According to Instagram, 60% of users say that they learned about a product or service on the platform. At that rate, it’s worth a test, wouldn’t you say? Whether you work in B2B or B2C, learn how you can successfully utilize this visual channel to expand your reach and drive conversions. Key learnings will include: - Solid understanding of campaign, placement, and creative options - Actionable strategies for your B2C and B2B brands to engage and convert - Understanding where Instagram is heading next and how you can prepare

1. Boost Your Brand and Your Bottom Line
with
Instagram Ads
Akvile DeFazio | President & Social Media Ad Specialist

2. Hello! I’m Akvile DeFazio
(pronounced: ahk-vee-lah)
● President and Social Media Advertising
Specialist at AKvertise, Inc., a social media
advertising agency in Central California.
● 11 years experience in the online marketing
industry, specializing in paid search and paid
social and organic social media marketing.
● Connect with me:
@AkvileDeFazio AKvertise.com

3. Learner Outcomes
After this session, you will:
● Have a solid understanding of campaign, placement, and creative options
● Acquire actionable strategies for your B2C/B2B brands to engage and convert
● Understand where Instagram is heading next and how you can prepare

4. Why Instagram?
● Over 1 billion users, globally
● 500M user Stories, daily
● 60% of users seek and discover
new products

5. Why Instagram?
● 71% usage among U.S. businesses
● 80% of users follow at least 1 business
● 70% more likely to purchase via mobile
● stats via HootSuite

6. Campaign Objectives
● Facebook Total: 13
● Instagram Feed: 11
● Instagram Stories: 7

7. Campaign Objectives: Instagram Feed
● Brand Awareness
● Reach
● Traffic
● App Installs
● Video Views
● Lead Generation
● Engagement
● Messages
● Conversions
● Catalog Sales
● Store Traffic
● No “Likes” or “Events”

8. Campaign Objectives: Instagram Stories
● Brand Awareness
● Reach
● Traffic
● Video Views
● App Installs
● Lead Generation
● Conversions

9. Ad Placements:
Instagram Feed

10. Ad Placements:
Instagram Feed

11. Instagram Feed: Ad Specs
● Image sizes: 1080 x 1080 pixels
● File Type: jpg or png
● Hashtag Max: 30
● Carousel Cards Max: 10
● For design specs: facebook.com/business/ads-guide/image/

12. Ad Placements:
Instagram Stories

13. Ad Placements:
Instagram Stories

14. Instagram Stories: Ad Specs
● Layout: vertical
● Photo Stories Visible: 5 seconds
● Image Size: 1080x1920
○ Key elements will appear within a 1080x1420 space.
● Carousel Cards Max: 10
● For design specs: facebook.com/business/ads-guide/image/

15. Instagram Video Ads

18. Instagram Video Ads
● Captivate with subtle motion
● If device sound is on, auto-plays with sound
● Only 1 Call-To-Action (CTA) is supported
○ No CTA available for video views campaign objective

19. Instagram Video: Ad Specs
● Feed:
○ Layout: square or vertical
○ File Type: .mov or .mp4
○ Duration Max: 60 seconds
● Stories:
○ Layout: vertical
○ File Type: .mov or .mp4
○ Unprompted Carousel Duration: 15 seconds
○ Prompted Carousel Duration: 60 seconds
○ Duration Max: 120 seconds

20. Stories Video Ads
● Unprompted Carousel Video Ads
○ Cards automatically displayed
○ Number of Cards: 3
Image Courtesy of Instagram

21. Stories Video Ads
● Prompted Carousel Video Ads
○ On first card, users can tap “Keep Watching”
○ Number of Cards: 10

22. Video Captions
85% of Facebook
videos are watched
without sound.
- DigiDay

24. Go Beyond The Caption

25. Upcoming Opportunities
● Instagram Checkout
● Instagram Branded Content
● IGTV

26. Instagram Checkout
● Launched March 19
● Only available in organic posts
○ Prediction: coming to ads in the near future
○ Appear in Feed, Stories, and Explore
● Selling fee charges merchants, not consumers.
○ Undisclosed amount at this time
○ In exchange for higher CVR

29. Branded Content
● Use Existing Organic Posts as Ads
○ Have you seen success with your organic Instagram posts?
○ ➡ Promote them!
● Branded Content Ads

34. IGTV
● Duration: 15 seconds – 10 minutes
● Larger accounts & verified accounts: 60 min.
○ Upload from a computer

35. IGTV
● Layout: Vertical, not landscape
● Format: mp4 only

36. IGTV

37. Your Next Move
Implement the Following:
● Bring your brand to life. Create Feed and Stories video content for ads.
● 85% of people view videos without sound. Add captions.
Begin Strategizing for:
● Instagram Checkout for eCommerce
● Instagram Branded Content Ads
● IGTV Ads

39. Thank You! Questions?
Akvile DeFazio
President and Social Media Advertising Specialist
@AkvileDeFazio
AKvertise.com