ICYMI: Instagram Hits 1MM Advertisers and Releases In-App Shopping Feature
This week: A clip from Adaptly’s #SMWNYC session about how advertisers should approach Facebook and Instagram, Instagram hits one million advertisers and rolls out a new shopping feature, and Adaptly client Currys PC World finds success on Black Friday running Dynamic Product Ads on Facebook.
As social media platforms find their niche and become more sophisticated, user behavior on each individual platform continues to diverge. Consumers have separate accounts on Facebook, Instagram, Pinterest, Snapchat, and Twitter, and they use each one for different reasons. Advertisers risk missing the opportunity to reach audiences at scale if they don’t recognize and play to each platform’s strengths. Adaptly addressed these challenges and more at Social Media Week alongside clients Chico’s and Etsy. Check out Social Media Week’s recap for highlights and a clip from the session.
After ramping up its advertising capabilities over the past several months, Instagram reached an impressive milestone this week: one million monthly active advertisers. That’s 200,000 more advertisers than the platform had at this time last year. Instagram is home to over 600 million users globally, 8 million of which are businesses using business profiles. To provide further value to advertisers, Instagram is planning to provide more insights on stories, posts saved, and multi-post images, in addition to rolling out new capabilities like an in-app booking feature.
In other big news from Instagram, the platform’s shopping feature is being rolled out to apparel, jewelry, and beauty brands across the US in the coming weeks. This feature allows brands to upload their product catalogs and tag inventory within their posts in the same way that users can tag people. Users will be able to click on the product tags to learn more about each item, with the option to link out to the brand’s website to shop around or purchase.
To capitalize on Black Friday sales, UK electrical retailer Currys PC World worked with Adaptly and agency Blue449 to create Dynamic Products Ads (DPAs) on Facebook. DPAs allow brands to upload their product catalogs to Facebook in order to serve ads of individual product items, including real-time pricing and availability. Over the course of the two-month campaign, DPA activity drove an impressive number of tracked orders at an average ROI of 3.60x. For full campaign insights, download the Adaptly success story.