Facebook and Instagram are both essential advertising platforms in today’s world. They are distinct platforms that lead both digital and mobile media.
Every day on Facebook and Instagram, people share millions of life’s moments.
Even the most ordinary moments reveal extraordinary insights.
When you understand what matters to people, you can be what matters to them.
Finding the Extraordinary in the Ordinary
Let’s take a look at what they have to offer as individual platforms. Then we’ll look at how they can be used to reach your audience in different contexts on these two distinct platforms.
Instagram Partner Program Blueprint Path Special Course Session #01
We help people connect, discover, and share.
Facebook is a place for personal discovery. People come to Facebook to share their lives and connect with friends and family.
Instagram is a place for visual inspiration. People on Instagram follow their passions and explore the world through images.
Distinct Platforms for People, With a Shared Back-End for Advertisers
Whatever your objective, Facebook and Instagram are both essential advertising platforms in today’s world.
Together, Facebook and Instagram lead all mobile apps in time spent. In fact, they account for 1 in 5 mobile minutes—that’s more time spent than the next 10 mobile platforms combined.1
By bringing Facebook and Instagram together, we’re making it easier for advertisers to get the most out of both platforms.
Unified Management: Manage campaigns efficiently and at scale. Buying, managing, and reporting are all streamlined and consistent.
Expanded Inventory: With the addition of Instagram to Facebook’s interfaces, you now have more opportunities to reach your target audience efficiently.
Creative Portability: Get more out of your marketing assets with the flexibility to run shared ad creative across both Facebook and Instagram.
1Source: Nielsen Mobile Netview, US, March 2016.
Using Creative on Facebook and Instagram
On both Facebook and Instagram, you have the opportunity to capture your audience’s attention with the use of autoplay videos.
In both the Facebook and Instagram carousel ad formats, you have the opportunity to drive people to your site to learn more.
Bringing Your Campaigns to Life on Facebook and Instagram
Images have always been the currency for communication on Instagram. For brands, a strong visual voice is the key to driving real business results on our platforms. And we’re seeing a variety of approaches work—from repurposing assets from Facebook or other channels to developing custom creative at a range of production investments.
In the example, Gatorade took a well-developed creative and mocked it up in an Instagram feed. The creative developed for Facebook performed just as well on Instagram. Custom creative is not a requirement for running on Instagram or placement optimization more broadly. The key across Facebook, Instagram and Audience Network — or any other platform — is high-quality, relevant creative
Here’s another example of an advertiser who ran the same assets across both Facebook and Instagram. L’Occitane, a cosmetics brand in France, used Instagram Carousel ads to drive shopping on its website. You can see the creative lends itself naturally to the Carousel Ad formats on both platforms. This is an example of why you don’t need unique creative to see results on Instagram.
Facebook and Instagram: Driving Efficient Video Views Together
Television channel TV Land wanted to boost awareness and viewership of its new comedy series Teachers, particularly among a younger audience. Running a video campaign across both Instagram and Facebook, the station was able to lower costs while increasing awareness in its two-week-long campaign.
Introduction to Instagram Special Course Session #02
Getting Started on Instagram
How to Create Your Instagram Account
To start using Instagram:
Download the Instagram app.
For iOS, download from the App Store.
For Android, download from the Google Play Store.
For Windows phones, download from the Windows Phone Store.
Once the app is installed, tap to open it.
Tap Sign Up. Enter your email address and tap Next. Or tap Log In with Facebook to sign up with your Facebook account.
If you register with your email, create a username and password. Fill out your profile information and then tap Done.
If you register with Facebook, you’ll be prompted to log into your Facebook account if you’re currently logged out.
Note: It is recommended that you create your account using the Instagram mobile app, not in a desktop browser
Also, keep in mind, if you sign up with email, make sure you enter your email address correctly and you choose an email address that only you can access. If you log out and forget your password, you’ll need access to your email to get back into your Instagram account.
Instagram Account Structure
In some cases, you may want to create multiple accounts to connect with your audience on Instagram.
Centralizes all content under one account
A single global Instagram account helps to maintain a consistent voice. A single account simplifies account moderation and maintains followers under one account.
This strategy also supports discovery and scale, as this will help the account appear towards the top of search queries.
To localize content or support sub-brands’ content
If your business approach is significantly different by region, or your parent brand supports sub-brands, you may want to consider additional accounts.
We only recommend setting up multiple accounts if you have the following in place: budget and resources to support multiple accounts, a clear strategy to regularly post unique content, and a localized or sub-brand message critical to driving your business objectives.
Building Your Organic Presence on Instagram
Now that you’ve created your Instagram account, you can start building your followership. Here are some reasons for why you should establish an organic Instagram account.
Tell Your Story
Every day, businesses of all sizes tell their visual stories on Instagram and — more importantly — people seek out businesses on the platform. Having an organic account allows you to engage and build relationships over time with people interested in your business.
Instagram ads are the best way to reach all audiences who matter to your business. On the other hand, an organic account is the best way to be found. With an organic account, people can find your business when they search on Instagram.
Communicate Directly With Your Customers
With an organic account, your business can respond to comments on your ads or posts, and even move communications to direct messages.
Complete the Ad Experience
When you advertise on Instagram using your business’s organic account, your account name is clickable. This allows people to visit your account profile, where they can learn more about your business, view your organic posts, and follow your account.
The best way to grow and strengthen your audience is to create high-quality, on-brand content that people want to see in their Instagram feed. Creating strong content also increases the likelihood that your account will be discovered by non-followers, because your posts may appear on the Explore tab (which uses an algorithm to surface interesting content) or News tab (where people see that the accounts they follow have liked your posts).
You can also grow your audience by making Instagram part of your day-to-day business and marketing. For example:
Post a sign at your retail locations with your Instagram account, or share it in communications like emails and postcards
Run contests or mention your account in the press
Announce your Instagram account on other platforms like Facebook or Twitter with a link to your account, or provide a link on the homepage of your website
How To Connect With the Right People on Instagram
Choose Quality Over Quantity
Instagram is a large community made of passionate people. So when it comes to followers, it’s more than a numbers game. Avoid overusing hashtags, creating contests and giveaways, or using third parties to buy followers. While your follower count may grow, these people are less likely to be your ideal target audience.
Focus On Your Objective
Building followers should never be your main business goal. However, you can leverage Instagram to achieve specific, measurable, and actionable business objectives.
Focus on inspiring people to view your business differently and take action on a product, app, or service. Connect with your community to drive real and measurable results.
If reach is your primary business objective, we recommend leveraging Instagram to reach all your customers, not just your followers.
Getting more followers is not a true business objective. As the Instagram community creates more content and as people follow more brands, your business’s share of voice will change over time.
Remember that more followers doesn’t necessarily mean you are reaching your target audience. Use Instagram’s new targeting tools to ensure the most accurate reach.
Getting engaged followers starts with your account. Share creative that represents your brand’s unique personality and attracts likeminded followers. For inspiration, find, follow and interact with other relevant accounts through the Search & Explore tab. You can also get inspiration by following the Instagram blog.
Instagram Mission and Values
The mission of Instagram is to capture and share the world’s moments.
Instagram’s core values are:
What Makes Instagram Unique
Since the earliest days of Instagram, people have been meeting up to take photos and videos together. As the community has grown around the world, so too has the occurrence of InstaMeets: people coming together to connect, explore, and celebrate their creativity. InstaMeets are organized by community members around the world.
Below is a behind-the-scenes look at an InstaMeet that took place at the TOMS flagship store in Venice, California. The Instagram community got together to take photos while also participating in a street clean-up. An InstaMeet participant made the film and sent it to Instagram to share.
Engagement on Instagram
Instagram is one of the fastest growing communities online today. Today, Instagram has over 500 million monthly active users.1
1Source: Facebook and Instagram Blueprint Internal Data, June 2016