Instagram’s Head of Advertising Research on How to Boost Ad Performance

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Ruth Arber, VP of Strategic Accounts at Adaptly, and Jaideep Mukerji, Head of Advertising Research at Instagram, discussed about boosting your advertising performance on Facebook and Instagram.

Below are some of the takeaways from the session. To watch the entire talk of ‘A How-To: Boost Ad Performance Across Facebook and Instagram’, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

Arber started the talk about how Adaptly thinks of the digital world today in two parts: traditional media and walled gardens. She continued to talk about how this social media industry plans – the capability of each platform is different. “Things are getting more complex for all the platforms.”

Arber discussed how that Facebook is made up of 1.7 billion people and 500 million on Instagram. “If you leverage on Facebook you can also leverage also on Instagram.” Adaptly is able to target people with the information that is available on both Facebook and Instagram.

Arber then asked the question, “How should we be thinking about Facebook and Instagram as channels?” Which is when Mukerji transitioned into answering this important question.

Mukerji talked about the research Instagram has done and how there are major differences between Facebook and Instagram.

Facebook is about the ‘personal sphere and staying in touch with the friends and family that you have.’ While Instagram is similar, but has more of a “public sphere – they’re more willing to follow public personalities – and they’re more willing to follow people they don’t know personally but are connected through a shared interest or shared passion.”

He states “Instagram is used as a visual inspiration. People turn to Instagram to be visually inspired and visually transported to different states of mind.”

Instagram and Facebook are apart of shared services and apps at Facebook Inc. Advertisers are able follow on both Instagram and Facebook and figure out who their consumer is and what they’re interested in. The ads work well because they are native and seamless which equals better targeting and used across both platforms.

Why should you advertise? Why should you do both platforms? The research that has been done at Instagram shows that advertising on both platforms works. Buying across audiences allows companies to:

  1. Reach more people
  2. Generate more lift
  3. Create better value

With the creative aspect of Instagram, it has a lot of companies asking “If i can’t match that level of creativity on Instagram, do I belong on that platform?:

He goes to talk about how “We’ve seen advertisers be successful on Instagram using a range of approaches to creative.” There is not a “one size fits all approach” to advertising on Instagram and the creative.

A great takeaway from Mukerji is that “If you have good performing creative on Facebook – you should see the same on Instagram” All in all, focus on making good creative.

To hear this full talk and learn more from Arber and Mukerji and their knowledge on advertising on Facebook and Instagram along with some more creative tips, sign up for SMW Insider, our premium video platform that provides you with access to the latest trends, insights and best practices from leading experts, brands, agencies, publishers, and platforms.

To hear this full talk and learn more from Arber and Mukerji and their knowledge on advertising on Facebook and Instagram along with some more creative tips, sign up for SMW Insider, our premium video platform that provides you with access to the latest trends, insights and best practices from leading experts, brands, agencies, publishers, and platforms.

The original article can be found on Social Media Week.