It’s that time again: Instagram Updates time! As consistently as ever, Instagram has some new features for us to dive into this month.
You may have noticed some of these features popping up already, like the ability to target users for ads based on their activity on your Instagram profile. Others, like the broadcasting feature, are still in testing and may not be released to all profiles for some time yet.
Regardless of whether they’re just announced or have already been released, we’re going to take a look at the new Instagram features we’ve got the new scoop on this month.
To keep you up to speed, we’re also going to go over some of the banned hashtags you want to avoid (and why it’s a necessity).
If you’ve been using the Facebook Ads manager, you may have noticed this brand new feature as it’s rolled out within the last week or so.
In the Create-An-Ad system, we now have new targeting options.
Specifically, we can now target users based on their activity on our Instagram profile, including video views. This feature is only available for business profiles on Instagram (not just public ones).
Targeting Based on Instagram Profile Activity
To access this new feature, you’ll need to choose to create a custom audience. From there, choose “Engagement.”
On the next screen, you’ll see the two new options related to Instagram (and a few new ones for Facebook). The first is to create a custom audience of people who have watched an Instagram video (previously, this was only an option for Facebook videos).
You can even get specific, choosing audiences who have only watched 75% of your video, for example.
The other is to target users based on their activity on your Instagram business profile. This new feature can be incredibly powerful when used correctly.
You have the option to create custom audiences on:
- Anyone who engaged with your business profile at all
- Users who visited the profile
- People who engaged with a post or ad
- Anyone who sent your business profile a message
- People who saved a post or ad
When creating this custom audience, you can also select the time frame for the activity in question. If you only want to target users who have seen you in the past week, great. If you want to target users who interacted with your profile six months ago, you can do that, too.
You also have the option to include and exclude different activity criteria. You can, for example, create a custom audience of users who engaged with a post or ad, but exclude those who messaged your business since this may indicate some interest.
To include or exclude different criteria, click on the “Include More” or “Exclude More” CTAs.
There are some great use cases for this feature. You can now hit interested-but-timid users with a follow-up ad campaign that contains a generous offer focused on conversions, for example.
Broadcasting with Friends
Instagram Live Stories have really taken off (you can read more about them in our past updates further down in this post!), and now Instagram is looking at new ways to expand the feature.
Starting at the beginning of the month, Instagram began testing the ability to invite Live viewers to become a “guest,” or to broadcast live in real time with you. For anyone who remembers Blab, this is basically Instagram’s version of that.
You can remove and add new guests to your broadcast at any time. In order to invite them, they must be viewing the live video during the broadcast.
This has fantastic opportunities to expand the functionality of Instagram live.
Once we get the feature, we’ll be able to interview guests from all over the world in real time, all in an Instagram Live video. Since live videos can be saved to the camera roll now and be shared as regular Stories once the broadcast is over, this is a big deal and I’m excited for brands to be able to get ahold of it.
This feature is still in testing, so there’s no saying when we’ll get it. We’ll probably see a slow roll out, just like all other features. We’ll let you know when we know more.
Enhanced Features for the API
Previously, Instagram analytics were kept to the native insights that could be accessed only from the actual mobile app. Now, business profiles will be able to access their analytics and reports directly from the API.
This is a big deal for two reasons, aside from the obvious one of convenience.
The first is that you won’t need to give someone access to your Instagram for them to see the detailed analytics.
The second is that third party companies have this ability, too, meaning they’ll be able to help you with your analytics in ways they couldn’t before.
The comment moderation features that we discussed in last month’s updates will also be accessible through the API.
To use these tools, business profiles will be required to login with Facebook when giving third party tools access to their account. All Facebook and Instagram partners (including AdEspresso!) have gotten these new, enhanced features.
Did you know that there’s such a thing as banned hashtags on Instagram? If you didn’t, you’re not alone. And, shockingly, banned hashtags aren’t what you might think.
When I first heard the term, I assumed it meant that if someone typed a banned hashtag, it wouldn’t be clickable or that Instagram would somehow alert you that you shouldn’t use it. That’s not what happens at all. You get no notification. You do, however, have a punishment in the form of severely limited reach for that particular post. Not only will it not show up in the banned hashtag search, it won’t show up publicly in the discover area for any of the other hashtags on your post, either.
Some banned hashtags make a lot of sense, like #bootybounce, and they’re exactly what you’d expect to see banned for potentially violating the site’s policies. Others, however, might surprise you; #dogsofinstagram, #easter, #skype, and #tgif are all banned, too. You can check out the highlights of banned hashtags you’re most likely to be using here.
If you want to check a hashtag to see if it’s restricted or been banned, before using it, just do a simple search. If it’s a banned hashtag, you won’t see any recent posts; you’ll only see top posts. In addition, at the bottom of the
In addition, at the bottom of the screen, Instagram will explain that recent posts containing the hashtag aren’t shown because the hashtag has been associated with content violating community guidelines. That spells it out pretty clearly.
This month didn’t give us any sparkly, shiny, revolutionary new features for the platform, but that doesn’t mean this month’s Instagram updates isn’t worth noting carefully. In many cases, these smaller, quieter updates can go a long way in fully fleshing out and developing the platform into something with incredible options and outstanding marketing power. This, after all, is what happened with Facebook; Instagram is following suit.
Test out the new features, take a look at the new and improved metrics, and definitely watch out for those banned hashtags. While we don’t have the broadcasting feature yet, we’ll let you know as soon as it’s here!
What do you think of the new Instagram Updates? Have you seen any of these new features on your accounts? Which are you most excited about? Leave us a comment and let us know what you think!
Top Instagram Updates You Need To Know – July 2017
Unsurprisingly, given the platform’s continued rate of development, we have four new fantastic features to take a look at today, all of which have just rolled out within the past few weeks and days.
The focus of this month’s new updates are the Live Stories feature, which has gotten some great add-ons to make it more dynamic, and brand new comment moderation tools. Both of these will help you and your audience interact in new exciting and effective ways.
Keep reading to stay up to date on the latest Instagram updates!
Live Video Replay
A few updates ago we got the ability to add live stories to our camera roll and then share them as regular Instagram videos (or Facebook videos), but to be honest, this update might be even better.
In this update, you can now instantly share your live video directly to your Stories with one simple touch; all you have to do is click “Share” once the broadcast has ended. Your live video will be played back in its entirety on the Stories feature, all the way down to the incredible engagement you got as it was filmed.
Users will also be able to rewind several seconds to catch anything they may have missed, which is a huge advantage that we haven’t seen on Stories or live video yet.
Instagram is rapidly expanding the Stories feature (including with their new objectives for Story Ads- click here for last month’s update if you missed them!), and this is great to see. Its full-screen view demands a user’s entire attention, even if they just happened upon the Story because it was next in the stream of videos and images that were already playing.
Replies for Live Video
This is more of a feature for users, but it affects businesses using the platform, too. Users viewing your Stories now have a ton of new ways to interact with it—this is fantastic news for you, as it means the amount of engagement and its level of creativity will increase.
With the new update, users can respond to your stories with their own pictures, videos, and boomerangs all their own in live time. This has incredible potential: users could respond to your call for UGC immediately, responding to your Story with a picture of the content requested, especially if you’re offering a discount or other incentive in exchange. You could host an entire contest right from your Stories in a way that wasn’t as possible or seamless before.
Comment Block Filters
You know how YouTube and Facebook both have filters you can set up to block offensive or abusive language in the comments on your posts? Instagram just developed their own version.
Business profiles that have this feature can access this feature from their Settings Menu, and by scrolling down to “Comments.” Once there, they’ll see the following:
You have the option to use an automatic filter, which pretty much uses common sense to block out anything that would likely be offensive (think of lots of curse words and the type of language internet trolls use).
If you want to be really specific about the type of language you want to block, you can set up a manual filter, where you enter in the exact words or phrases you want to block from popping up. Both are extremely straightforward and simple to use.
This filter works on both Instagram posts and in live video interactions, the latter of which really impresses me. You can turn both filters off at any time.
Right now, the filter is only going to be released for business profiles and in English. Eventually, they have said they will offer it to more languages over time.
Spam Reduction Filter
Spam comments are perhaps an even bigger problem than the offensive ones, because they can make your profile look significantly less credible (even more so than an angry customer, the latter of which is exceptionally easy to block). So, alongside the offensive comments filter, Instagram has also released a spam filter that automatically works in the background of business profiles.
What’s truly incredible is that while the previous new feature is only currently available for English devices, the spam filter will work to block spam comments in English, Japanese, Chinese, French, Arabic, German, Russian, Spanish, and Portuguese. Instagram will also be expanding the languages here in the future, too.
This isn’t a filter that you need to turn on; Instagram runs it automatically.
So there you have it—the July Instagram updates (at least the ones we have thus far) give us add-ons to one great feature and give us another brand new one. The Story updates will make it easier to increase engagement during live updates, and to benefit from them even further by giving you the option to share them right to your Story. The comment moderation tools will help you ensure that the interactions you’re getting on your posts uphold your standards, preventing everything from expletives (if you so choose) to spam.
Let us know what you think of the new updates, and as always, subscribe to our blog so you’ll be the first to know when our next update to this post rolls around.
Missed any past Instagram updates? Keep reading to catch up!
Top Instagram Updates You Need to Know – June 2017 Edition
Instagram Stories is one of the biggest updates Instagram made to the app last year. Stories are the Snapchat-like videos and images that appear at the top of the feed for 24 hours before they disappear forever. While stories have been around for awhile, now we got a ton of new features that make them even more useful as marketing tools.
This month has been an incredible rush of new Instagram Story features, including new objectives in Story Ads, Story location stickers, and Story Links, all of which take Stories from being only good for reach to actually being able to drive real results– including site traffic.
We’ve also got a sneak peek at a new feature Instagram is currently testing that will make it easier for influencers to mark sponsored posts, increasing transparency on the site.
Ready? Let’s go.
Instagram Story Ads rolled out with just one objective: reach. In these ads, brands could use stories to build brand awareness. These ads were limited, though, to the point where their usefulness was a little inhibited because users couldn’t click on them. Now, Instagram has changed that with a host of new, fantastic objectives.
Now, Instagram has changed that with a host of new, fantastic objectives.
- Video views
- Traffic (which used to be called website clicks)
- Mobile app installs
This is a significant, incredible update. Previously, brands had to hope that users were interested enough in their content to find their profile or find the site on their own. Now, these ads can drive actual conversions and actions instead of just views, making them more lucrative and customizable for each business’s needs. While brand awareness is essential, these new ad objectives will benefit even awareness more, since users can actually click to your site to learn more about who you are and what you do.
To create Story Ads, choose any of the above objectives (or reach). When you choose placements, click Edit Placements. Click to look at all of Instagram’s options, and choose Stories. This will only run as a story ad, and in no other format.
This is a good thing, though, since the actual size of the stories will take up the full screen (like regular stories), and functions a little differently.
In the past few weeks, Instagram has released a fantastic feature where users can add location stickers to their stories. Why does this matter? Because they can now tag your business in the stories they’re sharing with their friends. This can help build brand awareness and recognition, and it’s a powerful form of UGC.
Even more importantly, when users tap on the location sticker, they’ll see the option to “see location.”
When they click, they’ll be taken to the page of the tagged location, where they’ll see the business name, a pinpoint on a map, and all the top posts about that location.
To add location stickers to your story, first, create the story. It must be separate from a regular Instagram post.
Once you’ve taken the picture or video you want to use for your story, you’ll see options to edit the image in the top right-hand corner. Click on the peeling smile face, or the stickers icon. The first sticker you’ll likely see is the location tag. Click on it.
Then enter in the name of the business or location where you’re at. Review and publish.
Instagram Story Links
So thanks to Story Ads’ new objectives, we had a way to get some links into our stories and make them more lucrative. Not long after the new ad objectives were released, more businesses were given the ability to add links to their non-ad Stories, too.
If you’ve been watching Stories closely, you’ve likely seen other brands doing this in the past. You’ll see a CTA to “Swipe Up!” to “learn more” or “shop now.” It looks like this:
Previously, this was a feature being tested only by a select number of larger brands.
Now, business profiles (and only business profiles) with more than 10,000 followers have the ability to add links to Stories, sending traffic to their sites. Hopefully soon this will be available to all business profiles. You know we’ll let you know when it is!
Pro tip: Even if you run Story Ads, I recommend running a regular Story with the same information.
While it will only last for 24 hours and only your followers will see it, users can also click backward and watch it again. Story Ads have the unfortunate characteristic that once a user clicks away, they can’t click back– even if they want to. I–as a hasty clicker– actually scrolled through what looked like a really interesting ad on accident just yesterday, and when I tried to go back, poof! Too late.
When you have the ability to add links to your Stories, you’ll know because you’ll see the hyperlink sign in the top corner of the Story before you post it.
Once you click the link, add in the URL of the specific page you want to send users to.
In many cases, it would be best if this was a designated landing page. Because Stories are only a mobile feature, this landing page must be mobile friendly.
Make sure you enter in a great CTA; instead of just saying “Swipe Up,” add context with on-image text in the Story like “Swipe Up to Win!” or “Swipe Up to Learn More!”
New Influencer Marketing Feature: In Testing
This one is brand new and was just announced last week. Instagram is currently testing features that would make it possible for influencers to identify their sponsored posts.
Here’s why this matters: there’s recently been a huge ordeal with influencers being paid to create sponsored posts, but not disclosing them as much. The Federal Trade Commission requires that sponsored posts be disclosed as such, and right now, that’s just not happening. The FTC actually recently sent out letters to more than 90 influencers telling them that they need to label their sponsored posts.
Right now, some influencers aren’t tagging their posts as sponsored at all, so users have no way to know that they are. Even in the cases of the ones who do, they’ll mention it under the “See More” expandable option knowing many users won’t see it, or they’ll buy it in between nine other hashtags on each side. The term “sponsored post” is supposed to be visible immediately, and clearly—no using #sp to do the trick, like the example below.
In the new feature, influencers will be able to tag the sponsoring brand with a label that says “paid partnership with (brand name). It’s unobtrusive and doesn’t take away from the focal point of the post, but it still clearly labels posts as sponsored. This helps with transparency, which in the long run, is good for influencers, marketers, and users.
This tool is still really early in testing, with only select brands like Buzzfeed having access, but you know we’ll let you know as soon as it rolls out to everyone.
I’ve always really liked the idea of using Instagram Stories for marketing because users are super into the feature, and they have incredible view rates. The inability to add captions or even put links in Story Ads, however, always stumped me, a bit.
These new additions are extremely welcome and will benefit all marketers. They allow us to drive real, actionable results– both on the platform and off of it– instead of just increasing views.
Even if you don’t have the ability to add links to your regular Stories (yet), the Story Ad objectives and new clickable-stickers are incredible features you should start using immediately.
Don’t forget to check back every month to see what new Instagram updates we’ve got for you! I’m going to keep a close eye on the Story links, and watch the sponsored post feature currently in testing. Is it just me, or do you think that these sponsored posts might become shoppable in the future? Let us know in the comments!
Now you’re all caught up for this month, but have you missed any of our past updated? Keep reading then, the last 12 months (and more) are covered here!
Top Instagram Updates – May 2017 Edition
For our May Instagram Update, Instagram just announced a number of smaller features last week, and we have some new incredible data that shows the importance of Instagram as an advertising platform.
We’re going to go over all this and more (including the new web app!) so let’s get started.
This is my favorite new feature that we got this month. You can actually add “hashtag stickers” to your Instagram stories.
While you could add a hashtag before manually with text, this new feature works a little differently; now, when customers watch your story, they can click on the “See Hashtag” prompt.
When you use this strategically with your branded hashtag or when promoting a hashtag campaign, you can build incredible brand awareness and get interested users to your content to engage with it.
Because the quirky nature of the Stories feature is perfect for the hashtag sticker, it’s a great opportunity to promote a campaign or inspire user generated content (or both).
We’ve got yet another Snapchat-inspired feature! If you miss those flower crowns from Snapchat, you can now get them on your Instagram Story images.
They’ve just announced a total of eight filters, which include glasses, animal features, and several types of crowns. These filters even work with Boomerang content, images, and videos. You can use both your front or back camera.
You can use these filters to show some of your brand’s personality; you can crown your Employee of the Month in a story, for example.
If you love Boomerang, you might like Instagram’s new Rewind format.
This feature lets users take a video with the app’s native camera, and then play it only in “rewind mode.” You can watch a baseball that you threw come zooming into your hands, for example. This feature can be used to create eye-catching illusions that will capture users’ interest immediately.
This, right now, is purely a feature that users can take advantage of; the collections feature lets users compile saved posts into different, you guessed it, collections. These are groups of posts that users can organize their saved content in, so it’s easier to find and revisit at any time. I can already tell you what mine are made up of: a ton of different collections of marketing examples.
These collections, like a users’ saves, are entirely private. That being said, businesses can use this feature to their advantage. They can create collections of:
- User generated content about their brand, which they can use at a later time
- Groups of their own posts (since you can save your own posts) to monitor closely, or that belonged to a certain hashtag campaign
- Examples of great content from other brands that you love and find inspiring
(Almost) Fully Functional Web App
Instagram has been growing quickly (we’ll look at just how quickly in the next section), and they’ve got their eye on continuing that trend. One strategy they’re using to implement that growth in their user base is to offer an Instagram experience without users needing to download the app.
While downloading the app is a breeze for people in locations like the US, where WiFi and 4G LTE data is everywhere, this isn’t a reality for other places in the world.
Users who have more limited data will now be able to access Instagram without needing to actual download or utilize the actual app; there is a web-based version available for Android mobile phones to use, and users can (or will be able to) even upload pictures and posts from within the web-based app.
There’s also a “light-weight” version of the Explore section in the new web app, as Tech Crunch called it, expanding the app’s features even further.
Instagram’s Expanding User Base & Advertising Prominence
And now for our final May Instagram update, we’re going to go over Instagram usage information. This isn’t a feature update, but it gives us valuable insight into why we need to be channeling so much effort into the platform.
Instagram now has more than 700 million users. This is a substantial number, and may even rank them above Twitter; they’re definitely ranked significantly higher than Snapchat.
This is especially true considering that Instagram Stories has more than 200 million daily users, which is more than Snapchat’s entire user base. This means there’s a huge audience there, just waiting to connect with you.
It’s also worth noting that Instagram really has made its name in the marketing world. Instagram now has more than 1 million advertisers vying for users’ attention every single month. Even better? A study from #Hashoff found that Instagram is the #1 platform for influencer marketing.
What does all this mean? Brands and businesses have flocked to the platform because of its rapidly growing, high engaging, high converting audience. The competition may drive up ad costs, and it can make it harder to get users attention. What this boils down to is that our content has to be exceptionally fantastic every single time, and using segmented audiences for Instagram Ads can help give you some leverage against your competitors.
Did you miss some updates? Keep on reading: we have almost 1 year of monthly updates covered!!!
Top Instagram Updates – April 2017 Edition
In this Instagram Update, we’re going to go over the new streamlined disappearing messages, the wider release of the Shoppable Instagram features, and a quick (but important) update to Instagram Live.
Are you ready to know all the details?
Streamlined Disappearing Messages
Instagram and Facebook have both been stepping up their Snapchat game, especially with the new Facebook stories and Messenger Day. Instagram’s most recent development is their new Direct, which is their private messaging platform.
It’s been updated so that everything is more streamlined; regular private messages, shared posts, and disappearing photos and videos will all seamlessly show up in the same thread.
You can access your direct messages by swiping right on Instagram. To the left of the “Write a message” field, you’ll see the Instagram icon in blue. You can click on this to send a disappearing image or video. To send a non-disappearing image or video, click on the image icon to the right.
So how does this affect businesses? For one, we may be one step closer to a full-on Instagram take-over. I don’t think Snapchat will be fazed out entirely just yet because of its loyal audience, but we will start seeing more users drop off.
This feature can be used to create urgency and drive sales quickly. You could, for example, send a discount code or information about a flash sale, especially as an incentive to actions you want your users to take (like commenting on a particular post). You’ve got to use it before it’s gone, and since users can only replay the image once, it could help you get a lot of sales quickly.
As an added bonus, since disappearing content is streamlined into the regular messaging, users can reach out and ask you questions quickly, giving you the chance to start a conversation with potential customers.
Shoppable Instagram: Wider Release
Shoppable Instagram features were announced sometime around last October or November, and we’re finally seeing some movement in its development and release. While most businesses still don’t have access, a lot more do—and that’s a big step.
At the very tail end of last month, Instagram rolled out the feature to a large number of beauty, jewelry, and apparel brands. From the information at hand, it doesn’t seem like you have to pay anything to use this feature; it’s similar to tagging a photo, just with your product information.
These posts show up with the “Shoppable” icon in the bottom corner of the image, and will prod users to “Tap to See Products.” When you click on the tag, users can see basic price and name information of the item. Users can only see product tags on mobile devices.
When they click that information bubble, they’ll be taken to a more complete description of the item, accompanied by a “Shop Now” button. If they click the CTA, they’ll be taken to the brand’s site to purchase.
We can also now tag pictures with a single product if we have a product catalog synced to our Instagram account.
Instagram Live: Now Saved
One of the only downfalls of Instagram live (in my quite humble opinion) was the fact that once the broadcast, the video was done and gone forever.
There were still plenty of benefits to using Instagram Live—especially considering the reach boost—but the lack of permanence made it less ideal. Why would you want to waste a big announcement or an interview with an influencer if you couldn’t reap semi-permanent results from it?
Instagram Live broadcasts can now be saved onto your camera roll. After the broadcast is over, save it to your phone, and then upload it as a regular video post. If the video is too long for Instagram, you can take it straight to Facebook instead. Either way, you can now save your valuable live broadcasts, allowing you to build momentum from them and drastically increase their visibility and engagement.
If you don’t have this feature yet, update your phone; it’s currently only available for iOS and Android phones.
Aaaaaaand it’s all, for now!
What do you think? Have you used any of Instagram’s new features? And what about the previous updates, did you miss anything? Keep on reading, and then share your thoughts and questions in the comments at the bottom of the page!
Top Instagram Updates – March 2017 Edition
In this month’s Instagram update, we’re going to take a closer look at both Multiple Image Posts and Instagram Stories Ads and how to use them.
Are you ready to know all the details?
Multiple Image & Video Posts
Multiple image and video posts have been slowly rolling out for iOS and Android users over the past few weeks, and I’m not sure I’ve ever seen so many businesses and users alike get on board with a new feature so quickly.
Multiple image posts (also called “carousel posts”) lets you create a single Instagram post with a slideshow of up to 10 images and/or videos. Users can scroll them. You can tag users on individual slides within the post.
Previously, the only ways to get multiple images onto Instagram was either using the image carousel ads or to use the layout app to create a photo collage; if you wanted videos and images, you had to use the image carousel ads.
These posts are engaging and dynamic, and I think it’s a powerful tool for both engagement and sales.
How to Create Them
Creating multiple image posts is really easy. Some users may not have access yet (I believe Windows users do not, and certain locations around the world may not). If you don’t, keep checking with future updates; I got the feature a week or so later than almost everyone I knew (and no, I did not wait patiently).
When you create a multiple image post, you’ll start like you would when creating a regular post. In the bottom corner of the screen, you’ll see “Select multiple images” or its associated icon if you have the feature. Click on it.
Once you do, select the images that you want to feature in the slideshow. You can rearrange their order later. Click next.
You can rearrange the order of the images on the next slide. Just click down on one image and hold it until you can move it; drag the images into the order that you want. You can also apply filters to your entire slideshow, or edit images and apply filters individually.
On the next screen, add a caption like you normally would. You can tap on the image icon and scroll through the images to tag users in individual pictures if you choose instead of tagging them in a caption.
There are so many incredible use cases for this feature, and the more creative you are with it, the better. You can show off multiple products or multiple features of a single product, for example, or a step-by-step tutorial.
Showing multiple images from different parts of an event can also help drive home the FOMO factor, and give you a chance to tag more users (or influencers) in a single post.
Restaurants could show the progression of a 4 course meal, all in individual images, and a painter could show how their artwork comes together, one step at a time.
Whether you’re entertaining, selling, or informing, multiple image and video posts have so much potential.
Instagram Story Ads
Instagram story ads just rolled out within the past two days. Businesses and marketers can now run ads in Instagram stories. This new ad type is unlike anything we’ve seen, and it’s now available globally (though some individual businesses may be later than others in getting it.
Right now, there is only one objective for Instagram story ads; it’s a new objective called Reach, where the goal is (you guessed it) to reach as many users as possible.
Since stories appear at the very top of a users’ need and they don’t have to scroll in order to hopefully find you, this can help eliminate some of the competition and views.
How to Create Them
You can create Instagram story ads through Power Editor or Ads manager. Right now, there’s only one objective that lets you create Instagram story ads; this is the reach objective, which is new and rolling out users globally.
Select the “Stories” placement under the Instagram category on placements.
On the next screen, you’ll choose from a single video or a single image. Whichever you choose, it must be compatible with Instagram’s formatting requirements.
Everything else, including setting budgets and audience, is exactly the same as creating other Facebook or Instagram Ads.
Strategies to Consider
Instagram story ads are designed purely to reach as many people in your target audience as possible and build brand awareness. A few great strategies to consider include:
- Lean towards video, which gives you more time and more content to introduce your brand and product to new users
- Showcase your business’s culture and brand; what makes you different, and why should users be interested in you? Keep this question in mind when creating story ads.
- Utilize UGC; since user generated content is such a powerful selling tool, using it to win over new users at the first potential touch point can help capture their interest.
Keeping your social media profiles and your marketing practices up to date become essential when you want to continue to build your online presence and the impact that it has.
As Instagram continues to grow and evolve as a platform, utilizing all new tools and features will keep you relevant and at the forefront of your audience’s attention span.
Top Instagram Updates You Need to Know – February 2017 Edition
For this month of February, the biggest news is that Facebook has extended a version of its Lead Ads to Instagram.
They’re also testing new types of posts and formats, and are rolling out their stories feature to more locations.
Instagram Lead Ads: Now Available
Facebook’s lead ads have been a huge asset for marketers, and were designed to make filling out lead forms as simple as approving information Facebook automatically pulled from your profile. They were such a success on mobile that Facebook released the feature for desktop, too.
And now we have them for Instagram. To run lead ads on Instagram, just select it as a placement on your campaign.
There are a few limitations to Instagram’s version of lead ads. They’re only available to be shown on the mobile app and not on desktop. This could potentially change in the future, just like it did for Facebook, but I wouldn’t count on it since significantly more users only use Instagram’s mobile app. To open the ad and fill out the form, users will also need to click through several pages to complete them; this could potentially make them slightly less effective than the Facebook version.
The fields and questions you can add to the Instagram Lead Ads are also limited. Instagram’s version only supports specific pre-filled forms; it doesn’t seem like you can add your own questions to the form like you can on Facebook. This is another hit, but you can still get name and best contact info, which is the most important part.
Live Stories Rolled Out & Competing with Snapchat: Now More Widely Available
The US and a few other locations have had Instagram’s live stories for a little over a month, but now more locations have access to the feature, too. Live stories are now available globally, including the ability to view and broadcast these stories. Upgrade to Instagram version 10.0 or higher for access.
While Instagram stories are so obviously copied from the concept of Snapchat that they haven’t even denied it, this added feature was a good choice. Instagram’s stories are snatching up some of Snapchat’s users; some social media influencers and big names have noticed that their Snapchat stories views and engagements have declined significantly since Instagram stories launched in August. This reiterates the importance of utilizing Snapchat stories (both live and regular) to live up to the full potential of the platform, especially if you don’t have a presence on Snapchat.
Multiple Images & Video Posts: Still in Testing
Instagram seems to be testing a new format of posts that allows users to display multiple images and videos. Sound familiar? It’s the exact design of carousel ads, but it would be available for use to all users as regular posts.
According to The Verge, there seems to be a beta version of this feature that’s been released on select Android devices. The Verge also reports that the feature is clearly in early development and a little buggy, but it is definitely a distinct and new feature. Since the closest we can get now to this is to either run carousel ads or use the layout app to create a collage, this could be a great feature to make sure of. Instagram doesn’t give us the option to publish albums, or groups of images, like Facebook, after all—this would allow us to string together images into a collection to more effectively tell stories and sell. If we’re able to combine this with shoppable posts when that eventually rolls out, the potential will be massive.
Since Instagram hasn’t even officially confirmed this new feature yet, it’ll probably be awhile before we get it– but we probably-hopefully- will. I’m hoping businesses will get access to shoppable posts (check out our recap on that below) first, or that they’ll at least be more widely available soon. Either way, we’ll keep an eye out on any new updates for you, and when we know, you’ll know.
Either way, we’ll keep an eye out on any new updates for you, and when we know, you’ll know.
And now, just in case you missed some of the latest updates, keep on reading, we have collected the very best updates of 2016, just for you!
Top Instagram Updates You Need to Know – December 2016 Edition
New Post Look & Updated User Features
Starting a few weeks ago, Instagram gave its interface a cosmetic update. All non-image content (like descriptions, sponsored tags, and CTAs) will now be moved to the left-hand side of the posts, underneath the header.
It’ll be interesting to see if the new position of the CTAs affects ad results or CTRs; it doesn’t jump out at me quite as much, but Instagram has stated that they’ve made this aesthetic adjustment to “streamline the design and make it more noticeable.”
With this new post look, users can more easily share the posts they like on Instagram. The icon on the right of the username on posts opens a drop-down menu with options like “Share to Facebook” and “Share to Messenger.”
This can expand the reach of our Instagram content, as it allows and encourages users to easily share the content that they love most. Which brings us to our next new feature…
Like Facebook, users can now save content that they love so they can easily access it at a later time. This is great news for users and businesses—having your content not only shared, but also saved, can keep users thinking about your brand’s content. Users only save content they want to revisit later, after all; sometimes this is to use the information themselves, while sometimes they want to show it to someone else.
Both options benefit businesses and marketers.
To increase the likelihood that users save your content, increase the amount of content that offers value, like short tutorial videos. We always wanted all of our content to be extraordinary already, but now it’s even more important than ever.
Save Business Stories (iOS only)
Users can save posts, and we can now save our stories—there’s saving options for everyone in this update.
Plenty of businesses are using Instagram stories to their full potential, getting more eyes on their content. The problem with stories, however, is that they’ll disappear before long and they can’t be easily shared to other platforms. Instagram has given us a solution to this!
You can now save your business stories from the past 24 hours to your camera roll as a single video. This can be re-uploaded on Instagram as a regular post, or uploaded to Facebook and other platforms. You don’t have to worry about “wasting” valuable content that will only disappear.
A great use case for this is showcasing UGC. A number of businesses use stories to feature user generated content; now, you can showcase a stream of UGC in your story and then save it all into one video, which you can upload to multiple platforms with a CTA to encourage more UGC in return.
Note: as far as I know, this does not include live video. I think we’ll see the ability to save and share live videos after the fact later on (like Facebook), but we’ll have to wait a little longer for now.
Shoppable Posts (In Testing)
Instagram has so much selling potential it’s mind-boggling, but with the exception of Instagram Ads, the platform hasn’t given us a lot of flexibility with actually selling directly from it. Plenty of third-party services like Like2Buy and Have2Have.it have found ways around this; Instagram is now, however, testing shoppable posts of their own.
Shoppable posts will allow businesses to tag up to five products in a post image. When a user clicks a “Tap to View” icon below the post, tags will pop up next to the products, showing their names and prices.
If they click on the image, they’ll be able to see even more information, like the product description and any details. From there, they can click on a “Shop Now” link. This will take the user to your site, where they can quickly and easily purchase the item.
I don’t even need to explain why this has such huge selling potential—combining Instagram’s high engagement and diverse audience with Pinterest’s drive to sell feels like a goldmine for businesses. Being able to tag up to five products per image only increases this selling power, displaying items as a set and increasing the value of your average purchase.
Shoppable posts are still in testing; only a very few select big-name brands have them, and it will probably stay that way for a while. This is a big feature, and Instagram will want to make sure it’s working properly before they release it.
Don’t worry, though- we’ll let you know as soon as they’re rolling out!
Insights & Ads to Stories (Announced/Coming Soon)
I’m most excited for shoppable posts in this batch of updates, but since we won’t see it for a while still, I’ll settle on throwing my enthusiasm into this one. Instagram just announced yesterday that soon we’ll be seeing two things: Business Insights on our stories (as long as we’ve converted to a business profile), and story ads.
The lack of metrics on stories have been frustrating for all of us trying to meticulously calculate our results on Instagram; we could track everything else but this. Soon, we’ll be able to see the reach, impressions, replies, and exists for each individual story. We’ll be able to better understand how users are responding to our stories, and which content they like to see there.
Instagram Ads have already been so successful that it’s hard to imagine that Instagram story ads wouldn’t be the same. This new ad format will show users full-screen ads when they click on the story, ensuring that you’re capturing their full attention.
Like regular ads, you’ll be able to use the impeccable targeting system and take a look at detailed analytics as the campaigns progress. The idea for these ads is to focus on immersive storytelling.
We’ll almost definitely see the story insights before we see the story ads. The story insights should start rolling out within the next few weeks.
Instagram has had some big changes and developments in the past few weeks, and more is yet to come. These changes are all potentially for huge for businesses. Staying on top of the trends and keeping your profile up-to-date is the best way to maximize results.
What do you think? Have you used any of Instagram’s new features? Share your thoughts in the comments below!