Instagram Reveals Results of First Sponsored Post Campaigns

Instagram Ben&Jerrys AdInstagram has shared the results of the first four sponsored post campaigns that ran in its app after the launch at the start of last month.

The results were generally positive, according to Instagram, with the campaigns delivering the broad reach our advertisers were seeking. The ads resulted in an average 32-point incremental lift in ad recall for people who were repeatedly exposed to each campaign, compared to a control group, and a 10-point lift in brand message awareness.

The most successful of the campaigns seems to be for Ben & Jerry’s. The ad, for its Anchorman 2 tie-in flavour Scotchy Scotch Scotch, targeting the 18-35 age group, reached a total 9.8m in the US over the course of eight days. 17 per cent of those that saw the ad became aware of the new flavour as a result and associated it with the brand.

“While these initial results are promising, we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction,” said Instagram in its statement. “We will continue to optimize our ad products to make them successful for marketers and a great experience for people on Instagram. We’ll share additional case studies and results periodically in the future.

“As we emphasized when introducing ads, our goal is to make them enjoyable, engaging and natural to Instagram, so we started by partnering with brands that were already great members of the community. We’ll continue to work closely with marketers to maintain the quality content people expect to see on Instagram.”