1 00:00:00,450 --> 00:00:07,890 In this video you are going to learn about Instagram odds and how you can reach 150 million daily active 2 00:00:07,890 --> 00:00:12,620 users on Instagram through the Facebook platform. 3 00:00:12,660 --> 00:00:18,600 We'll start by understanding a little bit more about instruments and when and where you can use them. 4 00:00:18,670 --> 00:00:24,040 They're not available for every single objective so that's worth just reviewing quickly. 5 00:00:24,270 --> 00:00:29,790 And then we're just going to start jumping into some case studies and looking at how some real life 6 00:00:29,790 --> 00:00:37,080 businesses are using Instagram as part of their campaigns and I've got a number of examples here to 7 00:00:37,080 --> 00:00:44,280 go through quickly and then we want to finish up looking inside the ads create to about how you can 8 00:00:44,280 --> 00:00:51,180 select for your campaigns to appear on Instagram and some of the requirements and restrictions that 9 00:00:51,180 --> 00:00:54,730 you think about an order of your content if you want to do that. 10 00:00:55,200 --> 00:01:02,340 So let us start by looking at the Facebook guide here which is always a great place to start to understand 11 00:01:02,340 --> 00:01:05,450 different formats and objectives. 12 00:01:05,880 --> 00:01:13,350 And the key thing to understand straight away about Instagram is that Instagram ads are not a completely 13 00:01:13,440 --> 00:01:14,870 separate thing. 14 00:01:14,970 --> 00:01:19,830 You don't have one particular objective if you want to use an Instagram account. 15 00:01:20,130 --> 00:01:26,790 They are really just one of the five places where your Facebook ads can appear and where you can choose 16 00:01:26,790 --> 00:01:29,010 for your Facebook ads to appear. 17 00:01:29,010 --> 00:01:34,570 So here are the five here your mobile news feed on Facebook your desktop news feed for Facebook. 18 00:01:34,590 --> 00:01:41,280 The right hand column on Facebook on Instagram as well and the audience networks. 19 00:01:41,310 --> 00:01:43,290 So those are the five different places. 20 00:01:43,290 --> 00:01:49,320 Remember Instagram is just one of the five places you could create a campaign where your ad only appears 21 00:01:49,320 --> 00:01:51,540 on Instagram. 22 00:01:51,720 --> 00:01:59,100 But if you want to do that just remember that you can't use Instagram as a placement option for all 23 00:01:59,100 --> 00:02:04,380 of the out objectives and I want to quickly go through that with you because there are some limitations 24 00:02:04,470 --> 00:02:05,850 on that. 25 00:02:05,880 --> 00:02:11,410 So in terms of if you wanted to promote app engagement you can do that on Instagram as well. 26 00:02:11,410 --> 00:02:12,550 There's no problem. 27 00:02:12,610 --> 00:02:13,520 Opon. 28 00:02:13,860 --> 00:02:19,230 Great place to do that on Instagram and as possible clicks to Web sites. 29 00:02:19,470 --> 00:02:24,160 You can get people to click on a link in Instagram and go to your Web site. 30 00:02:24,810 --> 00:02:30,810 Here's where here's a couple of examples where you can use Instagram as a place to show your ads lead 31 00:02:30,810 --> 00:02:39,180 generation for now and lead ads are only available in the Facebook dustoff news feed in the Facebook 32 00:02:39,300 --> 00:02:40,830 mobile news feed. 33 00:02:40,830 --> 00:02:43,770 Now this will probably change over time. 34 00:02:43,770 --> 00:02:51,270 So always good idea to come back into the Facebook's guide and just type it into Google to find it to 35 00:02:51,270 --> 00:02:57,810 check if Instagram is available for the ad objective that you were really aiming for. 36 00:02:58,010 --> 00:03:04,160 Another place where Instagram is not available as a placement for ads is Page Likes. 37 00:03:04,200 --> 00:03:05,810 And this is probably pretty obvious. 38 00:03:06,030 --> 00:03:10,800 But if you want to get more likes for your page you're going to be much more successful doing that on 39 00:03:10,800 --> 00:03:16,730 Facebook itself and you can see that those are the options right now just for that. 40 00:03:16,980 --> 00:03:21,050 You want to get web site conversions and drive people to the store. 41 00:03:21,060 --> 00:03:23,470 You could do that on Instagram as well. 42 00:03:23,670 --> 00:03:30,670 So good to know some of the limitations for Instagram and using it as part of your odds. 43 00:03:30,840 --> 00:03:37,140 Now that we understand those ins and outs let's have a look at some case studies and really understand 44 00:03:37,260 --> 00:03:41,670 how people are using Instagram as part of their campaign. 45 00:03:41,670 --> 00:03:50,130 So we have put a video bracelets here and we can come down and see the ads here on both Facebook and 46 00:03:50,250 --> 00:03:51,400 Instagram. 47 00:03:51,810 --> 00:03:57,090 And if we scroll down a little bit there is quite an interesting quote here from the CEO and co-founder 48 00:03:58,320 --> 00:04:04,470 who says that they use lookalike audiences to reach people like our Web site visitors. 49 00:04:04,470 --> 00:04:12,140 So they're using custom web site audience and they want to reach people on both Instagram and Facebook. 50 00:04:12,150 --> 00:04:15,120 And here's really the interesting part for you. 51 00:04:15,120 --> 00:04:20,510 Our cost per order for instruments is the same as it is for Facebook ads. 52 00:04:20,520 --> 00:04:26,910 So in fact Instagram has expanded our ability to drive orders and revenue from our website visitors 53 00:04:27,270 --> 00:04:28,440 and new customers. 54 00:04:28,470 --> 00:04:34,590 So that's the key thing to understand the advantage in this case of instruments was not that they're 55 00:04:34,590 --> 00:04:37,030 10 times cheaper or anything like that. 56 00:04:37,200 --> 00:04:43,660 It's that they allow you to extend the reach of your campaign to that massive Instagram audience. 57 00:04:43,890 --> 00:04:50,480 Let's have a look at another example to see how people are using Instagram ads as part of their campaigns. 58 00:04:50,490 --> 00:04:58,620 You've got wonder here which is a app and they wanted to accelerate sign ups in the Philippines. 59 00:04:58,650 --> 00:05:04,130 Now once again you'll see here that they didn't use Instagram in isolation. 60 00:05:04,130 --> 00:05:06,740 It was really part of a bigger campaign. 61 00:05:06,950 --> 00:05:13,700 And you can see here that the team extended the campaign to include Instagram ads and the audience network 62 00:05:13,700 --> 00:05:18,450 which allowed them to drive sign ups beyond Facebook. 63 00:05:18,730 --> 00:05:23,630 And you can see that they use a lot of different type of ads like carousel. 64 00:05:23,710 --> 00:05:29,610 They use the conversion trapping video ads so you can use that as part of your instagram placement. 65 00:05:30,020 --> 00:05:31,970 Let's have a look at another example here. 66 00:05:31,970 --> 00:05:36,030 Mentor Danmark which is a Danish tutoring company. 67 00:05:36,140 --> 00:05:44,030 What these guys did is they really focused on video arts to raise awareness about their tutoring company 68 00:05:44,690 --> 00:05:47,120 and then to support these. 69 00:05:47,120 --> 00:05:54,760 They used photo wants on Instagram to showcase some of these personal bonds so you can see them here. 70 00:05:54,770 --> 00:06:01,910 So in this case once again you can see that the Instagram was more of a supporting role for this bigger 71 00:06:01,910 --> 00:06:02,930 campaign. 72 00:06:03,380 --> 00:06:10,490 Let's finish up in the ads created here crystal clear on how to include or exclude Instagram from your 73 00:06:10,520 --> 00:06:11,660 campaigns. 74 00:06:11,970 --> 00:06:20,680 I'll select the example of creating a campaign to get some video views continue with this and then we 75 00:06:20,680 --> 00:06:27,280 come into the Azza level and this is the place where you really decide where your ads will be placed 76 00:06:27,640 --> 00:06:30,370 under the Plaisance section here. 77 00:06:30,410 --> 00:06:36,700 Now what may surprise you is that by default your odds will actually appear on Instagram. 78 00:06:36,700 --> 00:06:42,850 You can see that by default all odds are placed automatically which is recommended mean that your odds 79 00:06:42,850 --> 00:06:49,120 will automatically be shown to your audience in the places they're likely to perform best and the places 80 00:06:49,120 --> 00:06:54,680 where they will appear are those five places that we saw at the beginning of this video. 81 00:06:54,730 --> 00:06:59,580 Facebook feeds the right hand column Instagram on the audience networks. 82 00:06:59,590 --> 00:07:05,600 So by default your ad is appearing on Instagram if you select this option. 83 00:07:05,640 --> 00:07:11,570 Now you may be surprised I would say hang on I don't have an Instagram account so how is that happening. 84 00:07:11,630 --> 00:07:19,250 What Facebook will actually do is pull the profile image from your Facebook page and the name and present 85 00:07:19,260 --> 00:07:25,210 that as an Instagram account on Instagram in an ad so you don't have to do anything to start advertising 86 00:07:25,780 --> 00:07:27,650 on Instagram which is really handy. 87 00:07:27,670 --> 00:07:34,960 Now if you want to exclude Instagram from your ad campaigns or focus on it alone you just need to comment 88 00:07:35,010 --> 00:07:36,480 edit placements. 89 00:07:36,490 --> 00:07:39,450 For example I can remove Instagram. 90 00:07:39,460 --> 00:07:41,280 Soon my ads won't appear there. 91 00:07:41,530 --> 00:07:48,040 I can select Instagram and remove everything else and then my adult only appear on Instagram. 92 00:07:48,040 --> 00:07:53,050 Now if you select that option or you want to include Instagram There are a couple of other things that 93 00:07:53,050 --> 00:07:59,640 you need to look out for and that really is in relation to the content of your AD. 94 00:07:59,860 --> 00:08:05,170 So for example if I select a single video that I want to promote here's one thing you want to watch 95 00:08:05,170 --> 00:08:06,060 out for. 96 00:08:06,190 --> 00:08:12,020 If you want to use a video in your campaign on Instagram it can only be 60 seconds max. 97 00:08:12,070 --> 00:08:17,620 So if you want to promote a video on Facebook on Instagram make sure it's just 60 seconds so it can 98 00:08:17,620 --> 00:08:25,420 appear in both places and that's simply it very simple to include Instagram as part of your campaigns. 99 00:08:25,420 --> 00:08:30,230 Remember it's not a stand alone odd that has a unique objective. 100 00:08:30,250 --> 00:08:35,240 It can fit into almost all of the objectives with some of the restrictions we talked about and it's 101 00:08:35,240 --> 00:08:40,950 just one of the five places your odds can appear so now that you understand much more about Instagram. 102 00:08:40,960 --> 00:08:44,460 Think about how you can use them as part of your next campaign.