Instagram has been rolling out advertising to selected accounts in Australia since October 2014, after trialing the ads in the US and UK.
Ten Australian brands were signed up to the launch: McDonald’s, Ben & Jerry’s, Vegemite, Tourism Queensland, Toyota, Audi, Flight Centre and Philadelphia Cream Cheese. During this testing phase, Instagram has wisely limited the number of ads that users see in their News Feeds, and have encouraged user feedback.
One company that had large success with the Instagram advertising rollout was Philadelphia Cream Cheese, who used the ads as a platform for promoting their ‘pour over’ range. Their Sweet Chilli Philly cheese was the centerpiece of content that created appetising ‘pour over’ moments in the lead up to the festive season and summer. According to their team, Philadelphia Cream Cheese’s Instagram ads were seen by around 365,000 consumers, and the number of organic followers also increased significantly. They also saw a 45% increase in sales for the pouring range. You can read more here!
With sponsored video ads recently launched in Australia, and Carousel Ads (which allow user to swipe the ad for additional information on the product) being launched in the US, it’s only a matter of time before Instagram ads become more widely available.
What does this mean for your business? Instagram ads are the new frontier for creative marketers, and give brands a great platform on which to show off their products in an appealing and interesting way. Brands that can be innovative may cash in on the chance to display their products to previously untapped audiences. With over 300 million people using Instagram worldwide, that’s a lot of potential eyeballs you could be reaching and engaging with, which makes Instagram advertising well worth exploring.
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