Adjust, a mobile analytics firm just released a private beta test study of how well users engaged with the apps downloaded on photo sharing network Instagram.
Included in the study were display ads and app install ads, however the main purpose was to study the engagement of users of apps installed from Instagram ads “install now” button. Only a few metrics were released by Adjust, but the metrics that were released had “incredibly promising results” according to CEO and cofounder Christian Henschel.
What does this mean for you? With 300 million Instagram users worldwide, this will open a large new marketplace for app publishers.
Not only do the ads have higher downloads but in post- installation, users who download the app via Instagram ads spend an average of 70 percent more time in the app. These users also kept the app downloaded for 20 percent longer in comparison to other installation methods.
The ads that blend in with the surrounding editorial content known as native ad formats on Instagram are getting the best engagement rates. For example, a fashion related app that is embedded within a feed of designer clothes fits in to that feed well so the engagement rates go up.
When did Instagram start advertising? Two years ago the photo sharing network started offering ads to a select group of advertisers with limited formats available. Recently Instagram announced that by September 30 advertising is available for all advertisers, using their “self serve” platform and are offering additional formats like 30 second video ads.
Instagram reported that it has seen boosts in app installs for ad campaigns via a blog post. For example, Gilt Groupe a fashion site ““ran a campaign that drove an 85 percent lift in app installs.” While Made.com’s “ads yielded a 10% order value increase versus its benchmark.”
Have you downloaded any apps from Instagram ads? If so which ones? Drop your comments below!