unique to the platform.
Instagram’s advertising strategy is unique because it is heavily visual, unlike the paid ad content already thriving on Facebook and Twitter that incorporates text, sometimes exclusively so. If the research holds true to brands on a larger scale, it could unlock new branding opportunities on a social network unlike any other.
Currently, not everyone can use ads on Instagram. The photo-sharing site is slowing rolling out the ads. So far they are only allowing ads from these partners: adidas, Ben & Jerry’s, Burberry, General Electric, Lexus, Levi’s®, Macy’s, Michael Kors, PayPal and Starwood.
Once the opportunity becomes available to other brands, do you plan to invest in advertising? How will you use ads on Instagram?