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Facebook found another place to replicate its success and learnings in mobile advertising by acquiring Instagram and introducing Instagram ads in its news feed about 3 years later.
Facebook mobile app install ads are very famous amongst publishers and developers. And the “ease of use” makes Facebook a good platform to get started with user acquisition.
Why Instagram ads have success?
There can be many reasons for same and the list could be pretty long here. So here are the important factors that contribute to the success of advertising on Instagram.
Mobile-first platform
Instagram is always considered as a mobile-first platform, and has a high user engagement. The ads pertaining to native gets display only on mobile users’ feeds. And look pretty much like standard posts.
This is a perfect fit for mobile app install ads is when you find a way to catch users attention while staying true to the platform.
Power Editor tool
Which is the facebook’s advanced advertising tool? Answer is the power editor and as far as Ad manager is concerned it is for more basic campaign creation.
One can create both Instagram and Facebook ads with both the tools.
This is great because:
- Advance targeting of same kind can be done on facebook.
- It makes it easy to try creative on both.
- Re usage of best performing ads from one platform on the other is possible. But please keep in mind that the differences in usage between the two platforms though.
Focused on visuals
Instagram is something that focuses on visuals, making it perfect for visual ads.
You can put your photo and video creative front and center due to different formats. The truth is that the Instagram video posts make standard video posts even more catching.
A user base of millenials
The most of the instagram’s audience infact 90% is under the age of 35, and it’s projected that by 2019 nearly two-thirds of all millenial smartphone users will use Instagram
If you have a young audience, it’s a great place to advertise.
Instagram is pushing video – hard
Instagram is pushing the video medium in its app just similar to facebook.
Apart from allowing users to post videos in their feed, Instagram has added the Stories feature. Instagram is letting users publish 10s vertical videos which is very close to Snapchat stories. With a tremendous growth and more daily users than Snapchat Stories, Instagram is already leveraging Stories ads.
Instagram has also now launched live streaming video in Instagram Stories.
Publishers and types of apps advertising on Instagram
Some very interesting insights by sensor tower on Instagram App Install Ads in the US.
All the ads on instagram are not app install ads.Please be informed that the ads pertaining to app install represents 26% of all ad impressions in Q2 2016.
Instagram users are already familiar with mobile app install ads on the platform and they are more and more common even if most ads direct to the mobile web. So this states that Instagram mobile app solution is the most popular platform.
Most of these ads are used by games, shopping and entertainment app advertisers.
The most of their dollars are spend by which publishers? It varies per quarter, but this gives you a good idea.
There is always a good mixed bag of game and non-game apps advertising on Instagram.
A look into Instagram’s ad formats
Instagram offers different ad formats that is similar to Facebook, and that can be leverage on. And whether they are photo or video ads they are quite similar to standard posts, with the addition of an optional (but you should use it) Call to Action.
This is the exact copy of what most Instagram users are used to seeing in their feed, clearly making the picture the center element of the ad.
It should not look like a stock photo.
Users can post 15s square videos on instagram at the start. Making sure they would get used to seeing videos in their feed.
Since then, they’ve changed their technical requirements and videos can now be up to 60 seconds long. The moment the like videos posted by users they get played automatically when appearing in the center of a user’s feed.
Both sound and motion can show off your app and get users excited about it thus Instagram video allows you to leverage both.
To be frank one in four Instagram ads are video ads.
Just like carousel ads on Facebook, let you include several photos and/or videos in a single ad. Usually they display just like the photo or video ads at the initial level, but when they swipe users can see more content.
It has a great format to showcase different benefits of your app wor to tell a story whether it uses photo or video creatives.
It’s interesting to note that Instagram also has what it calls “Dynamic ads” to increase mobile app engagement for users that already have your app.
Should you try mobile app installs on Instagram?
The audience/customer base should be on Instagram before you start spending your advertising budget on Instagram ads. If that’s not the case, then it’s probably not worth exploring at the moment. If that’s the case, then try and understand better who they follow, what they like, etc.
Keeping in mind the above point one should only take into consideration Instagram advertising if you already have some following on the platform. Or if you’re at least working on it. You don’t want people to check your profile and see it empty.
Wrapping up:
Instagram can be a great platfom or a stage to try mobile app install ads, especially if you’re already familiar with the platform. Looking at Instagram’s growing user base and advanced targeting, it can also be a good way to scale your paid user acquisition efforts. If you’re really to give it a try, check out our article on how to create great Instagram video ads for mobile app install campaigns. Also you check out the mobile application development at BR Softech.
