Instagram introduced advertising last November, and now the Facebook-owned photo- and video-sharing network is rolling out tools for advertisers that will allow them to gauge the success of their campaigns.
In a post on the Instagram for Business blog, the rollout of the following three features “over the coming weeks and months” was announced:
- Account insights: Allows businesses to see how they’re increasing brand awareness on Instagram through impressions, reach and engagement (pictured above).
- Ad insights: Shows the performance of paid campaigns with brand analytics (impressions, reach and frequency) for each individual ad delivered to the target audience (pictured below).
- Ad staging: Allows advertisers and their creative teams to preview, save and collaborate on ad creative for upcoming campaigns.
Instagram also offered more information on why it decided to launch these new tools:
We’ve heard from brands that having more insight into how people engage with and respond to their photos and videos is an important part of evolving creatively. We’re excited to announce that over the coming weeks and months, we’ll begin rolling out a new suite of tools to help brands better understand the performance of their paid and organic content on Instagram.
The new tools will help brands monitor their posts and campaigns by providing information on reach, impressions and engagement. For example, an advertiser will now have access to a real-time campaign summary and data showing how its target audience is responding to each of its sponsored photos. Also, brand marketers will be able to better understand the best time of day to post a photo or video.
We’ve worked closely with several of our advertising partners to make sure these tools meet their needs. We’re now making them available to all Instagram advertisers, whose feedback will help us improve the product before releasing it to additional brands later this year.
Brands on Instagram: Will these new tools be a helpful addition?