Friday, September 18, 2015

Instagram ads: Yay or nay?

Does a digital mobile-only platform always pay off?

Unless you were in digital detention for the last fortnight, you would know that Instagram is open for business in India. Which means brands can now advertise on the Facebook-owned photo/video-sharing social network. You can have the smallest valuation in your category or the biggest controversy of the decade Instagram ads API won't discriminate on the basis of size or stature. It's open for all. Like Facebook used to be.

Numbers first 

Instagram happens to be the second largest social networking platform in terms of monthly active users 300 million. It's only trailing behind mother brand Facebook, in fact. Financial and tech analysts predict Instagram advertising to become a $1 billion business by 2017 and soar to $4 billion by 2020. That it's going to be mobile-only is great for a mobile-obsessed country such as ours. Our mobile ad spend for this year is expected to cross the Rs 70 billion mark. However, not many clients have been keen on yet another digital platform. The newly introduced ads API might change that though. Here's how:

Why is it good news for brands? 

1. Users have to be content with 15 seconds allowance for posting videos for now, but brands can post 30 second videos via Instagram ads. 30 seconds is an ideal TVC length in this 'Skip Ad' world that brands are struggling to make a mark in.

2. The crop feature that gave birth to a bunch of 'Instagram photo cutter' apps has been made flexible at last. So, brands can go landscape or portrait on their ads as per convenience.

3. A tool called 'Marquee' has been introduced to help advertisers 'own the moment' on Instagram. Good way to beat Twitter at its 'trending topics' game. 4. There are more Call-to-Action (CTA) features, observes Karthik Srinivasan, national lead of Social@Ogilvy. Earlier you only had 'Shop Now' embedded on pictures and videos but the new Instagram ads have room for 'Install Now' great for ecomm players, 'Learn More' and 'Sign Up,' he notes.

#Protip for brands opting for Instagram ads 

People go to Instagram for visual inspiration, says Kirthiga Reddy, MD of Facebook India. That's exactly what brands need to provide users.


But, as Lakshmipathy Bhat, ex-ad man and now VP - corporate communication for mobile solutions provider Robosoft, says, "A 30 second ad won't have the same impact on Instagram that it has on TV." Either you'll have to create an eyepopping visual or find ways to get people to spend more time on your account by using images in an interesting manner.



Old Spice did both very well just a month ago. "Old Spice doesn't seem like a good fit for Instagram. They used this limitation beautifully by creating graphic comic strips narrating a mild sci-fi adventure story," Bhat shares.


Here's how it happened: A graphic picture on the @OldSpice account had two tags that led you to two different accounts. Each of these accounts had one picture each that further led you to more accounts via in-picture tagging. The captions for each post and the multiple tagging led you to subsequent stages of the story. Two tags per post meant two possible progressions for the storyline. The activity caught thousands of users hooked on to the Old Spice account (including us, for a while).

First movers on Instagram ads in India viz. Gillette, Kit Kat, Tresemme and Paper Boat, and all those eager to hop on this adwagon, could certainly learn a trick or two on how to make the most out of one post.

Tip for Instagram 

Digital marketers are betting big on Marquee as a tool that'll help them harness the benefits of real-time marketing. "If the tool can offer brands and agencies a list of trending topics of the day, like Twitter does, nothing like it," says Srinivasan. It's early days for advertising on the platform, he admits, but all it requires is one 'Oreo moment' and brands will flock to Instagram like bees to honey.

My verdict: Yay!*

Source : http://bit.ly/1NIlEDG

No comments :

Post a Comment