Instagram Talks Ad Performance, Says Early Results Are Promising


Instagram Ads

Instagram started rolling out ads in the U.S. on November 1, and today shared the first look at results from four different campaigns.

The photo/video sharing service analyzed three different factors: Ad reach, ad recall and awareness.

Levi’s and Ben Jerry’s are the two campaigns with full case studies, and Instagram says there were four initial campaigns.

Here were the overall results:

  • Levi’s reached 7.4 million users in the U.S. over nine days, and targeted ages 18 to 34.
  • Ben Jerry’s reached 9.8 million users in the U.S. over eight days, and targeted ages 18 to 35.
  • 17 percent of users who saw an ad for Ben Jerry’s Scotchy Scotch Scotch ice cream associated it with the brand.

According to Instagram, there was a 32 percent increase in ad recall across all four campaigns, and all four successfully delivered in terms of reach.

From the Instagram For Business blog:

While these initial results are promising, we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction. As we emphasized when introducing ads, our goal is to make them enjoyable, engaging and natural to Instagram, so we started by partnering with brands that were already great members of the community.

Earlier this week, Instagram took a look back at some of the biggest moments of 2013.


Mike Stenger

Lover of technology, Mike often makes jokes that nobody laughs at.

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