Mark Zuckerberg doesn't stop and has been making every effort to profit even more from the success of his social networks. After transforming Facebook into a true business platform with various tools aimed at its advertisers, his focus now is to do the same with Instagram.
In an effort to attract advertisers, Instagram has just announced four updates that promise to boost campaign performance, but as is known, in the business world, it is not enough to promise; companies need proof to invest. With this in mind, along with the app updates, Instagram presented a study with the results of tests conducted after the updates, and the conclusion was quite encouraging: a 45% increase in the performance of the analyzed ads.
Link ads had already been present on Instagram for a year, but they were not showing good numbers and caused distrust even among those companies that have been investing in other social media, like Facebook, for some time. This weak performance motivated some insights based on the attractiveness of the campaigns in the eyes of the user.
Changes
The main change is in the design and positioning of the call to action. From now on, the "learn more" button has increased in size, is more to the left, and has gained more prominence. After four seconds of viewing the ad, it gains a new color, a blue tone that encourages the user to effectively "act". The button will also be present on the comments screen, and when Instagram captures additional data from the offer, such as price and website URL, they will be displayed.
If the offer is made through video, while the content plays on the screen, the URL related to the ad will open right below the post.
Data present in the study also attribute to Instagram's changes a higher conversion rate compared to other platforms, in addition to impacting customers with a higher average ticket.
Recently, the image app had already announced a new feature that allowed saving drafts for later publication, just like what happens on Facebook.
Just follow the normal steps of any other post, but when it comes time to "publish," choose "save as draft," which stores the post to be retrieved at any moment, allowing for greater planning regarding postings.
This new feature was released in July of this year, when tests with the new call to action also began, but it was only implemented worldwide this month.