When it comes to shopping on mobile, people aren’t using their phones and tablets for a single purpose such as browsing or purchasing. Mobile has become a place where people discover, interact and purchase. In fact, mobile devices made up more than 50% of all retail traffic last festive season, and more than one in five purchases during the 2015 festive season were on mobile.¹ As people shop in this new fashion, they're taking actions that show product interest in different places and ways. Today, a given shopper can browse on a website or in a mobile app, see and click on adverts and eventually make a purchase – entirely on mobile or a combination of devices.

With this shift, businesses can tap into mobile intent signals that people are leaving all over the Internet and offer hyper-relevant messages to them. To help businesses do just that, today, you can start running dynamic adverts on Instagram. With new dynamic adverts on Instagram, you can promote relevant products to shoppers who have browsed your website or mobile app, driving greater product demand and sales where people spend their time.

While many advertisers already use Instagram to promote their products, customising creative with the right targeting for each and every product takes time, but is important for driving performance. Dynamic adverts on Instagram let you promote the right products to the right person at the right time. When someone visits your website or mobile app, then later looks at Instagram, they'll be served an advert featuring multiple related products out of the ones they were browsing on your site or app. Because of this, dynamic adverts are highly relevant for our community, allowing users to explore and engage with the products they care about. And, because dynamic adverts are always active, they'll continually reach customers with the right product on Instagram.

People come to Instagram to discover things they're passionate about, and that includes content from businesses. In fact, 60% of users learn about products and services on Instagram. And 75% say that they take action after being inspired by a post.² With its bold, mobile format, Instagram is an ideal channel to drive discovery and help shoppers experience your products. Using the carousel advert format, dynamic adverts showcase multiple products so that consumers can easily browse products in-app.

Businesses are already seeing strong results with dynamic adverts on Instagram. Canada-based personalised jewellery retailer Jewlr was one of the first businesses to try the new advert product. After seeing success with dynamic adverts on Facebook, running the adverts on Instagram was a natural and efficient way to retarget consumers based on specific actions. The campaign targeted people in the US who viewed or added a product to their basket from the Jewlr website, but hadn't followed through with a purchase. The dynamic adverts on Instagram ensured that those people saw adverts for jewellery they liked, increasing their likelihood of making a purchase. So far, Jewlr is seeing strong results with its dynamic adverts on Instagram, with a return on advertising spend exceeding three times.

With the help of Instagram Partner Smartly.io, leading Southeast Asian e-commerce platform Lazada used dynamic adverts on Instagram that retargeted website visitors to drive installs of its mobile app. With its campaign, the e-commerce company saw a 60% improvement in the cost per install compared to static app install adverts on Instagram.

You can create dynamic adverts on Instagram in the same way as you create dynamic adverts on Facebook. To start, upload your entire product catalogue into Business Manager. From there, you can buy, manage and report on dynamic adverts through Power Editor. You can also work with an Instagram or Facebook Partner to get started. When dynamic adverts have been set up, products will be automatically populated based on a person's actions on your website or mobile app. This means that there's no need to configure thousands of individual adverts for each product. You can also control the products you want to advertise to make sure that the adverts pull in products that are in stock with their latest pricing. For additional reach, you can even extend your dynamic adverts to Facebook and the Audience Network.

Dynamic adverts on Instagram are the easiest way to reach customers with relevant adverts where they're spending their time. If you're an advertiser looking to generate sales from your product catalogue or retarget people visiting your product pages, set them up today.