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Instagram Ads Open to All

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Instagram recently announced that it is making ads available to all businesses on a self-serve basis starting in September and it will be available in 30 markets by the end of the month. Although sponsored posts are not new, you no longer need a budget like that of Constellation Wines ($361 M) to be able to compete for more of your audience’s attention. With 300 million users that post 70 million photos a day, and with 80% of the audience 21+, Instagram is a great platform for your wine and spirits brand. We explore the new ad platform to help you answer the hard question. How do we leverage Instagram for advertising?

 

The Instagram ad platform for all?

The technology behind Instagram’s self-served ads is Facebook’s Power Editor. You have the option of downloading your Facebook accounts and campaigns so they live on the same Power Editor account. Using Facebook’s platform allows Instagram to leverage the ad infrastructure. This enables interest targeting which uses information about your audience gleaned from Facebook, and it ensures that your audience is over 21 (particularly important for alcohol marketing). Instagram use Facebook-matched age data to determine the appropriate targeting. If someone is over 21, their experience is uninterrupted. If someone is underage or age undetermined, they will not be able to follow or see content from the brand.

 

Currently it supports 3 types of ads

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Image Ads: Are useful for businesses that are able to tell a story through beautiful imagery. It can inspire people to see your brand differently or to take action. The call-to-action buttons depend on the objectives of your wine campaign. It can be follow, learn more, install now (if you have an app), sign up (if you do email collection), or even shop now (depending on the local alcohol laws).

Video Ads: Offer the same visual quality as photo ads, but with sight, sound and motion. You can share videos up to 30 seconds long, and they can be played in landscape format. This is great for anything that requires more cinematic drama.

Carousel Ads: Adds an element of interaction to the imagery. Users have to swipe to see additional images, and the call-to-action button can take them to another website to learn more. This is good if part of your objective is to drive someone to your own website and into another funnel.

 

Wine and spirits brands that are getting it right on Instagram

Adding a call-to-action. Without followers, there is no audience to engage with your content. While Instagram is still testing their call-to-action buttons, it doesn’t mean that you shouldn’t include on in your caption or imagery. A call-to-action can be as simple as “follow us” to something more interactive such as “double-tap on the image of your favorite wine,” which results in a “Like” for your post.

Emphasizing visual design. Instagram was created as a photo-first platform, and Veuve Clicquot has tapped into the appeal of high-quality visual content. With 171,000 followers (US) and a top spot on Instagram’s list of “notable users,” Veuve leads most brands on the platform. Veuve shares images that make the audience feel like they are missing out on the finer things in life – the Champagne lifestyle. Every image is a piece of art, designed and curated. But it is accessible, showing Champagne in every situation, like brunch, snow day, board game night, etc.

Storytelling with the product. Stolichnaya Vodka is not a spirits brand that you would expect to hear about, but according to L2’s “digital IQ,” Stolichnaya ranks higher than other Vodka brands in the Instagram category. Stolichnaya began by assuming that their audience wants to see the same mix of lifestyle and product posts. But the Vodka brand decided to take an analytical approach, and in a surprising turn, posts using photos of the product received more engagement. The brand is now featuring 66% product shots on its Instagram.

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