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Inspiration, Success story

July 26, 2018

#INTHEKNOW with Instagram: Summer Edition

BY: Instagram Business Team

San Francisco, CA


Stay up to date on Instagram's latest product updates, learn new tips from our business community and read their success stories. #INTHEKNOW

Welcome to IGTV

We launched a new app for watching long-form, vertical video from your favorite Instagram creators, like LaurDIY posting her newest project or King Bach sharing his latest comedy skit. While there’s a stand-alone IGTV app, you’ll also be able to watch from within the Instagram app so the entire community of one billion can use it from the very start.

Check out the video of the event to learn what IGTV is, how it works and see it come to life.

Introducing Music in Stories

Now you can add a soundtrack to your story that fits any moment and helps you express how you’re feeling. Instagram Stories is now used by 400 million every day, and we’re excited to give our community new ways to feel closer to their friends and followers.

Find out more about music in stories

Introducing the Questions Sticker

An interactive questions sticker in Instagram Stories lets your friends submit questions for you to answer. It’s a fun new way to start conversations with your friends so you can get to know each other better.

Find out more about the questions sticker

A new space to build brand love. Use stories to bring your brand to life on Instagram.

• Use the vertical canvas to tell creative stories

• Build creative that's relevant and well-branded to build brand equity and perception

• Choose key brand moments like launches and premieres for driving action and awareness

• Share authentic content (like sneak peeks of products) to drive brand loyalty

Find out below how to build your brand with Instagram Stories

Unlock greater performance. Inspire action with stories.

• Optimize for the right objective

• Focus your creative content on product features and benefits

• Measure and track real business outcomes based on people

Learn below how to drive performance marketing with Instagram


Winning with Instagram

The fashion brand Defshop wanted to try one of Instagram’s new shopping features to see if it could sell more products directly from its Instagram account. Compared to before it began using the Instagram shopping feature, DefShop saw 56% more visitors to its website, resulting in 64% more sales at a 13% higher conversion rate.

The UK-based fitness wear brand Gymshark used ads in Instagram Stories to promote its newest fitness line—making over 2,400 sales directly through its ads. Result: 9X return on ad spend.

The French bank Crédit Agricole used video on Instagram and Instagram Stories to promote a new banking offer to millennials, which increased brand awareness and ad recall. Result: 20 point increase in ad recall.

Italian snack company Pan di Stelle by Mulino Bianco used Instagram ads to reach its most difficult target audience during the relaunch of its Mooncake—resulting in impressive ad recall and message association. Result: 5-point lift in message association among millennials.

Global Excellence

Through the power of Instagram Stories, Under Armour Mexico managed to connect with its audiences and generate visits to its website, increasing the number of online sales. Results: 33% - lower cost per sale on their website and 2X more sales during the campaign.

When Greenpeace Brazil used ads in Instagram Stories to collect signatures for a petition to build a marine sanctuary in Antarctica, it recruited 2,633 people in just 10 days—at a cost 5.7X lower than its established goal.

NBA team Portland Trail Blazers ran immersive ads in feed and Instagram Stories to attract fans and increase ticket sales, resulting in 14X return on ad spend, 56X return on ad spend for peak Instagram feed campaign and 33X return on ad spend for peak Instagram Stories campaign.

See more business success stories on Instagram


Beauty brand L'Oréal was looking to make a big splash with the launch of their new #ShapeUp product. In order to drive awareness of their new product range, it was important for their ads to grab the attention of the viewer in a bold and bright way.

L'Oréal and their agency DMI enlisted Vidsy, an Instagram Marketing Partner, to create a content that showcased the new products with eye-catching creative that also conveyed product benefits. The ads in Instagram Stories resulted in a 32% higher view rate compared to benchmarks.

If you're short on time or need additional help, find an Instagram Partner to help you with everything—from buying ads to sourcing and delivering creative. All Partners are proven experts in their field and vetted by us.

Find the right Instagram Marketing Partner to match your needs

Quick Links

For all of the latest announcements, updates and best practices from Instagram, check out our business blog.

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BY: Instagram Business Team

San Francisco, CA