First Look – Measuring the Effectiveness of Brand Advertising Campaigns on Instagram
We introduced ads on Instagram on November 1 and today we’re sharing results from some of our first sponsored campaigns in the home feed on mobile.
Ads on Instagram are designed to support brands focused on reaching large audiences with memorable, high quality content. We think this aligns with the way people and brands already use Instagram – sharing photos and videos that capture a moment, inspire others, or shift perceptions.
For this analysis, we focused on metrics such as reach, ad recall, and awareness, which reflect the value and effectiveness of brand campaigns, rather than on social metrics such as comments, likes and followers.
Results from the first four completed Instagram campaigns:
All four initial ad campaigns measured were successful at delivering the broad reach our advertisers were seeking
The marketers achieved a high impact with a very low average frequency of ad impressions per user
Levi’s reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34
Ben & Jerry’s reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35
Across the four campaigns, there was a 32-point incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups
Across the four campaigns, there was a ten-point incremental lift in brand message awareness per campaign for people who were repeatedly exposed to a particular campaign versus control groups
In particular, seventeen percent of people who saw a single ad for Ben & Jerry’s Scotchy Scotch Scotch-flavored ice cream not only became aware of the new flavor, they also associated it with the brand
While these initial results are promising, we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction. We will continue to optimize our ad products to make them successful for marketers and a great experience for people on Instagram. We’ll share additional case studies and results periodically in the future.
As we emphasized when introducing ads, our goal is to make them enjoyable, engaging and natural to Instagram, so we started by partnering with brands that were already great members of the community. We’ll continue to work closely with marketers to maintain the quality content people expect to see on Instagram.
Today, we’re excited to bring you Instagram for Windows Phone.
When we launched Instagram for Android in March of 2012, the community was 30 million strong and growing fast. The Instagram community is now more than 150 million people and reaches every corner of the globe.
In that past year, however, Instagram isn’t all that’s grown. We’ve also seen the rise of a new mobile platform as tens of millions of people around the world have taken to Windows Phones. Our mission is to give everyone the ability to capture and share the moments around them, so our team has been working hard to bring Instagram to Windows Phone users everywhere.
We wanted to make Instagram available to people with Windows Phones as quickly as possible, so we focused on creating an awesome experience with Instagram’s core features. We’re not finished, and our team will continue developing the Windows Phone app to keep releasing features and bringing you the best Instagram possible.
Instagram is a place where people come to be inspired and connect with others, and we’re thrilled to welcome Windows Phone users to the community. Now the images you create to show what your brand is all about can reach even more people.
A few weeks ago, we shared our plans to introduce advertising on Instagram. Today, we want to provide a few more details about exactly what ads on Instagram will look like.
If you’re in the United States, you’ll see the sample ad above sometime in the coming week. This is a one-time ad from the Instagram team that’s meant to give you a sense for the look and feel of the ads you will see.
You’ll know a photo or video is an advertisement when you see the “Sponsored” label where the time stamp normally would be. Tap the label to learn more about how advertising works on Instagram. If you have other questions about how advertising on Instagram works, you can learn more here.
We want ads to be creative and engaging, so we’re starting with just a handful of brands that are already great members of the Instagram community. We’ll proceed slowly and let you know when we’re ready to expand, continuing to partner with brands whose content shines.
In the meantime, all businesses can use Instagram by creating an account on the platform. All you need is a mobile device, username and profile image.
Instagram is the place for brands to share beautiful and captivating photos and videos that people can’t see anywhere else.
Stay tuned to this blog to see how a few brands are already crafting eye-catching original content and inspiring their customers and followers to do the same.
We recommend exploring the stories and best practices featured here, such as these profiles of some of our ad launch partners:
Over the past three years we’ve watched with amazement as Instagram has grown to a global community of more than 150 million people capturing and sharing the world’s moments. Instagram is a place where people come to connect and be inspired, and our focus with every product we build is keeping it this way.
We have big ideas for the future, and part of making them happen is building Instagram into a sustainable business. In the next couple months, you may begin seeing an occasional ad in your Instagram feed if you’re in the United States. Seeing photos and videos from brands you don’t follow will be new, so we’ll start slow. We’ll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.
Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands. After all, our team doesn’t just build Instagram, we use it each and every day. We want these ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine.
We’ll also make sure you have control. If you see an ad you don’t like, you’ll be able to hide it and provide feedback about what didn’t feel right. We’re relying on your input to help us continually improve the Instagram experience.
As always, you own your own photos and videos. The introduction of advertising won’t change this.
Thanks for listening, and stay tuned for more details. We’re excited to continue building Instagram alongside this inspiring community.
Today we’re excited to announce Instagram for iOS7.
We put the community—and the photos and videos you share—first. To bring you the best experience possible, we have always valued beauty and simplicity in our app. With the introduction of iOS7 and its emphasis on clarity, we were excited to rebuild the look and feel of Instagram in a way that would bring these principles together and let the moments this community captures and shares shine.
In this update you will find that we’ve increased the size of photos and videos in your feed so that they expand to the edges of your screen. We’re also happy to say that increased size means increased resolution, so photos and videos will be clearer and more vibrant than ever.
In grid view, we streamlined things so that your content will also appear larger. We led our redesign with a focus on clarity to keep the feel of Instagram clean, simple and grounded in the photos and videos you discover and share.
Lastly, in keeping with iOS7’s conventions, we’ve made profile pictures circular so Instagram feels at home on your phone.
A little over a month ago we launched Video on Instagram, and today we’re happy to bring you our next major app update. We’ve included a few of the most requested features and added something special as well. Here’s what you’ll find in Instagram 4.1:
Import Video from Library
Starting today you can upload videos from your phone’s media library and share those moments to Instagram regardless of when they were captured. Once you select the video clip you’d like to import, you can trim it down to the exact part you like best. We’ve also made it so that you can choose how you square-crop your clip so you can keep the action front and center.
Automatic Straightening for iOS
There are few things more distracting than a crooked horizon in a photo. We’re happy to announce that we’ve developed a brand new technology that brings you straight photos instantly. When you take a photo with the in-app camera, you can now tap the new Straighten icon and your photo will correct to be level—it’s that simple. The straightening tool also includes a slider so you can rotate and adjust any photo—including ones imported from your photo library—as much or as little as you’d like.
Video on Instagram for Ice Cream Sandwich
We’re excited to expand Video on Instagram to people who use Android 4.0 (Ice Cream Sandwich). Since the launch of Video on Instagram this has been the Android community’s number-one request, and we’re excited to see this community grow.
Today, we’re excited to introduce web embedding for Instagram content and bring you an easy way to add Instagram photos and videos to the stories you want to tell.
Now, when you visit an Instagram photo or video page on your desktop web browser, you’ll see a new share button on the right side of your photo (just under the comments button). Click the button to see the embed code. Copy the block of text it gives you and paste it into your blog, website or article. When you hit publish, the photo or video will appear.
As always, you own your photos and videos, and we want to make sure that’s understood no matter where your content appears. Whether you want to embed your video on your blog or a friend wants to feature your photo on a website, everyone will clearly see that your content belongs to you. Your embedded photo or video appears with your Instagram username, and clicking on the Instagram logo will take people to your page on Instagram.com where they can discover more of your photos and videos.
Is your content private? Then nothing has changed. Embed code is only available to those whose photos and videos are public.
We’re excited to announce the ability to view and engage with your Instagram Feed on the web! I would encourage you to read the blog post below from our co-founder, Kevin Systrom, and to visit instagram.com today to try it out!
Today, I’m very excited to announce the launch of a product we’ve been wanting to build for quite some time now. Since our launch in October of 2010, we’ve focused on building a simple app that has inspired creativity while capturing everyday moments through the lens of your mobile phone. In fact, our focus on building out a mobile-only experience is a unique path that we’ve chosen for many reasons, the most important of which is that Instagram, at its core, is about seeing and taking photos on-the-go. However, to make Instagram even more accessible to our growing community, at the end of last year we started to expand to the desktop web, giving you the ability to see profiles from instagram.com. To continue that path, as of today, you can now browse your Instagram feed on the web – just like you do on your mobile device. Go to instagram.com and log in to your account to give it a try.
Your Instagram Feed on the web functions much like it does on your mobile phone. You can browse through the latest photos of people whom you follow with updates as people post new photos. Like photos by double clicking on them or pressing the like button. Or, engage in a conversation around a photo with inline commenting. Browse through pages of the most recent images to keep up on what’s happening with the people you follow in realtime. And shrink your browser down to a single column for your feed to look more like your mobile feed. Simply put, we’ve brought a simple, powerful, and beautiful Instagram browsing experience to the web.
We believe that you should be able to access Instagram on a variety of different devices, any of which may be convenient to you at a given moment – including your desktop computer or tablet. We do not offer the ability to upload from the web as Instagram is about producing photos on the go, in the real world, in realtime. On the other hand, Instagram for the web is focused on making the browsing experience a fast, simple and enjoyable one.
This product was made possible by a small, talented group of engineers and designers on the Instagram team whose goal it was to make Instagram for the web be the most simple, straightforward, and beautiful web experience for the Instagram community. We look forward to hearing your feedback, and thank you as always for your support as we build this product and community together.
Today we’re excited to announce the release of the largest upgrade to our Instagram iOS camera since it was revamped just over one year ago. The camera has been the core part of the Instagram experience since the day we launched and as a result, we’ve made significant improvements to its look and speed.
We’ve brought the look of Instagram’s camera up to parity with the rest of our application. You’ll notice the following changes:
A preview of the most recent photo on your camera roll.
Improved Camera Roll image selector (iPhone 5 only) for quick access to your last photograph.
Optional grid guide for live photos and a permanent grid guide for the scale & crop screen.
Speed and reliability improvements.
New Filter: Willow
You’ve asked for more filters, and we’re excited to announce a brand new filter in both the latest iOS and Android releases! Willow is a monochrome filter with subtle purple tones and a translucent glowing white border. This filter works well on portraits, still life and architecture photographs with contrast.
In the past, there had been vast differences in the effective strength of the blur between the preview screen and the output in your feed and camera roll. With this update the blur you see is now the blur you’ll get! We’ve also completely overhauled the blur algorithm to increase quality and accuracy. Tilt-shift now gives a vastly more realistic rendering of depth of field because of these improvements and subtle tweaks to how we render the image.
No tilt-shift (left) versus high quality tilt-shift (right).
News Feed redesign that’s easier to digest, in addition to larger images.
Beautiful new welcome screen design.
Infinite scroll on user profiles and other grid views.
Filtered photos are now saved to a separate album called “Instagram” in the iOS camera roll.
Foursquare button on location pages that opens the Foursquare application, or mobile website, with details about the venue.