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Driving Action using call to actions on Instagram Ads

Tip

October 7, 2015

Driving Action with Instagram Ads

BY: Instagram Business Team

San Francisco, CA

Advertisers are seeing more consumer interaction with their ads on Instagram than ever before. Businesses are running campaigns that drive website clicks, video views and mobile app downloads—encouraging people to take specific action from the ads they see on the platform.

And now that businesses can easily set up, run and track ads themselves through the Instagram ads API and Facebook ad buying interfaces, we’re seeing advertisers around the globe sharing content that moves people.

Businesses are already seeing strong results from their action-packed campaigns with significant increases in business-driving actions and cost efficiencies. And with the increased diversity of businesses on our platform, we’re seeing a variety of strategies being tested to achieve their objectives.

An Instagram ad with a Install Now call to action

For example, fashion marketplace Poshmark ran a campaign promoting their mobile app. Leveraging the same creative they used on Facebook, Poshmark ran image ads featuring close-ups of popular branded products among their consumers. The results were impressive. Poshmark saw a 37% increase in app installs at a 28% reduction in ad cost—exceeding their business goal by 85%.

Our initial results for Instagram mobile ads are so promising that this platform has quickly become a key part of Poshmark’s growth strategy moving forward.
Preston Lee, Sr. Marketing Manager @poshmark
An Instagram ad with an install now call to action

Similarly, mega-retailer Target ran a campaign to drive downloads of their mobile savings app, Cartwheel. In just two weeks, Cartwheel saw an uptick in downloads with ~43% savings per install on new users.

An Instagram ad with a learn more call to action

And advertisers are driving other ad objectives on Instagram, too, like website clicks and video views. Shoe retailer SHOES.COM ran a website click campaign taking customers to various properties on their site. With their Instagram campaign, they saw a 15x increase in new user traffic compared to all other display advertising channels combined at a 63% reduction in cost per click.

We’re excited that advertisers are seeing success driving consumer action with their campaigns—relying on Instagram as an effective and integral part of their marketing strategy. Over the next few months, we’ll continue to bring new advertising solutions and features to businesses everywhere.

BY: Instagram Business Team

San Francisco, CA