Advertising integration in Instagram*

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* Instagram is an organization whose activities are recognized as extremist in the Russian Federation.

This platform cannot be called new, so the principle of its operation has already been studied. It is also worth noting the strong competition in Instagram*, because companies spend a lot of money on advertising in this social network.

The platform offers a variety of formats, from pastors in the us email list regular photos and videos to live broadcasts and Stories. This diversity is what attracts many brands.

Let's take a look at the most popular formats of advertising integrations in Instagram*.

Integration into "live" formats
Advantages: Video content is a great way to convey a story to the viewer.

The disadvantage is the increased cost of inserting advertising into a video, since the production of a video is often organized by an entire team.

Almost 90% of social media users want to see more video content from brands. In the vast majority of cases, it helps people make purchasing decisions.

Interviews with speakers during live broadcasts and IGTV also have a good effect. This is explained by the fact that in such formats, viewers can immediately ask their questions in the comments and communicate with each other. As a result, the brand begins to interact with the audience and gets the opportunity to solve their problems, as well as work out all objections.

Advertising in Stories
Successful Instagram* bloggers create approximately the same number of Stories as posts in their feed, as this format is very popular among the audience.

Pros :

Ease of perception . Short videos are perceived by viewers faster and easier than text.

UTM tags . In Stories, you can add a button that takes you to a website with this parameter added.

Lower cost and faster creation.

The downside is the temporary nature of publications. Stories are only available for 24 hours, and after this period they are deleted. At the same time, if a blogger starts publishing too many Stories in one day, the advertisement may get lost. For this reason, it is necessary to discuss the rotation or number of advertising integrations in advance.

Besides all this, it is better to clarify all the nuances with the blogger from the very beginning. Even the most obvious things for you may not be so clear to the influencer (for example, that it is a mistake to post videos of two competing companies on the same day).

Advertising in Stories

Plus, you need to discuss the time of publication based on user activity. For example, people are usually most actively engaged in viewing content in the morning, after waking up and during breakfast, from 10:00 to 13:00 activity decreases and resumes during the lunch break.

Challenges
The most important idea of ​​challenges is to reach the maximum number of audiences, or, in other words, powerful virality. This also leads to the main difficulty - it is necessary to organize such a type of tasks so that it will interest the largest number of viewers.

The advantage of this format, as can be understood from the above, is the virality of the content, increased recognition of the advertised brand and attracting users to the new product.

The experience of foreign countries demonstrates a much higher return on challenges than in our country. The fact is that in Russia they are more concerned about the cost of the product, and competition occurs precisely in this field. And foreign brands are seriously focused on the trademark, and spend a lot of financial resources on this.

Moreover, this is connected not only and not so much with the peculiarities of the domestic market, but with the specifics of a particular segment or product. Yes, competition in cost plays one of the main roles in selling an expensive product, but at the same time people are ready to pay a lot for high quality. And it is at this moment that the strength of the brand becomes of the utmost importance.