Facebook got quite a few marketers excited last week when its platform Instagram finally opened up for advertising globally. Instagram has begun with 30 markets, and aims to be present in all markets by the end of 2015. The challenge for Instagram, in context to advertising revenue, was essentially to find a way that leveraged the advertising capabilities Facebook had built but without compromising the founding principles of the platform that was deep rooted in its creative appeal.
Amy Cole, Head of Brand Development EMEA, Instagram, explained that aligning with Facebook’s Power Editor, and leveraging FB ads for targeting and following benchmarks in creating powerful mobile platforms, are all aimed at “adding value for advertisers and making the community better.”
Speaking at dmexco that concluded on September 17, 2015 in Cologne, Ms Cole said, “Instagram stands for creativity. As a result, brands that are doing the best work on Instagram are thinking about the community and behaving as part of it. That is part of the reason why the work they are doing is standing out, and more importantly connecting with their consumers in a way that no other platform can.”
Three principles for advertising on Instagram
Some trends are common amongst brands that are standing out on Instagram in its early days of advertising. The first in this is ‘thinking on the brand’, and bringing its core features to life. An example here is #TurkishAirlines that used food and a boarding pass as a way to showcase the destinations that it travelled to.
The second is creating the concept. “It is important to have a clear objective and be consistent,” observed Ms Cole as she cited the example of @Almdudler in this context.
Finally, craft matters. “People are curating creatively sound pieces of what they share on Instagram and expect even higher from brands. Brands that take that care and consideration in what they present resonate with the community,” Ms Cole observed. An interesting example here is the work that Mercedes did with #Mbusa that highlighted all the things that can be done with the new car by paying significant attention to detailing and on how to tie the brand in.