Instagram Business
21 октября 2018
Raising a glass to mobile: How smart devices are redefining the beverage industry
On the first day of summer, you head out for drinks with friends. While you're waiting for them, you order an iced tea. On a whim, you take a photo of your ice-cold delight and post it to Instagram with the hashtag #summerdrinks. Impulsive? Maybe, but far from uncommon: today's Instagrammer interested in beverages is swift-thinking, decisive and quick to share.
Beverages, brands and buyers
In a recent collaborative study with our in-house consumer insights team (Facebook IQ), we learned that just like the beverage decision itself, mobile is both impulsive and social – with 41% even agreeing that photos and videos on Instagram influence their beverage purchase decision.1 And as beverage shopping becomes increasingly diverse and connected, people are using their smartphones to seek out, learn about and discuss their drinks in new ways – particularly in NY, Chicago, London and São Paulo.2
But the activity doesn't just stop there. These Instagrammers are scrolling, sharing and searching Instagram more and more, even visiting the platform 22 times per day – that's 8 more sessions a day compared to the average global Instagrammer. Needless to say, with so much frequency amongst Instagrammers, especially between 3-6 pm PST, beverage brands have more opportunities than ever to connect when thirst (and impulse) strikes.2
Skol
To define itself as the official beer of summertime and Carnival, Brazil's best-selling beverage brand, Skol (@skol), partnered with Instagram and agency F/Nazca to launch a video campaign created exclusively for Instagram Stories.
Beverage Instagrammers watch twice the number of videos compared to the average global user.
Instagram data, US (compared to global audience), ages 18-65+, females & males. Based on data from 28 days prior to 11 May 2017 that used beverage related hashtags.
For the campaign, the brand decided to show its innovative side by becoming the first Brazilian company to test stories – and the results were as big as Carnival itself.
Targeted at people all across Brazil (18+ years old), the campaign's message encouraged viewers to think outside the box and enjoy the summer's most outgoing celebration with Skol. As a result, the brand's advert recall jumped by 29 pts, and the total number of people who saw Skol as the beer most closely tied to summer (primarily amongst women) increased by 3 pts.
illy
Looking to raise awareness of its overall brand and products amongst millennials in a fresh, playful way, Italian coffee company, illy (@illy_coffee), teamed up with Instagram and artist/illustrator, Max Petrone, to create a series of Instagram carousel adverts that told the illy story using coffee as the medium.
This fun campaign proved to be a hit with the Instagram audience, producing a 16 pt uplift in advert recall and even rising 21 pts amongst its target of 25-35 year olds.
BrainJuice
And it's not just the larger beverage brands using Instagram to reach consumers with memorable creative, it's smaller businesses too – such as BrainJuice (@naturalbrainjuice).
For this Austin-based drink company, who prides itself on being a liquid shot of nutrients for your brain, Instagram is a main channel for connecting with its customers and building a community around its products.
As a small, but growing beverage company, Instagram has been a fantastic way for our business to connect with customers and build a community. Not only does it allow us to share what we're doing, but it lets us hear directly from the fans of our product and even share their stories too. These relationships that Instagram helps create are the foundation and heart of BrainJuice.
Lindsay Stern, Marketing Lead, BrainJuice
Salad Power
With so many different ways for businesses to connect and share on Instagram, one veggie-first company has the art of posting down to a science – literally. Treating its content like an experiment, New York City-based Salad Power (@saladpower) found which style of posts worked best for engagement by researching and testing everything they shared on Instagram.
We’re a company that's very scientific at heart and testing different variables is a key aspect of that. Instagram gives us a very thorough set of data to use to judge how well a post does. It has helped us improve engagement by 50%.
Nikhil Wagh, Co-Founder & COO, Salad Power
The next round's on mobile
As mobile continues to reshape the world around us, it's important that beverage marketers understand its impact and the ways mobile can connect them with their customers – whether it's on the go or in the moment. And while the path to purchase is short and impulsive amongst beverage Instagrammers, the discussion around what and why they drink is anything but minimal.
To learn more about mobile's impact on the beverage industry and how we think about drinks, head on over to Facebook IQ for the full article.
Driving business impact with ads in Instagram Stories
Since globally launching earlier this year, Instagram Stories has quickly become a game-changer in the way businesses reach their customers and drive results. With 200 million Instagrammers using stories daily, more and more brands have integrated stories' full-screen ad capabilities into how they connect and engage with their communities on Instagram. Two of these visionary companies are Beats by Dre (@beatsbydre) and Michael Kors (@michaelkors).
Beats by Dre
Known for its premier products and sound, Beats by Dre was looking for a fresh way to reach potential customers and build hype around its new wireless headphones. With its target audience already active on Instagram Stories, the brand knew exactly what it had to do next.
Joining forces with media agency PMG, marketing agency Laundry Service and creative agency Anomaly, Beats by Dre produced a series of creative videos made specifically for Instagram Stories using its increasingly popular vertical view. The first, which promoted the brand's BeatsX campaign, showcased an array of celebrities interacting with the headphones and demonstrating one of its many innovative product features – magnetic earbuds. The rest of the series focused on the brand's new Solo3 Icon collection colours, bringing them to life through stunning product shots and immersive visuals.
To say the least, the videos were a huge success.
Using the Website Clicks objective in Instagram Stories to target and drive the campaigns, Beats by Dre was able to achieve an 11-fold increase in website traffic, a 16-fold increase in unique user engagement, a 29% increase in purchase lift and a 15% higher click-through rate (as compared to other advertising channels).
Michael Kors
No stranger to using innovative techniques to share their story with the world, Michael Kors tapped Facebook Marketing Partner VidMob to help them drive recall, purchase intent and overall opinion of its new Michael Kors Access smartwatch.
Working with a 30-second, horizontal product video, VidMob was able to transform the original spot and turn it into an engaging series of vertical videos (2, 6, 10 and 15 seconds) to feature on Instagram Stories. These cut-downs allowed the brand to test which video lengths worked best amongst their target audience of females in the UK aged 18 to 54.
Not only was the campaign a hit on Instagram, but it generated statistically significant lifts for the brand and its new smartwatch – a 23.7-pt lift in ad recall and 8.8-pt lift in favourability, well above both regional and industry benchmarks.
Moving forward
As stories continues to evolve as a tool that helps businesses all over the world do more on Instagram, we're excited to see the way our community of brands uses its unique ad capabilities to reach more customers and tell more stories.
To see how other businesses like Beats by Dre and Michael Kors are using Instagram Stories to drive results, explore Instagram for Business for more success stories.
The who, when and why of mobile shopping this festive season
As more and more shoppers swipe, scroll and tap their way to gifts this festive season, it's important for marketers to understand the people and behaviours that are driving mobile shopping today, especially with the emergence of the mobile-first shopper – someone who expects to complete the majority (51% or higher) of their Christmas purchases on a mobile device.
To shed light on this evolving trend and find out just how marketers can win the festive season, as well as the year ahead, we went on a world tour with our in-house consumer insights team (Facebook IQ) to uncover the nuances surrounding the emergence of this savvy, mobile-first shopper.
'Tis the season for mobile
While the number of people buying on mobile varies from country to country, shoppers from all over are turning to their favourite, always-with-them device to do most of their Christmas shopping – with people in Asia Pacific and the United States driving this phenomenon.1 Because of this, nearly 40% of shoppers agree that, when it comes to Christmas shopping, their mobile device allows them to make a more informed purchase decision.2
And Instagram is playing an increased role in this in-the-moment experience.
With people turning to their feeds and stories everyday to research gift ideas and discover what to buy their friends (and even themselves), it's no surprise that Instagram's level of influence on Christmas shopping continues to evolve year after year.
From 2015 to 2016, the number of people who consider Instagram influential grew by an average of 12%,3 while 46% believe that Instagram is very influential on their Christmas shopping.4 And when compared to the average shopper, mobile-first shoppers are 2.35 times more likely to buy gifts or shop for themselves on Instagram and 2.29 times more likely to find deals or promotions on Instagram.3
As mobile's influence continues to grow, it's no surprise that more and more businesses on Instagram are seeing the impact (and opportunities) of the mobile-first shopper.
Seizing the holiday
After finding past successes using Facebook's carousel adverts to advertise its travel destinations to the globetrotters of the world, Virgin Holidays (@virginholidays) was looking for a new, more personal approach to raising awareness around its brand and the various destinations on offer to drive conversions both online and in store on Instagram.
With the help of Instagram Stories and its community of 250 million daily active users, Virgin Holidays partnered with creative agency AMV BBDO to launch a playful campaign back in March that brought the landscapes of NYC, Las Vegas and San Francisco to life. Placing the viewer at the centre of the action, the videos and images in the stories occurred in real time and full screen – making the viewer feel like they were really there, and nudging people into turning their dream holidays into a reality.
Adverts in stories was an obvious addition to our paid social strategy. By producing creative that matches the playful, real-time concept of the channel, we saw a 2.84-times higher return on advertising spend compared to previous Instagram video campaigns.
Stuart Chapman, Social Media Executive, Virgin Holidays
And not only were the stories entertaining to watch, but they were perfectly suited to highlight the tiny but essential details that help to sell travel destinations as well. The three-day campaign generated a 5-times increase in the video completion rate (compared to previous video campaigns), as well as dropping the cost per view by 10%.
Mobilising the perfect fit
Wanting to reach new customers with its Black Friday and Cyber Monday promotions, MeUndies (@meundies) tapped performance marketing agency MuteSix to create a user-acquisition campaign that retargeted people who had browsed its website and convince them to become customers of the feel-good brand.
Completely shattering expectations for the two-day holiday campaign, Instagram helped the brand earn a five-times return on advertising spend with 25% lower cost per purchase and 30% lower cost per add-to-basket action than other channels.
Making the holidays even sweeter
And in NYC, home of infamous bite-sized cupcakes, Baked by Melissa (@bakedbymelissa), the brand uses Instagram to connect and engage with its sweet-toothed community of connoisseurs through fun and colourful posts. It's here where the inspiration behind the brand's mouth-watering cupcakes are brought to life in a way that leaves Instagrammers salivating during the holidays with each swipe.
«Instagram has helped our business grow in so many ways. Besides highlighting our products and educating our customers on them, we offer a behind-the-scenes look into our brand and company. We see Instagram Stories as a virtual scrapbook and always make them light and fun. There is less pressure to deliver perfect content since they disappear after 24 hours. We try to balance both the feed and stories to give our customers fun and informative content every day!»
Melissa Ben-Ishay, President & Chief Product Officer, Baked by Melissa
Buying into mobile this festive season
As mobile continues to accelerate the shopping journey for businesses all over the world, marketers must learn to appeal to this new, fast-growing shopping profile and adapt to meet the growing behaviour of the mobile-first shopper. Especially, when it comes to the festive season.
To learn more about mobile-first shoppers and how mobile is challenging marketers this festive season, visit Facebook IQ for the full article.
Announcing 15 million business profiles
Today, we're excited to announce that our community of businesses has grown to 15 million (up from eight million in March). As people continue to use Instagram to discover brands that they love, share and follow their passions across mobile, businesses of all sizes are finding it the perfect place to stand out and tell their story — especially as 80% of Instagrammers follow a business today on Instagram.1
And with the help of fresh, creative tools such as Instagram Stories, businesses are creating more and more compelling content to share with their communities, whether organically – informed by the insights tools that we provide businesses – or as a paid advert.
While there are dozens of success stories from major brands all around the world, a majority using business tools are small- to medium-sized businesses, such as Vitaly from Toronto and Le Chocolat des Français out of Paris.
Crafting a fashion icon
During a trip of self-discovery in Bali back in 2011, founder of fashion brand Vitaly (@vitalydesign), Shane Foran (@shanevitalyforan), discovered something more than just himself. Working alongside craftspeople in the small town of Ubud, Shane created the first handmade ring that would later inspire his entire line of fine men's jewellery.
Since that moment, Vitaly has evolved into a fashion icon with over 400 retailers now carrying the brand’s unmistakable, architectural pieces. But despite all the success that has come over the years, the brand still needed a little help with engaging lapsed customers who had visited (and left) its website.
Teaming up with Instagram to develop a mobile-only campaign, Shane (and team) used dynamic adverts to retarget people with products they were already interested in, but had yet to purchase. Blending the brand's highly stylised product and lifestyle shots with a direct focus on the product, Vitaly was able to reach more than 243,000 people and achieve a 3.9x return on advert spend.
Sweetening up success
For Le Chocolat des Français (@lechocolatdesfrancais), the French creative chocolate brand, «Instagram is one of our principal means of communication,» says Matthieu Escande, co-founder of the colourful and delicious brand. «It's a great tool for interacting with our community and developing our brand awareness,» continues co-founder Vincent Muraire, «especially as our chocolate has a very visual and creative universe».
Working with selected artists to create each unique wrapper for its artisan bars, «Le Chocolat des Français has been able to be at the frontier of food and illustration; two things that work really well on Instagram,» says Vincent. And as a result, the brand is now an international household name.
«Thanks to this platform, we were approached by a number of distributors,» and they are now available throughout the world at various department and concept stores, as well as online.
To learn how your business can do more with a business profile and join the growing number of brands doing the same, take a look at these simple how-to steps for updating your current profile on Instagram.
Sight, sound and mobilisation
Over the last year, there's been a dramatic rise in mobile video consumption throughout the world – including in the US and Canada. And this appetite for mobile video doesn't seem likely to stop any time soon, especially as more than a third of people surveyed in the US and Canada expect to consume even more video on their smartphones in the future. Particularly on Instagram, where 45% of people surveyed believe that their consumption of mobile video will increase even more in the future as well.1
Year-over-year, the time people spend watching video on Instagram is up more than 80%, while the number of videos produced per day on the platform has continued to increase by 4 times each year.2 With the emergence of innovative mobile video formats such asInstagram Stories, marketers have more opportunities than ever before to connect with their audiences, whether on the go or in the moment.
To find out exactly where the future of mobile video is heading next, we teamed up with our in-house consumer and advertising insights team (Facebook IQ) to explore the ways mobile video consumption is changing the way we shop, share and stay connected.
Seeking convenience, community and relevance
While the dramatic rise in mobile video consumption is driven in part by a desire for on-the-go entertainment, there's something more to this versatile experience than just convenience. All over the globe, more and more Instagrammers are becoming increasingly drawn to mobile video because it connects them to an engaged community and offers them content that feels personal and relevant.
Amongst the instagrammers surveyed, 60% believe their consumption of mobile video on Instagram has increased in the last two years (vs 33% increase on TV viewing amongst surveyed TV viewers).
Facebook IQ source: “Media Attitudes” by Lieberman Research Worldwide (Facebook-commissioned study of 1,500 people in the US and Canada aged 18-64, including 409 people who use Instagram at least once a week), March 2017.
When compared to traditional TV, mobile video on Instagram is 2.9 times more likely to help people feel connected to friends and family, and 1.9 times more likely to give them something to talk about. In other words, it's a catalyst for connecting to the things that matter most. But not only is this interaction happening while people are out and about, but it's also occurring while they're at home as well. In fact, the home is the most common place where people watch mobile video.1
And the way people feel when viewing video on mobile is playing a huge part in this experience.
Dialling up emotion and engagement
Not surprisingly, people who view mobile video on Instagram associate it with a heightened sense of positive emotions – even feeling happy as a result. The same people surveyed also said that they were 2.4 times more likely to feel inspired by mobile video on Instagram than TV, and 1.7 times more likely to feel excited.1
But it's not just the type of mobile video content found on Instagram that inspires these positive associations. It's also where the content comes from that sparks such inspiration.
Building a fitter, stronger brand
Australian fitness brand Kayla Itsines (@kayla_itsines) was looking to drive awareness for its new “Sweat” fitness app, but needed a little spot to help it reach its target audience of women aged 18-42 in the US. Partnering with the Facebook Creative Shop, Kayla Itsines was able to do just that.
Optimised for mobile, the brand created a full-funnel video campaign that ran across Facebook and Instagram around the simple message “Workout, anytime, anywhere”. Reaching a wide audience of 6.4 million people, the campaign generated an astounding 21-point lift in brand awareness with a 6 times increase in higher brand reach (compared to global e-commerce market campaign norm). Not only did this show the power of using mobile video, but also how brands are able to do more with Facebook and Instagram.
Facebook and Instagram are our platforms of choice to connect with our community. Through this campaign, we were able to see real brand results and uplift in awareness – it’s this ability to connect with new audiences and inspire them with the right message that makes Facebook and Instagram the place to grow our brand.
Tobi Pearce, CEO, Kayla Itsines
Quenching thirst (and then some)
Looking to drive in-store sales of its flagship product, Gatorade Thirst Quencher, innovative beverage brand Gatorade (@gatorade) joined forces with its partners at Facebook, media agency OMD and digital agency VML to create a powerful video advert made specifically for the Instagram and Facebook community.
Leveraging Custom Audiences on Instagram and Facebook, the mobile-first campaign focused its strategy around people aged 18+ and used striking visuals with heavy branding to capture the attention of its target audience. As a result, the Gatorade team was able to lift household penetration by 3.29% and short-term sales by 4.62% (measured by Oracle Data Cloud's ROI campaign analysis).
Bringing fashion to life
For its first creative advertising campaign on Instagram Stories, online fashion retailer ASOS (@asos) wanted to increase brand awareness and engagement in the UK (and the US) with its highly active audience of fashion-conscious teens.
By combining the high production values and style of a fashion shoot with mobile video, the mobile-first brand created a series of clever adverts that were tailor-made for its audience of young, digital natives. Rather than pushing sales messaging or specific products, the campaign focused on brand awareness and entertaining Instagrammers where they feel most at home, resulting in a 14-point lift in advert recall in the UK (and a 7-point increase in brand awareness in the US).
Instagram Stories was a great place to create an advert that wasn’t pushing sales messaging or a specific product. We really wanted to deliver a strong brand message and help drive awareness and engagement in an authentic and sympathetic way to the channel, and entertain our audience in a moment that’s really capturing their attention.
Leila Thabet, Global Director of Content & Engagement, ASOS
Mobilising the future of video
From the office to the home and beyond, an ever-increasing amount of people are watching videos on their mobile devices in a variety of locations and ways –presenting new possibilities for businesses on Instagram to share their story with the world.
To learn how your brand can maximise this rising trend of mobile video consumption, take a look at Facebook IQ for the full article.
