Instagram Advertising: The Performance Marketer's Guide to Finding and Scaling Success

Advertising Automation Software
Instagram Advertising
The Performance Marketer’s Guide to Finding and
Scaling Success
Please note: Companies featured are not necessarily Nanigans customers.

Why Use Instagram For Direct Response Advertising?
• Instagram is a primarily mobile experience, so ads are
seamlessly integrated into a stream of organic content
• Instagram advertisers can use familiar Facebook targeting
capabilities and the same cutting-edge ad units
• Instagram is a proven driver of purchase intent, with many
brands achieving results 2-3X above Nielsen online averages
Source: Instagram for Business

Instagram By The Numbers
• Instagram has over 400 million monthly active users
• 75% of its users are located outside the US
• Over 40 billion photos have been shared on the site
• Over 80 million photos are shared on Instagram daily
• Instagram sees 3.5 billion likes each day
Source: Instagram for Business

Instagram Ad Units: Mobile App Install Ads (MAI)

Instagram Ad Units: Mobile App Install Ads (MAI)
Try This:
Showcase in-app functionality,
the device on which your app
will be used, or someone from
your target audience interacting
with your app.
If your app has a recognizable
character or some kind of win
screen – like a bonus level or a
promo code – experiment with
featuring it in your ad creative.

Instagram Ad Units: Photo Ads

Instagram Ad Units: Photo Ads
Try This:
Test different copy variations
to discover which words are
driving site visits.
Then, further optimize copy
based on what’s performing
best for your campaign
objectives (e.g. member
registrations, purchases,
signups, and more.)

Instagram Ad Units: Video Ads

Instagram Ad Units: Video Ads
Try This:
By default, Instagram
automatically plays video ads
with no audio, and
automatically loops at the end
of the video.
Make sure the first few
seconds of your video include
eye-catching visuals that will
grab your audience’s attention
even without sound playing.

Instagram Ad Units: Carousel Ads

Instagram Ad Units: Carousel Ads
Try This: Tell a narrative story with each progressive image. Be sure
your first image prompts your audience to engage and scroll.
With a unique visual storytelling format, you can get creative
to drive clicks to your website.

Ad Creative Best Practices: Lighting & Detail
Make sure your Instagram images
are high quality in order to fit in
naturally with other photos on the
platform. Avoid grainy or blurry
images.
When producing creative for your
ads, choose natural lighting over
harsh, artificial lighting. The more
authentic your image, the better.

Ad Creative Best Practices: Classic Composition
Ads will be more appealing
when you apply classic
composition techniques such as
the Rule of Thirds, balance,
leading lines, and creative
framing. Let your creative stand
on its own by keeping things
simple.
Elements like borders or heavy
photo filters can distract
viewers from your message.

Ad Creative Best Practices: Subtle Branding
You don’t want your brand to
overpower your Instagram ads. Try
incorporating an iconic brand
element or signature color for
memorable yet not overpowering
branding.
If you’re going to include your logo
in your creative, don’t make it the
main focus.

Ad Creative Best Practices: Consistent Visual
Messaging
Focus on a central idea that is
conveyed in a storyline, a
specific visual style, or a
continuing theme.
Make sure the image alone
conveys this message so users
can understand it even if they
don’t read the accompanying
text.

Ad Creative Best Practices: Minimal Text
Imagery - not text - should be
the main focus of your
Instagram ad creative. If you use
text overlay in your photos,
make sure it covers less than
20% of your image.
Alternatively, try sharing the
accompanying text in the ad
caption instead of on the image
itself.

Ad Creative Best Practices: Mobile Optimization
Since Instagram is a mobile platform, it’s crucial that your ad
creative is designed with small screens in mind. Equally important is
that ads link to mobile optimized landing pages.
Keep the customer journey smooth by aligning branding and
messaging across your ad creative and landing page design.

Keep it Fresh: Creative Iterations
Repeatedly promoting the same ad to your target audience can lead to
ad fatigue or even negative reactions towards your brand.
With consistent changes, your audience always sees fresh creative
that’s more likely to inspire them to take your desired action.

Creative Iteration: Bloomingdales
Here, Bloomingdales
varies Instagram ad
imagery while leveraging
the same copy in both
ads.
Though the message in
consistent, the
presentation is entirely
new in order to capture
the attention of a
different buyer persona.

Ad Creative Best Practices: Minimal Text
Here, retailer
Abercrombie & Fitch
takes a close look at the
details and craftsmanship
of its jeans.
To refresh the creative
concept, the second ad
takes a wider view, selling
not just one pair of jeans,
but an entire outfit and
attitude.

Creative Iteration: Blue Nile
Blue Nile emphasizes
the handmade quality
of its product in the first
ad.
The second ad appeals
more to the emotional
association of
presenting an
engagement ring. By
using different creative
approaches, Blue Nile
prevents ad fatigue.

Ways to Scale Success
To scale your success in a sustainable way, you’ll need to know
which tactics and targeting strategies work best.
Here are Nanigans tips and strategies behind some of the best-
performing direct response campaigns on Instagram.

Ways to Scale Success: Cohort Analysis
This powerful tool breaks up performance data of common
characteristics or experiences into segmented cohorts, and then
visualizes the data to you can easily identify patterns across the
lifecycle of a customer.
By identifying top performing ads and deciphering what made
them a success, you can replicate those attributes to ensure that
your future ads drive similar results.

Ways to Scale Success: Creative Testing
Because Instagram is all about visuals, you want to make sure that
you’re putting the best possible creative in front of your
audience.
The Nanigans creative testing tool automatically promotes ads
based on performance, ensuring that the image and copy
combinations best suited to drive your desired results are
prioritized over all others.

Ways to Scale Success: Stop Loss
While scaling Instagram campaigns, you’ll want to avoid
exceeding your target CPA and instead work towards meeting
your yield goal.
Nanigan’s Stop Loss protection tool will monitor each individual
ad in your campaign and automatically pause ads that are under-
performing.

Ways to Scale Success: Closed-Loop Attribution
Because Instagram is a native mobile platform, closing the loop on
attribution across devices enables you to more intelligently
optimize towards lifetime value and attribute revenue back to
specific efforts.
Implementing tracking pixels on desktop and the Nanigans SDK on
mobile is the best way to paint a complete picture of your return
on ad spend on Instagram.

Ways to Scale Success: Custom Audiences &
Lookalikes
Instagram’s personalized targeting capabilities help you do
everything from retargeting lapsed app users to attracting new
high-value purchasers based on your best and most loyal
customers.
Pairing Custom Audiences with Lookalike Audiences takes the
guesswork out of scaling user acquisition and retention, leading
to increased revenue on Instagram.

For more information about advertising on
Instagram, visit the resource center at
Nanigans.com.

Instagram Advertising: The Performance Marketer's Guide to Finding and Scaling Success

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Instagram Advertising: The Performance Marketer's Guide to Finding and Scaling Success