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BizReport : Advertising archives : October 05, 2015

Early success for Instagram advertising

Some of the first data on Instagram advertising has been released by Rakuten Marketing and the results are encouraging for advertisers.

by Helen Leggatt

A U.S. store has had significant success with their foray into Instagram advertising. RC Wiley, a furniture retailer, engaged Rakuten Marketing to run the campaign. The agency had early beta access to the Instagram ad tools that give advertisers access to nearly 400 million users of the social site.

The full-screen ad tools generated a click-through rate for RC Wiley that was nearly 17 times higher than the furniture store's average prospecting click-through rate and generated more than 5,000 likes during a campaign that ran a little over a fortnight during September.

"Instagram provides our brands with a natural and non-invasive way to reach their target audience through incredibly powerful creative," said Mark Haviland, managing director, Rakuten Marketing Europe. "The initial results we have seen in the US show the huge potential of this social network as an advertising platform. The data that Instagram has access to through its parent company, Facebook allows retailers unparalleled, personalised targeting to the millennial audience, as well as the content they are sharing, making it the perfect place for UK brands to connect with current and potential customers."

tanuha2001 /

Image via Shutterstock

Tags: advertising, brand marketing, Instagram, social media

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