Cory Henke Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org The only constant in our industry is change, and what I have seen change more than anything is our consumption of media specifically on mobile within platforms. In our session, we will explore organic and paid strategies as well as case studies via PowerBI dashboards custom-built for the Utah DMC. Moreover, we will take a look at creative, primarily vertical and similar to previous presentations we will compare, contrast, and evaluate data insights that uncover a story about human behavior. Session takeaways: Organic & Paid Instagram Strategies & Implementation The value of data analysis and dashboard visualization A deeper understanding of the value of Instagram and capability for building a brand Audience development & retargeting strategies

1. 1Slide /
The Most
Valuable
Impression
on the Web
IG Stories
Intro. Why Stories?
Case Studies
IG Organic & Paid Strategies

2. 2Slide /
Investments
Paying Off
$100B
$300M in cash
and $700M in
Stock –
4/9/2012
-bloomberg
$75B
$1.65B in
Stock
10/9/2006
-Looxcie
$20B
$970M
8/25/2014
-Wired

3. 3Slide /
“
Instagram Platform Timeline
IGTV & Shopping
Stories
Video
Instagram
“The story format will
surpass the feed in
2019 and become the
main format of content
creation and
communication within
social media
platforms”
Chris Cox, Chief Product
Officer (Facebook)

4. CREATIVE
& ENGAGEMENTvariable.media

5. 5Slide /
90%
83%
Smartphone users hold their phones
vertically most of the time
Mobile users don’t
turn their phones
to watch videos
Vertical Video
Source: [1] MOVR Mobile Overview Report, Q2 2017 [2] MOVR Mobile Overview Report, 2018
Download: https://www.scientiamobile.com/wp-content/uploads/2018/08/MOVR-2018-Q2-final.pdf

6. 6Slide /
YouTube
investing
into vertical
engagement
and ads
YouTube Vertical Video
Ad
YouTube Feed
Engagement
YouTube
Stories

7. 7Slide /
:00
:03
:15
Bring Brand
in Early
1:20
Less time means more
relevancy, Story ads
that show a product in
use increases
effectiveness.
Ads with sound showed
significantly higher
engagement than ads
without sound.
:30
:45
:60
Max Video
Length
Image
Native
Carousel
Video
Expandable
Carousel
IG
Placement
Timeline

8. 8Slide /
Golden Coil – The New Review
• Audio from the beginning
• Quick cuts from the start
• Multi-video (longer than 15 seconds)
• Video changes alongside audio
• Logo – On Product
Chanel – Thump Stopper
• Quick cuts from the start
• Background IG Feature
• IG Boomerang | Stop Motion
• IG Face Filters
• Logo – Branding
Play GC Review Video

9. 9Slide /
IG Story Video Engagement Examples
Progress Bar Location Tags Pause To... Swipe Up

10. 10Slide /
Native
• Play 3 cards automatically without prompting
viewers for an action.
Expandable
• Display up to 10 cards.
• The first card is displayed to people with a
CTA to "Keep Watching".
• Once a viewer clicks the CTA, the remaining
cards will unfold.
IG Carousel Comparison
Native Expandable

11. 11Slide /
Engagement Retargeting (Instagram)

12. 12Slide /
Engagement Retargeting
(IG Story Ads)
1
23
Minimum
1. Profile Visit > Website CTA (New!)
2. Direct Message (Share)
3. Website CTA (Learn More)
Additional
• Carousel Swipes
• Video Views
• Polls

13. PRICING
& SCALEvariable.media

14. 14Slide /
Organic Sprout Social Scale Comparison
4x Increase in impression volume

15. 15Slide /
Organic Scale Research by Buffer.com
Stories dominate the News Feed
from a content consumption
standpoint.
https://buffer.com/resources/instagram-stories-research
Research shows Stories posting
length has a positive correlation with
reach and impressions

16. 16Slide /
AdStage Q2 2019 Platform Pricing Comparison
https://www.adstage.io/resources/adstage-benchmark-reports/
Placement CPC CPM CTR
Facebook Audience Network $0.62 $7.84 1.2%
Facebook Marketplace $0.57 $3.39 0.6%
Facebook Messenger $1.04 $7.15 0.7%
Facebook News Feed $0.64 $7.77 1.2%
Facebook Right Rail $2.15 $2.28 0.1%
Instagram Feed $0.67 $6.09 0.9%
Instagram Stories $0.76 $3.96 0.5%
Google Ads Display Network $0.35 $2.39 0.6%
Google Ads Search $1.42 $41.10 2.9%
Google Ads YouTube $2.33 $8.00 0.4%
LinkedIn LinkedIn $4.19 $8.45 0.2%
Microsoft Microsoft $1.56 $53.40 3.3%
Twitter Twitter $0.33 $4.97 1.6%
Stories > YouTube TrueView
• Full Screen Experience (guaranteed)
• No distraction
• Multiple ad units for variation testing
• Reach, Engagement, & Click Volume
• Audience Targeting
• Attribution

17. 17Slide /
AdStage Q2 2019 Platform Pricing Comparison
$6.09
$7.77
$3.96
$7.15
$8.00
$4.97
$0 $2 $4 $6 $8 $10
CPM
IG Feed FB Feed IG Stories Messenger YouTube Twitter
Why Stories > Newsfeed
• Reach & Impression Volume
• Cost efficiency
• Audience development
• 2x to 4x lower CPCs & CPMs
than Newsfeed (IMO)
https://www.adstage.io/resources/adstage-benchmark-reports/

18. 18Slide /
““Advertisers must rethink
their message not as a
headline, body text, and link,
but as a background,
overlays, and a feeling that
lingers even if viewers don’t
click through”
TechCrunch’s -Josh Constine

19. CASE STUDIES
variable.media

20. 20Slide /
Case Study | Golden Coil
Product: Custom Planner & Notebook
Primary Target: F18-44
GOAL: Test with $5K to gain a better understanding of how advertising on
Facebook & Instagram would impact Golden Coil.
THE SOLUTION: Leverage Instagram Stories to drive not only
performance but reach & scale. In breaking out our stories placement we
were able to average a $2 CPM and $0.30 CPC in Q4 2018, estimated the
most expensive time of the year.
THE SUCCESS: Within the first few weeks of delivery we decided to 8x
our ad spend due to performance. 10 weeks and we are sold out of
planners & notebooks setting a new bar for a young and growing company.
Hurdles: No mobile conversion opportunity and no retargeting / client or web history

21. 21Slide /
Case Study | Golden Coil
Platform: Power BI
Data: Facebook & IG
Comparison
• Stories vs. Feed
• IG vs. FB
• Funnel
Metrics Analyzed
• ROAS
• CPM, CPC
• Reach
Play PowerBI Video

22. 22Slide /
Case Study | Golden Coil

23. 23Slide /
Case Study | Lou Lou &
Company
Product: Swaddles, Gowns, Blankets, Bundles, Etc…
Primary Target: F18-44
GOAL: Lou Lou during a time of growth in Q4 2019 wanted to better understand
performance, creative, and scalability of their brand.
THE SOLUTION: Leverage Instagram Stories and media buying within the ads
manager but also the Instagram app to drive in-app engagement as well as
website click engagement to compare and contrast the user quality, scalability
and overall performance.
THE SUCCESS: In finding an understanding of in-app advertising we were able
to drive engagement, reach, and performance through unique CTA’s driving to
the Instagram page as well as increased retargeting buckets to drive better low
funnel performance.

24. 24Slide /
Creative
Comparison
V1 V2 V3
V1 – Behind The Scenes
V2 – How To Use Product
V3 –How To Use Product
in Daily Life
Which Story Drove
the best
engagement?

25. 25Slide /
App Advantages
• CTA – Visit Instagram Profile
• Audience – Look-Alike Page Followers
Cost Results
• Profile Visit - $0.04
• Web Visit - $0.32 (1/8)
• CPM - $3
Engagement Rate
• Impression to Profile – 8%
• Impression to Web – 1%
• Profile to Web – 12%
Limitations
• Objective – Traffic Campaigns
• Audience – No Look-Alike or Custom Aud.
• Ads Manager – Limited view & changeability
V3
Case Study | Lou Lou & Company

26. 26Slide /
Case Study
Lou Lou & Company
The question we should be asking as
“Marketers”…
Where should we be driving new users to
give them the best brand experience as a
potential first experience?
Our Website: Home of the purchase and
providing key information about our brand
Instagram: Home of engagement,
experience, and daily reach opportunity

27. 27Slide /
Case Study | Gathre
“The impact of
Facebook and
Instagram on our
business in one
word is growth.”
Results
• 81% increase in ROAS
• 45% lower cost per sale
• 63% lower cost per add to cart
https://business.instagram.com/success/gathre

28. Instagram Strategies
variable.media

29. 29Slide /

30. 4 Pillars of Instagram
Newsfeed: 1 Min Max
Newsfeed – Consistency
IGTV – Longform Creativity
Stories – Frequency
IG Live – Connection
IGTV: 10min or 1hour
Stories: 15sec/slide
IG Live: 1hour
https://www.garyvaynerchuk.com/instagram-for-business-180-strategy-grow-business-brand/

31. 31Slide /

32. 32Slide /

33. 33Slide /
IG Story Content Types - Tagging
Product
After account approval, stickers for products are allowed where
users can tap and learn more as well as make a purchase.
Poll, Question, Quiz
Garner feedback and response with engage with
curiosity.
Hashtag
clickable tag that takes users to relevant hashtag
page. Also allows users to find you organically.
Music
lets you share part of a song in your story.
Selfie & Repost.
tap the sticker that shows your profile picture and add
your photo as a sticker. Additionally, you can re-post
your own as well as content you believe your
community would engage with.

34. 34Slide /
Focus
Portraits, blurred background
Text Type
Text based only posts with colorful
background
Super Zoom
Dramatically zoom in on product or subject providing
a paparazzi or surprise effect
Rewind
Record video that will play back in reverse
Live
In the moment live stream with audience who can
comment. Will live as a story for 24hrs. afterwards
Boomerang
1 second looping videos
IG Story Besides Video & Photo
Hands-free
Record video without having to hold down record button

35. 35Slide /
01
Engagement
is the new
currency
02
Vertical format
will continue
to develop
03
Organic
Social is more
important than
ever before
04
Organic reach
is alive, and
the
opportunity is
daily
05
Re-think your
creative for
the
impression
vs. the click
through
In Closing… 5 Points.

36. Last Slide
variable.media

38. Thank You!
Questions?variable.media