Recent studies are indicating that mom’s are using Instagram to follow businesses. In fact, more than 1/2 of Instagram mothers are doing so, according to Social Times author, David Cohen and his cited sources.
Dad’s are in the mix, too!
69% of dads have taken action based on content they see on the network and,
78% of moms do the same.
United States department stores saw a 2.8% conversion from advertisements within the platform – up from 2/1%
Businesses from cosmetics to auto parts, hair products and sports equipment should take a second look at the playful platform, if they haven’t yet considered it for serious advertising and conversions.
As someone who “trolls” to view photos of friends and “famous”, I am intrigued by this and think, how would I use this for our B2C efforts, when previously I thought -“this just doesn’t hit our demographic.”But now I get it.
At a recent Social media mastermind group, a member said this perfectly. Facebook stresses her out because it’s posts about things that upset her friends, or people who want you to support their cause, or updates on friends’ lives that make her wish for more…on Instagram, she feels relaxed-no pressure, just fun photos and videos that make her smile. Since realizing this, she spends more time on Instagram and even scrolls through right before bed.
So, since I am new to advertising on Instagram, let’s explore this together:
What to advertise? How and What Results are we Seeking?
Based on the statistics, it seems obvious that the items one needs for personal use are the items hitting the mark. As we’ve heard before, think of your customer as a “normal human being–transacting their lives via mobile” just like anyone else; including you.
What are you looking for on mobile? I look for addresses for businesses. It would be cool, if I could come across a legitimate coupon for said business. I look for products, while I am waiting for an appointment. If the transaction can be easily completed, I’ll do it.
So, making the leap to Instagram, isn’t much of a stretch.
Since Instagram is now part of the Facebook conglomerate, I found instructions on how to advertise, there.
What Results are you Seeking?
Like any platform, we have to determine our goals for using Instagram as part of our strategy. Here are some results one can expect, choosing a path will help determine how to build the ad, which content to use, etc:
Instagram Advertising Solutions Support the Following Objectives
Clicks to Website
- Send people to important sections of your website
- Get people to take specific actions on your website
Mobile App Installs
- Get people to install your mobile app
Mobile App Engagement
- Get more activity on your mobile app
- Tell a story using video
One of the businesses I follow on Instagram is MAC cosmetics. When I have time, I review the “looks” they post and it helps me to think more creatively about my makeup.
What story can you tell with a picture?
How can you have fun on this platform?
A picture tells a thousand words – what do you want to say in a photo or a video?