Jennifer MadisonThe US consumer packaged goods industry (CPG) is expected to increase digital ad spend to $ 7.04 billion by 2018. With most of this spend directed toward branding efforts, marketers are always on the lookout for new ways to reach and inform their audience. Instagram presents an excellent opportunity to do just that.
Here are a few tips to help CPG advertisers reach the fastest-growing and most engaged community on any major mobile property today.
1. Start with a clear objective
As you get started with Instagram, it’s important to have clear campaign objectives. Are you trying to tell a story? Do you want to boost awareness? How about driving people to your website, or getting them to install your app? Once you have a clear goal in mind, it’s much easier to align your concepts and creatives accordingly.
2. Drive brand awareness with video
Instagram offers a powerful visual experience with still photos, but you can take your advertising to the next level by adding video. Use it to depict your products in action, highlight the problems they solve, and bring your brand to life. A recent eMarketer study shows CPG brands rank highest for share of digital video ads, and early advertisers on Instagram have seen significant lift in ad recall using this strategy.
3. Offer a fresh perspective on your product
Consumers often have strongly held opinions of CPG brands, which can be tricky to alter. However, Instagram offers a great way to remain true to your brand’s voice while also opening users up to new ideas. Consider yogurt-brand Chobani. To break out of the breakfast rut and encourage users to think of them all day long, they ran ads showcasing their products at snack time and for dessert. Similarly, Philadelphia Cream Cheese found consumers only thought of them around the holidays, so they changed the conversation to highlight how their products can fit in at occasions of all kinds.
Chobani for snack time, and Philadelphia Cream Cheese for all occasions.
4. Think about timing.
Do you offer a product designed to help consumers make dinners fast? Advertise as people are leaving work and wondering what they’re going to cook. Sell a laundry or cleaning product? Reach people on Saturday morning as they head to the grocery store and start their household chores.
5. Don’t hesitate to interact with users
Most people actually feel flattered if a brand interacts with them on Instagram, so monitor your hashtags and respond to the comments. Doing so can help increase engagement and further reinforce your brand personality.
6. Make it worth their while
To add value to your posts or ads, include something extra that consumers will appreciate. This could be a recipe, DIY idea, coupon link, or some other bonus that relates to your product. Nestle Toll House does a great job by providing handy baking guides, lots of recipes, and fun seasonal ideas.
As a relatively new avenue for social advertising, Instagram leaves lots of room for creativity and innovation to surprise and delight users.
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