Mark Zuckerberg is relentless and has spared no effort to capitalize on the success of his social media platforms. After transforming Facebook into a true business platform with a variety of tools for advertisers, his focus is now on doing the same with Instagram.
Seeking to attract advertisers, Instagram has just announced four new features that promise to boost campaign performance. But as we know, in the business world, promises aren't enough; companies need proof to invest. With this in mind, along with the app's new features, Instagram presented a study with the results of tests carried out after the updates and the conclusion was very encouraging: a 45% increase in the performance of the ads analyzed.
Link ads had been on Instagram for a year, but they weren't performing well and were causing distrust even among companies that had long invested in other social media platforms, such as Facebook. This poor performance prompted some insights based on the campaigns' appeal to users.
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The main change is in the design and placement of the call to action. From now on, the "learn more" button has increased in size, moved further to the left, and gained more prominence. After four seconds of viewing the ad, it gains a new color, a shade of blue that encourages the user to actually "take action." The button will also be present in the comments screen, and when Instagram captures additional offer data, such as price and website URL, it will be displayed.
If the offer is made via video, while the content is playing on the screen, the URL for the ad will open just below the post.
Data from the study also attributes Instagram's changes to a higher conversion rate compared to other platforms, in addition to impacting customers with a higher average ticket.
The image app recently announced a new feature that allowed you to save drafts for later publication, similar to what happens on Facebook.
Just follow the normal steps for any other post, but when it's time to "publish", choose "save as draft", which stores the post to be retrieved at any time, allowing for greater planning regarding posts.
This new feature was released in July of this year, when testing of the new call to action also began, but it was only implemented worldwide this month.
