Instagram permits manufacturers to create adverts from scratch with product tags
According to a recent study by Facebook IQ, Facebook found that 78% of online purchases are made on mobile devices, and listed two features that will allow retailers to take advantage of this trend over the upcoming holiday season.
Businesses can now create Instagram ads from scratch in the Ad Manager with product tags, using creatives and copies that are more advertising than traditional organic posts.
Product tags can be used for photo, video, and carousel ads.
Instagram began testing advertisers' ability to run shopping postings as ads in September 2019.
With new custom audiences, brands can reach people who have already shown interest in their product or brand by, for example, saving a product, viewing an Instagram store, or initiating a purchase.
And having a shopping-like audience enables brands to reach out to potential buyers with interests similar to their existing customers.
According to Facebook, Korean skin care brand Dear, Klairs ran an Instagram campaign of a combination of product tagged ads and branded content ads that resulted in a 1.8 times higher return on ad spend, a 45% decrease in cost per purchase. and achieved a 42% decrease in the cost per purchase Add to Cart and reach 41% more people.
Teenage apparel retailer Hollister compared displaying product-tagged ads aimed at an audience with similar purchases to its usual method of targeting audiences. Click rates were reduced by 32% and costs per click by 47%.
Hollister / Facebook
Facebook stores in the US can now offer individual products for sale and create offers that can either be applied automatically or redeemed using coupon codes.
Banners can also be added to stores to alert customers to discounts.
Facebook wrote in a blog post on Wednesday: “As we step into a holiday season like we've never seen before, we're announcing new products that can help your business adapt to the pandemic, adapt to the accelerated move to online Engage in shopping and make the most of such an important season. "