It’s been about 6 weeks since Instagram introduced ads to its platform — and the results look good. As we’ve mentioned before, Instagram started slow, allowing only 10 retailers to start posting ads, which included Levi’s and Ben & Jerry’s. Although Facebook has only released the results from these 2 brands, both have seen significant gains. Levi’s was able to reach an audience 47 times bigger than its follower count, while Ben & Jerry’s was able to reach an audience 29 times larger. Pretty impressive numbers.
Both brands were concerned that the numbers may have been inflated due to the novelty of the new ads. Because of this concern, they decided to pay more attention to numbers regarding ad recall and brand message awareness. Resulting from these ads, consumers were 32% more likely to remember the product highlighted than someone who had not seen it. They also saw a 10% jump in message awareness for people who were exposed to the ads. These are solid metrics, but information on how much these companies paid for these ads has not been released, making it is impossible to truly calculate ROI.
Personally, we think Instagram ads are off to a great start. We’ve seen a few ads on our feed which have been visually pleasing and even enjoyable. Hopefully this is how the ads will continue to be, however we have our doubts. Instagram put such an emphasis on making sure these initial ads were high quality, once more advertisers enter the game, the quality is sure to suffer.
Tell us: How did you feel about the new Instagram ads?
-Mike & Samantha