Instagram Ads | Instagram VIDEO Ad Advertising, Marketing, Commercials
Ever since Facebook began selling autoplay video advertising in 2014, the other major social properties—Twitter, Instagram and Snapchat—have become equally aggressive at courting video marketers. As a result, social video spending is growing quickly, as explored in a new eMarketer report, “Video Ads in Social Media: With a Full Slate of Ad Products, the Social Properties Take Aim at TV.”
In a February 2016 survey from RBC Capital Markets and Advertising Age, 12% of US marketers had already purchased autoplay video ads on Facebook and an additional 57% were likely to in the next six months. Only 7% said they definitely would not buy Facebook autoplay ads.
In a study of its clients’ advertising activity on Facebook in North America, ad automation software company Nanigans found that spending on mobile video ads increased 26% between Q4 2015 and Q1 2016. For gaming advertisers in particular, 35% of mobile ad spend in Q1 2016 went to video. Video’s share of gaming companies’ mobile ad spend grew 122% between Q1 2015 and Q1 2016.
Instagram is pushing further into video ad formats, adding video to the carousel product it launched last year.
Carousel, first announced in March 2015, offered advertisers a way to show multiple photos on the same sponsored post. Now advertisers will be able to add multiple videos to the same sponsored post. Videos can be up to 60 seconds in length. The format launches in beta today and will be rolled out wide in mid-May.
Among the first advertisers are Airbnb, Macy’s and Taco Bell. The carousel ads are being sold on a cost-per-thousand-impressions (CPM) basis.
“Brands are excited about this because it gives marketers better creative flexibility,” said James Quarles, global head of business and brand development at Instagram. “The hardest thing to do is to capture people’s imaginations, and carousel can help advertisers better achieve that with five pieces of content. As we see people watch more video, we think this helps business bring messages to life more.”
The move comes as Facebook, which owns Instagram, has made a massive push not only in mobile over the last few years, but more recently into video, both for consumers and advertisers. The company last week reported quarterly results that beat analysts’ expectations, posting $5.38 billion in first-quarter revenue, beating the projected $5.27 billion. For the quarter, mobile ad revenue was about 82% of the total, with $4.2 billion, up 75% from the same period last year.
Instagram’s ad business is still relatively young and accounts for a small portion of Facebook’s total. Instagram is consumed overwhelmingly on mobile and has no desktop ad product. From a report last July, eMarketer predicted that Instagram’s burgeoning ad products would account for 5% of Facebook’s total mobile ad revenues. That share will increase to 14.0% in 2017, eMarketer said, though Instagram will make much of its ad dollars in the U.S.
Instagram has introduced video capabilities for advertisers and consumers, with the ability to post 60-second videos rolled out at the end of March. Instagram originally launched video ads in November 2014, but now with longer time allotments, marketers can use Instagram to post 30- or 60-second ads more akin to TV or pre-roll ads.
The carousel, though, offers advertisers the opportunity to be more creative in how they market themselves, said. Mr. Quarles. For instance, Macy’s is using the carousel to post a video, and the follow up photos are close-ups of the clothes being worn in the video. There’s also the “shop now” button, which was rolled out in June 2015.
70.8% of marketers are planning on running video ads on social media over the next 12 months, according to research by cloud-based video creation service Animoto, as reported by eMarketer.
Of the marketers planning to run video ads on social, the majority plan to do so on Facebook (65.8%), followed by YouTube (42.3%), Instagram (27.4%), Twitter (21.6%) and LinkedIn (10.3%).
The study highlights the emergence of video for Facebook. Previous research from December 2015 by market research firm Advertiser Perceptions showed marketers favoring YouTube for video ads (72%) compared to
Video is becoming an increasingly important medium on mobile and social.
Social media platforms are going all in on video. Facebook updated its news feed algorithm to emphasize video, while both Facebook and Twitter have been vigorously promoting new live video streaming features on their platforms.
Video is also one of the most popular content types for mobile users, while consumers are watching digital ads on mobile at a fast-growing clip. Facebook received a whopping 84% of its ad revenue from mobile during the last quarter, and Google announced earlier this year that it is now serving more search queries on mobile than on desktop.
Facebook VP Nicola Mendelsohn predicted that the social media platform “will be definitely mobile” and “probably all video” in five years.
Marketers need to understand where their target audiences can be found, but if they’re on social and/or mobile, it’s a good bet that video messaging is an effective way to reach them.
Social Media Video – Hot In 2016 🔥
Social Media Video = Social Media + Online Video Marketing & Advertising. It’s popularity has been increasing incredible amounts over the past years on platforms way beyond the king of video, YouTube.
While YouTube probably pops into your mind when you think of online video, it’s definitely not the only platform embracing the massive potential for digital video content. Facebook, Twitter & Instagram have all pushed into the online video world over the past year… all in the race to grab more advertiser dollars, given the immense power social video has.
Digital video ad spend is growing at a rapid pace. According to a report from eMarketer,” 2015 State of Video,” total ad spend allocated for digital & social media has nearly doubled in the past year. 68% of marketers also plan to
increase their digital & social media video budgets in 2016.
2015 really has been a landmark year for digital & social media video. It tied with social media use overall in 2014 when it comes to average time spent/day engaging with different digital activities. In 2015, digital video finally pulled ahead.
So, what kind of devices are we watching digital & social media video on? More and more, we are using our tablets and smartphones. Tablet use has had the greatest annual growth from 2011 to 2015 @ 120%. And we’re not just watching on the go. We’re also tuning into content on our connected TVs, otherwise known as smart TVs, with an increased usage rate of 23%. The content world has been pushing in a mobile-first direction, and social media video is no different.
2016 offers businesses and brands of all sizes an opportunity to experiment with social media video marketing & advertising that’s custom-made for platforms like Facebook, YouTube, Instagram & Twitter vs trying to re-run TV spots on social platforms.
As the speed of digital marketing & advertising continues to pick up speed… it’s better to start now vs being left behind.
Instagram Ads are powered with Facebook’s huge collection of interest-level user data, and the developments beg the question: Will well-budgeted campaigns now almost always include both Facebook and Instagram ads?
New Instagram partners like Adobe, Salesforce, 4C, Spredfast, Hootsuite and AdParlor also often facilitate ads on Facebook. And since their platform-based allegiances are spread wide while also typically working with YouTube, Twitter, Pinterest, Snapchat, etc., we thought it would be interesting to ask them if Facebook Inc. in essence could become a one-stop shop for social campaigns.
“We anticipate growth with the extended reach into Instagram leveraging Facebook’s powerful targeting options,” said Monica Lay, senior product marketing manager, Adobe. “Many are still in test and learn phase, particularly around direct response, so it’s hard to quantify and estimate at this early stage.”
Eric Stahl, svp of product marketing, Salesforce Marketing Cloud, said, “Advertising on either Instagram or Facebook should not be thought of as part of a silo’d social-media budget, but as a core component of the advertising budget, especially as customers spend more and more of their time on mobile devices.”
Aaron Goldman, chief marketing officer, 4C, added, “Having a streamlined solution to adapt content from one platform to another will be essential for advertisers who will want to achieve the most value from their assets and manage campaigns at scale.”
So the answer is, Yeah, you’re going to see ads in concert from the same marketers on Instagram and Facebook a lot of the time.
And it’s not terribly difficult to understand why—the amount of time mobile users spend on either Facebook or Instagram is staggering. According to Instagram, one in five minutes spent on mobile devices is spent on either of the two platforms, a statistic that illustrates one of the reasons monthly and daily user counts continue to skyrocket.
“It’s hard to say that democratizing access to Instagram ads to both developers and businesses will not grow ad spend,” said Zaz Floreani, senior director of business development, Spredfast.
According to Hootsuite, the social advertising industry continues to steal budgets from traditional channels, especially as platforms like Instagram and Facebook are able to increase their ability to measure ROI for social promos. Because of that, large-scale Instagram Ad growth should be expected.
“Instagram Ads provides access to a very large, very engaged audience,” a spokesperson told Adweek. “The fact that you can use the same rich Facebook targeting criteria on Instagram will make it massively effective for advertisers looking to get their products or services in front of exactly the right people at the right time.”
Paul Van Winssen, director of operations and client services, AdParlor, said his clients are excited about the possibilities. He didn’t name specific brands, but AdParlor works with everyone from Walmart to Molson Coors to MGM Resorts International.
“Brands and agencies are still exploring where Instagram Ads fit into their overall marketing mix, but we can say nearly everyone we’ve spoken to is interested to give it a test drive and see how it works for their business,” he said.
With a quickly growing and engaged community of more than 400M, Instagram is one of the world’s largest mobile ads platforms & Instagram advertising is a lucrative option for businesses.
Businesses are now able to share their stories with a highly engaged audience and drive direct action with personalized video ads.
Instagram video ads offer the “same visually immersive quality as photo ads on Instagram — with the power of sight, sound and motion. And now, you can share videos up to 30 seconds long and in landscape format.”
Instagram video ads are now available globally for all businesses — big and small.
Instagram Advertising formats & targeting options allow us to give advertisers the results they care about – from raising awareness to driving action.
Some of the ways BizBOXTV video clients are using Instagram video ads in their marketing & advertising efforts include:
- Branding & Awareness
- Sales & Promotions
- Website Conversions
- … & more.
Depending on your unique advertising objectives, we work with you to determine the best content to share with your audience & develop a custom strategy for advertising on Instagram.
Advertisers of all sizes are seeing results for their businesses—from driving mass awareness, to increasing website sales.
Start Instagram Advertising today – BizBOXTV is making creating & running video ads on Instagram quick, easy and effective.
We serve clients in Calgary, Edmonton, Vancouver, Victoria, Nanaimo, Toronto & beyond. If you’re in Canada… we’ve got your back.
Instagram Video Ads – Coming Soon
Instagram has announced big changes to its advertising platform, meaning you’re likely about to start seeing longer Instagram video ads from businesses and brands of all sizes.
Instagram Video Ads can now be 30 seconds long, up from the regular 15-second limit, and are also able to use landscape photo and video following Instagram’s recent lifting of the square format restriction.
Instagram video ads can now be posted in landscape mode to support the app’s recent format update. By increasing the video length to allow for 30-second creative, Instagram says the move will “give ads a more cinematic feel.”
Longer Instagram video formats show how seriously the social media platform’s parent company, Facebook, is taking video advertising in order to compete against YouTube and premium video ad networks. Also, as part of Instagram’s new video ad push, brands will be able to target their videos to specific groups of consumers, just like they can on Facebook.
Instagram claims it’s video ads are working by mentioning some case studies. Deals marketer Gilt Groupe saw an 85% increase in shopping app installs after running a video ad campaign that promoted downloads, and game maker Kabam got people to spend unusually high amounts of time in its Marvel Contest of Champions app.
“People come to Instagram for visual inspiration, and video advertising on Instagram has the power to touch, inspire and move people,” Instagram said in a blog post. “Instagram video ads have proven to drive strong branding results—97% of measured campaigns on Instagram have generated significant lifts in ad recall.
Video On Instagram
Instagram, the immensely popular photo-sharing app that was acquired by Facebook in a $1 billion deal last year, is not just for photos anymore.
Instagram has recently announced Instagram Video, another way to share your stories. When you go to take a photo on Instagram, you’ll now see a movie camera icon. Tap it to enter video mode, where you can take up to fifteen seconds of video through the Instagram camera.
You’ll also discover Instagram has added thirteen filters built specifically for video too. When you post a video, you can also pick your favorite scene from what you’ve recorded as your cover image / thumbnail so your Instagram videos are beautiful even when they’re not playing.