Tools & TechnologyInstagram ads filtering out promising early results

Instagram ads filtering out promising early results

Instagram ads, just six months old and limited to a select group of 15 brands, are already showing promising results, according to exclusive data.

Instagram ads, just six months old and limited to a select group of 15 brands, are already showing promising results, according to exclusive data given to Adweek by the social photo sharing site.

Internal performance figures on ad partners Taco Bell, Ben & Jerry’s and Hollister provide a peek under the hood of how this platform will fare when it goes wide in late spring. More ads are on the way, thanks to Instagram’s $40 million megadeal with Omnicom.

The figures

  • Taco Bell saw a 29 percentage point gain in ad recall for the April rollout of its breakfast menu, per data from Instagram’s user panel that pits a control group against a test group.
  • The fast-food chain’s promos sometimes got engagement rates 400 percent higher compared to its organic posts.
  • Taco Bell’s Instagram following—currently at 411,000—jumped 45 percent during its monthlong ad campaign.
  • The data company also reports that Instagram advertisers—including Michael Kors and Ben & Jerry’s—are averaging 60 percent higher engagement rates for their organic posts in the three days following their paid promos.
  • Hollister, which was the first teen-focused brand to test the ad unit, saw its promo for a spring line of girls’ dresses achieve an ad recall lift of 32 percentage points.

 

 

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