Instagram recently announced four enhancements to direct response ads, which are focused on driving better visibility and interaction. When ads including links were originally rolled out in the fall of last year, the call-to-action (CTA) button was at the bottom right corner of the ads. However, Instagram found that many people glanced over this undersized element of the ad, leading to poor direct response ad performance.
In June, Instagram gave the CTA button a face lift by expanding it across the bottom of the ad, attempting to increase ad performance and revenue. Since this update, Instagram ads have seen a performance increase by more than 45%.
Once again, Instagram is changing it up. The newest solutions aim to boost ad performance even more, while providing users with a more intuitive experience in the process.
The four new solutions from Instagram include:
- Highlighting the CTA button when people show interest on or around an ad – these actions include resting on the ad for four seconds in their newsfeed, or tapping on the profile name (pictured below).
- Adding the CTA button to the comments section of the ad – alongside its appearances at the bottom of the advertiser’s profile, which was implemented in June. Now, when Instagrammers open up an ad’s comments, they are able to engage with the brand more quickly, and avoid additional tapping or scrolling (pictured below).
- Automatically adding additional relevant information to the CTA button – such as product price, destination URL or app store rating – when detected from the ad, profile or website (pictured below).
- Users will be taken to the destination URL on direct response video ads when they unmute it, while the video continues to play at the top of the screen. This feature enables users to explore, browse, and take action on the landing page while continuing to watch the video. Users will also be able to enter full screen or dismiss the video player if they prefer to browse without it (pictured below).
WHAT THIS MEANS FOR MARKETERS
These Instagram updates aim to improve the way brands communicate with their audience, in turn improving overall performance for advertisers. The more prominent CTA aims to draw the user’s attention to the desired response, bringing added value to the advertiser. But as more and more people engage with ads, brands needs to be sure they’re providing the best experience for users clicking through to their site, including clear, optimized content and an intuitive path to conversion.
As these updates are rolled out to all users – which Instagram assures will happen over the course of the next month – there is a chance the appearance of the features will change as they are tested and optimized to provide the best experience for users and advertisers alike. Keep an eye out for these updates, and be sure your brand has a strong, adaptable strategy in place for your social media efforts.
INFORMATION SOURCE: Instagram