There are plenty of articles touting Instagram as a tool to reach and engage with consumers. Still, there is much more to learn about Facebook’s photo-sharing app, especially since developers keep introducing new features to the platform.

Right now Instagram is experimenting with new advertising formats and as we’re experienced in the world of branding, we see these new formats as a significant opportunity for companies to boost their market presence, which we’ve summarized into four key learnings.

1. Visual Insta Ads fit in the #environment.

And this time, they really do. So far the “native ads” that we find online only adjust to the platform in terms of format. Insta Ads do more than just integrate with the look and feel of the app. Their content also matches the visual nature and the user base of the social network. Since its launch in October 2010, Instagram has become a trendy lifestyle hub with people sharing pictures of nature, colourful food and the occasional #selfie. Fashion, furniture and accessories have always been a part of the Instagram world. For lifestyle companies such as Zalando or Westwing, this is a great opportunity to create value with dedicated content that will be consumed along with other Instagramer’s posts in the user’s news feed.

 

2. Ads provide #easy information and #short ways to purchase

For a long time it was impossible to post website links within the app besides the biography section in the user’s profile. With the new advertising formats users can simply click on a button for further information or to download an app. Instagram even offers ‘install now’ buttons for apps, allowing users to promptly install or launch them within the Instagram platform. This way, they don’t have to remember a website name and type it in their browser manually. With the new ad format, Instagram makes it easy for users to get more information on what they are interested in. And this pays off: according to a study by mobile analytics company adjust, the time spent by Instagram-acquired users on Lifestyle apps is on average 70% longer than on other channels.

3. The #platform itself meets #userneeds at its best

Instagram managed to grow faster than other social networks. Even more important, young people love the photo-sharing platform. Why? Because Instagram is exclusively available on mobile devices and therefore meets the needs of the  “mobile generation”. There is no algorithm that defines what users see. They subscribe to the content they want; no distracting posts from your mother or serious news, because let’s be honest, the world is perfect on Instagram. The photo feed is simplistic and less cluttered compared to other networks. There is a clear focus on pictures and videos that all have the same square format. People show their appreciation with engagement rates which are 50 times higher than on other platforms.

4. Instagram ads are #honest and #transparent

Many Instagramers make money by reviewing and featuring products on their channels. This is a legitimate marketing technique. However these users hardly reveal that these are sponsored posts. Especially young consumers are having trouble distinguishing between organic and sponsored content. The new ads make clear which company they were posted by and we are convinced that users will appreciate this honest approach to social media marketing. Nothing is more hurtful to a company than customers feeling misled and losing faith in the brand. With this type of ad businesses can engage with their users in a transparent way and if the content provided is interesting enough, consumers will interact.

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Jan joined RCKT. as an intern in August 2015. The 22 y/o public relations student from Hannover is in charge of RCKT.’s social media channels and stays tuned to instagram’s innovations consistently. And of course, he takes way too many selfies.  

About #rcktwisdom

In the weekly blog format YOUR WEEKLY DOSE OF RCKT WISDOM, people at RCKT. share their expertise and personal on-the-job experiences. Sometimes funny, sometimes serious, but always helpful. Every Wednesday, we share our learnings in the form of a listicle.