With Instagram continuing to find success with its ad campaigns, more companies are finding that advertising on both its site and its partner Facebook could “double flank” consumers in terms of outreach, according to AdWeek.
Instagram has stated that it’s working with 100 companies across the world to expanding its ad program, 41 of which are specifically picked to help bring in additional advertising business to the site. The general goal is to improve planning and buying processes, along with boosting consumer insights and faster content-creation tools.
With that, there seems some interest in advertising across both sites simultaneously, in the hope of picking up viewership by consumers. A number of companies already advertise on Facebook, including Adobe, Salesforce, 4C, Spredfast, Hootsuite and AdParlor, among others, so converting to a dual-site plan could make social campaigns a bit easier.
“We anticipate growth with the extended reach into Instagram leveraging Facebook’s powerful targeting options,” said Monica Lay, senior product marketing manager for Adobe. “Many are still in test and learn phase, particularly around direct response, so it’s hard to quantify and estimate at this early stage.”
Eric Stahl, senior vice president of produce marketing for Salesforce Marketing Cloud, added, “Advertising on either Instagram or Facebook should not be thought of as part of a silo’d social-media budget, but as a core component of the advertising budget, especially as customers spend more and more of their time on mobile devices.”
Aaron Goldman, chief marketing officer for 4C, also had something to say about the program’s potential. “Having a streamlined solution to adapt content from one platform to another will be essential for advertisers who will want to achieve the most value from their assets and manage campaigns at scale.”
Considering both sites get a lot of views, especially on the mobile front, a program like this would clearly make sense to the right partners. “It’s hard to say that democratizing access to Instagram ads to both developers and businesses will not grow ad spend,” said Zaz Floreani, senior director of business development for Spredfast.
Instagram has already noted that one in five minutes spent on mobile devices is spent on either site, so that certainly goes a long way in terms of getting eyes-on with an ad. “Instagram provides access to a very large, very engaged audience,” a spokesperson told AdWeek. “The fact that you can use the same rich Facebook targeting criteria on Instagram will make it massively effective for advertisers looking to get their products or services in front of exactly the right people at the right time.”
With that, the growth potential for such a plan is clearly staggering. “Brands and agencies are still exploring where Instagram fits into their overall marketing mix, but we can say nearly everyone we’ve spoken to is interested to give it a test drive and see how it works for their business,” said Paul Van Winssen, director of operations and client services for AdParlor.
Now it’s just a matter of seeing what companies are interested. With all eyes on Instagram and Facebook, the two pronged approach is sure to get a ton of views.