Instagram Business
21 октября 2018
Unfiltered: Looking at instagrammers through a biometric lens
We're eager to share a study we recently completed that centred around biometrics and Instagram. The research shows how people physiologically react to adverts on Instagram. For instance, by using eye-tracking, we found that respondents focussed their attention more on the image portion of the advert than on the other parts, such as the text associated with the advert.
Listen to our podcast that discusses how biometrics work and why it matters. And we also include a couple key marketer takeaways that you can apply to your business today. Take a look at the full article and podcast on our Facebook IQ site.
Source: “Biometrics Study” by MediaScience (Facebook-commissioned study of 100 people ages 18-65 in the US), Sep. 2016.
200 million people using Instagram Stories
Instagram Stories has grown considerably since last year’s launch. Over 200 million people now use Stories every day to keep up with friends and accounts they love creatively. We’re also introducing new sticker tools that help Instagrammers be even more creative, whether they’re sharing to a story or having conversations with friends in Direct.
How businesses are using Stories
Businesses of all sizes around the world have been using stories to share their behind-the-scenes moments, daily happenings and personalities. Businesses like Akbank.
One of Turkey’s largest banks, Akbank ran a two-week advertising campaign in Instagram Stories to deliver their core message in a cheerful way while aiming to increase both brand loyalty and attitudinal equity. At the end of their campaign, they saw a 28-point lift in advert recall and 5-point lift in message association.
200 million people using Instagram Stories
Akbank is a brand with a strong heritage, yet it remains fresh and dynamic. Instagram has always been very much in line with Akbank's media-first essence.
Murat Göllü, Corporate Communications Senior Vice President at Akbank
Do more with stickers on Instagram
We’ve also introduced new sticker tools. Turn a selfie into a sticker that you can use throughout your story, put your selfie sticker anywhere, adjust the size and use as many other creative tools as you want. You can also pin a selfie sticker – as well as any other sticker or text – to a specific spot in a video.
If you live in, or are travelling to, Chicago, London, Madrid or Tokyo, you may start seeing geostickers for your city over the coming days. All geostickers have been designed by local community members to help bring the cities they call home to life.
We’re also rolling out a shortcut to get to your favourite stickers. Just tap the smiley face and swipe right to see your recently used stickers. And finally, when you record video using ‘Hands-free’ mode, tap and hold the button to see a timer that counts down to when the video begins.
Instagram’s always been a passionate community where people and businesses connect. And now, with our new sticker tools and hundreds of millions of people using Stories, there are even more ways for businesses to turn their most casual, everyday moments into something fun to share.
The power of the platform: Pixels + Print
We're always eager to share the latest Instagram insights and research to help keep you up to date on trends and what we're hearing from our consumers. Recently, our Facebook IQ team commissioned a study in partnership with Kantar Millward Brown to understand people's relationship to Instagram and magazines. The results were both interesting and compelling.
See the full article about the Power of the Platform. We've recapped the top insights as well as created a podcast with the FBIQ researcher and our Head of Industry for Beauty, Fashion, Luxury and Retail at Facebook. And don't miss the key marketer takeaways that you can apply to your Instagram business strategy today.
F8 spotlight: Getting more from Instagram Stories
Back in March, Instagram launched its newest ad unit, stories ads. Ads in stories offer an immersive, full-screen experience that allows businesses to target and reach audiences across Instagram's community of 600 million members like never before.
Although just released, we're already seeing tremendous momentum in how our developer community is building tools for companies to further drive their objectives in Instagram Stories.
To share how businesses are doing more with these evolving tools, we showcased their capabilities with stories ads last week at F8 – Facebook's two-day annual event where developers and businesses come together to explore the future of technology.
Here are some of the Instagram Marketing Partners that were spotlighted at the event.
Immersive content
Fido, a wireless network in Canada, was launching a new service, Fido Roam, to keep travellers connected while they're abroad. But to get the service in front of the right audience, it needed a little help.
Teaming up with social and video advertising partner, AdParlor, Fido launched a highly immersive Video Views campaign that engaged travel-hungry millennials in a memorable way.
Fido
Using AdParlor's Intelligence Tags technology to analyse creative elements of the campaign (background colour, imagery etc.), Fido was able to pinpoint exactly what assets worked best. Not only did these insights help Fido achieve better performance at greater scale, but the campaign's results boasted an overall video completion rate of 24 per cent – far exceeding their expectations.
More impressions
As the number-one tap brand in North America, Moen wanted to see how it could create more dynamic content at scale with Instagram Stories ads. To find out, it partnered with visual content platform, Olapic.
Moen
Using Olapic's Content in Motion to create a dynamic, full-screen video ad experience made especially for Instagram Stories, Olapic was able to extend Moen beyond its existing static campaigns with custom animations and branded templates. This resulted in 45 per cent more impressions and a fresh, new way for the brand to create engaging content more quickly and efficiently.
Real results
To increase awareness of its Red Bull Flying Illusion show in cities around Germany, the caffeinated beverage company needed a way to reach as many people as possible within its target audience. So it turned to social media ad specialist, Esome.
Red Bull
Using the new Instagram Stories ad placement, Esome and Red Bull ran a video campaign featuring visual illusions and captivating breakdancers. With its 13-day campaign, Red Bull saw a 9-point lift in people who found the event unique.
As seen at this year's F8 (and every day around the world), Instagram Stories is continuing to evolve how businesses interact with their audiences through its engaging format. And thanks to Instagram's growing community of best-in-class technology partners, businesses of any size can use this innovative, new feature to drive results with their own ads.
Learn how our Instagram Marketing Partners can help your business unlock its potential more easily than ever using Instagram Stories ads.
Introducing face filters and more on Instagram
Today, we're introducing face filters in the camera, an easy way to turn an ordinary selfie into something fun and entertaining.
From maths equations swirling around your head to furry koala ears that move and twitch, you can transform into a variety of characters that make you smile or laugh. To see our initial set of eight face filters, simply open the camera and tap the new face icon in the bottom right-hand corner.
Tap a filter to try it on, and keep an eye out for ones that work with a friend. Take a photo or video using the front or back-facing camera – they even work with Boomerang, so you can easily add an unexpected twist to what you share. When you've finished recording, you can add it to your story.
And more
Also today, we're rolling out more creative tools in the camera.
You can make videos that play in reverse with «Rewind», a new camera format next to «Boomerang» and «Hands-free». Drop a microphone and watch it fly up into your hand. Capture a fountain in motion and share a rewind of the water floating back up. Experiment with some magic tricks of your own and defy the laws of physics wherever you are.
You can also add more context to your story with a new hashtag sticker. Just tap the sticker icon in the top-right of your screen, select and customise the hashtag, then add it to your story. As with mentions, you can also add hashtags using regular text. Customers watching your story will be able to tap the hashtag sticker or text to visit the hashtag page and explore related posts.
Lastly, you'll see a new eraser brush when using drawing tools. You can erase other things you've drawn and play around with removing colour. After you've taken a photo or video, select a drawing tool and tap and hold to fill the entire screen with colour. Then, using the eraser brush, you can creatively reveal parts of your photo or video underneath.
From the very first photo filter to Boomerang and more, Instagram has always been the place you can go to turn regular business moments into something you can't wait to share. Now, you have more fun and easy ways to express your business and connect with the people you care about most – your customers.
To learn more about today's updates, visit the Instagram Help Centre.
These updates are available as part of Instagram version 10.21 for iOS in the Apple App Store and for Android in Google Play.
