One month after Instagram opened advertising to small and mid-size agencies Penna Powers had the opportunity to launch test campaigns for both sponsored posts and videos. These campaigns tested various demographics in the non-profit/government and retail verticals. Both tests allowed us to successfully engage the designated audiences, driving website clicks, brand awareness and engagements. But most importantly, the campaigns provided Instagram advertising metrics for us to share with the world.
Storytelling is what Instagram does best, add in Facebook’s excellent targeting capabilities and your brand story can now be seen by the exact audience you’re seeking. Our campaigns set out targeting two very different audiences, teenagers (13-17) in the non-profit/government campaign and M/F (18+) in the retail campaign. The wide audience in the retail vertical was chosen to allow us to gauge a true CPM benchmark based on a large demographic segment. We were curious to see if Instagram’s estimated CPM of $13 held true or if our campaigns would come in much higher, even or much lower. Both campaign results are listed below presenting a much lower CPM in both instances by a healthy margin. The non-profit/government campaign also presented interesting data that teenagers will actively engage with Instagram content even though studies are showing a migration to other social media channels such as Snapchat. The wide audience in the retail vertical aligned with established Instagram data with the millennial audience outperforming all other segments of the target demographic. Instagram advertising is uniquely positioned to help push Facebook even further ahead of Twitter and Google in the social advertising front.
Instagram Advertising Campaign Performance:
Campaign 1- non-profit/government- Sponsored Posts:
- CPC: $0.14
- CPM: $4.17*
- CTR: 2.96%
Campaign 2 – Retail- Sponsored Posts:
- CPC: $0.44
- CPM: $6.58*
- CTR: 1.47%
Campaign 2 – Retail- Sponsored Video:
- CPV: $0.01
- CPM: $2.48*
- CTR: 2.08%
*Instagram estimated CPMs of $13
- 97% lift in ad recall
- 16-point average ad recall lift
- 7x higher Nielsen ad recall vs. other study data
Users spend on average 5 minutes per day on Instagram and Facebook.
We look to Facebook to begin tying in retargeting between the two ad platforms serving ads to the audience members who may have interacted with one on Facebook or Instagram presenting an opportunity for marketers to have even better data and more audience touch points. At the end of the day social media is all about engagements with the line between a website click and a comment blurring every day. The new advertising opportunity has brought about change within our own Social Media Department with the team shifting dollars almost immediately from Twitter to Instagram because of the superior ad products and the fact that Instagram blows away Twitter engagements.