Instagram reveals brand performance results
Image-sharing app Instagram has revealed how using it has helped the performance of a number of brands, reported Marketing Week.
The company posted the results of UK department store retailer John Lewis, TV Channel 4 and chocolate company Cadbury on its platform. According to the company, UK Instagram campaign performance has produced three times higher levels of ad recall against the Nielson Online Ads average.
It was in September last year that the app introduced promoted brands. Since then, John Lewis has seen a 10 point lift for ad recall, 14 point lift for purchase intent amongst 25-34 year-olds, and a 3 point lift for brand favourability for 18-24 year olds.
Instagram didn't reveal the results for all brands that advertise on the platform.
Alastair Cotterill, creative lead for Instagram EMEA, told Marketing Week: "This is about us looking at what CMO’s actually really care about, which is their core brand metrics. It’s about reaching the right amount of people so there is impact on scale, but then its about who sees the right messaging, are they remembering it, and is it shifting their emotion."
"How they feel towards the brand that’s the real thing we’re focused on whether that is consumers seeing a message association or their likeliness to recommend,” he adds.
A report from December last year revealed that brands get nearly 50 times more engagement on Instagram than on Twitter.
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