November 28, 2014

New Instagram Ads Bring 17 Percent More Brand Awareness

Instagram Sponsored AdsEdit

If and when Instagram advertising becomes available to smaller businesses, there seems to be some evidence of its effectiveness for brand awareness.

Of course, whether that exposure will make dollars and cents to smaller companies depending on the cost of the advertising is uncertain. (Instagram has been working with a very select group of advertisers since November and hasn’t revealed anything about the cost of the ads.)

However, if your business already uses Instagram to communicate with customers, these numbers ought to give some idea of the effectiveness of the messages you share.

Instagram Shares Some Ad Results

Certainly the reach claimed for Instagram’s initial ads is impressive. Of the two brands for which Instagram shared initial data the company says:

  • Levi’s reached 7.4 million over a nine-day campaign that targeted users between ages 18 and 34, while
  • Ben & Jerry’s reached 9.8 million over an eight-day campaign targeting users between 18 and 35.

The company also shared more detailed case studies on both brands here (PDF) and here (PDF).

Of course, for ordinary business users this kind of reach would only be possible with a more expensive advertising campaign. (You probably don’t have 9.8 million people following you on Instagram!)

However, for many users, the most interesting information comes from the Ben & Jerry’s campaign. On a recent post on the official Instagram blog, the company explained:

“In particular, seventeen percent of people who saw a single ad for Ben & Jerry’s Scotchy Scotch Scotch-flavored ice cream not only became aware of the new flavor, they also associated it with the brand.”

The results suggest that, for those followers with whom you share images, the message does have an effect.

However, the company also notes the initial ads may have gotten better results because they are new.

Bottom line: There seems to be some firm evidence that Instagram can boost your brand message.

Image: Instagram

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Joshua Sophy - Staff Writer


Joshua Sophy Joshua Sophy is a staff writer for Small Business Trends, covering technology and business news. He is a journalist and editor with 15 years experience in media. A former newspaper reporter and editor, Joshua also serves as President of the Board of Directors of a curling club and is editor of a regional newsletter focused on the sport of curling in the Eastern U.S.

9 Reactions

  1. I agree Intagram ads can build brand awareness, but people also could be annoyed seeing ads on their instagram

  2. I see Instagram as a powerful advertising platform, especially for companies that have image-rich brand identities. However, as the number of ads increase, it will start to drive early adopters away. It’s the trade-off of all companies between making revenue and keeping users happy.

  3. I guess it has to happen sooner or later. I just hope that it not too intrusive that I don’t get to see the pictures that matters to me and only see those ads. I love Instagram but if there are too much ads, I may have no choice but to look for another platform.

  4. Instagram is starting to be a hit for business owners to advertise their products. It is becoming more like the long gone Multiply site. It’s a hit because people can easily view the products offered by a shop/business. For someone owning a small online shop before, I can say using Instagram as a platform for advertising is a great idea.

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