Instagram collection ads​ 

Instagram is starting 2021 with a new function for marketers – Instagram Collection Ads. The function has been available on Facebook before but there are some differences between Facebook collections and Instagram collections. Eric Kaiser from futurebiz explains what they are below.​ 

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What are Instagram Collection Ads?​ 

It is an ad format that is displayed exclusively on devices such as tablets and smartphones. Since the number of internet users is largest on mobile, Instagram Collection Ads offer a perfect combination of branding and selling. Collections usually consist of the main image and a preview of other products. A video with corresponding images can also be selected as a product preview. Advertising campaigns with the goals of increasing traffic, conversions and sales are ideal for this type of online marketing. 

Note the following:​ 

• Images and videos must have square (1:1), landscape horizontal (16:9), or slideshow formats on Instagram. ​ 
• Product images can be selected manually or enabled as a dynamic selection.​ 
• They must have a minimum width and height of 500 pixels each.​ 
• The ad text is limited to 90 characters.​ 

The differences between Facebook and Instagram Collection Ads:​ 

• On Facebook, 4 additional product previews can be displayed in addition to the image or video – Instagram only allows 3 so far.​ 
• Facebook users can choose between the usual grid format and the lifestyle template – Instagram only provides the grid layout currently.​ 
• On Facebook, the call-to-action (CTA) button says “More” – Instagram calls the CTA ”Learn more”. However, on both platforms, the CTA are customizable if an appropriate URL is provided when creating the ad.​ 

• Facebook allows the collection even for existing ads – Instagram Collection Ads can only be designed for new campaigns or posts.​ 
• Collection Ads on Facebook can be provided with a headline – not on Instagram. 

Advertising effectiveness:​ 

• The ad is shown in the newsfeed of the user and attracts attention immediately. The special type of presentation (image/video plus additional products) automatically encourages the user to click on the ad. After clicking on the ad, the advertiser’s entire product range appears automatically, allowing a wide selection in which the user can browse further. The following product images are then displayed as a micro page in full-screen mode, thus leading to the so-called ‘instant experience’.​ 

• This means that the products can be viewed without any distractions and thus lead to higher conversion. The user is offered an immersive experience, they dive further into the offers and are led to the purchase step by step. For the e-commerce sector – especially for pure online retailers – Instagram Collection Ads are the ideal ad format to convert user interest directly into measurable sales.​ 

 Recommendation:​ 

 Instagram Collection Ads can provide an enhanced and seamless shopping experience for customers when used correctly. Since this is a new ad format we’ll have to see if it’ll succeed in the future. One of the most important factors is a clearly defined target group. If you’ve successfully created one (or many), Instagram Collection Ads can lead to a higher conversion rate and thus to higher sales.  

IG reels get shopping function​ 

At the end of last year, Instagram introduced the shopping function to IGTV. So, it was just a matter of time until they extend it to Instagram Reels. Now, Reels has already received the second feature that focuses on the monetization of the content. The other feature is the branded content tag for Reels which is currently being tested. The new shopping feature is still in the rollout phase and is once again about discovering new products. According to Jan Firsching from futurebiz, this could be a reaction to the improved link between Shopify and TikTok. The update for Reels doesn’t really come as a surprise, but the speed with which Instagram is expanding Reels is definitely high. ​ 

The product presentation just looks like all other shopping formats. There is also the option to mark and save several products. For those who already use Instagram Shopping, the link to Reels may also give them additional motivation to purchase and get involved with the new format.​ 

The expanded possibilities for influencer collaborations are also exciting. Even though Reels offer many opportunities for companies, the format is primarily designed for creators. Creator content can be found all over the Reels feed. Thus, they are naturally also part of influencer campaigns and long-term collaborations. ​ 

​ The option of linking products in addition to the branded content tag further increases the possibilities for use.​ 

Through the connection to Reels, shopping on Instagram is now integrated into all areas. But different formats automatically lead to different product presentations. We have IGTV for more detailed product information and product tests, Stories for time-limited sales promotions, and Reels for the most creative staging of products. 

 Introducing new functions and trends for 2021 

 Like many other social networks, Pinterest has also benefited from the Corona pandemic through an increase in user growth and activity. According to Jan Firsching from futurebiz the high activity also leads to new features in Pinterest boards, making them easier to manage. In 2020, the number of Pinterest boards created per month increased by 35%. The number of boards created has grown noticeably, especially for the topics of beauty, fashion and home decor.​ 

• ​ New toolbar for Pinterest boards:​ 

The more Pinterest boards there are in one’s profile and the more content is saved, the more extensive the management of the boards becomes. On average, there are over 150 saved contents in actively used Pinterest boards. This makes the boards not only partially confusing but also makes a lot of work when cleaning up and sorting. Therefore, a new toolbar for boards should be a handy new feature for users. 

The top of the screen lists all the actions that can be performed on a pinboard – from more ideas on similar pins to organization and access to notes to to-do lists.​ 

• ​ Pinboard favorites:​ 

Pinterest is also testing a feature that lets Pinterest users mark top pins as favorites by tapping the pin’s star icon on their pinboard. Pinboards can then be sorted by favorites to make it easier to find and implement top ideas.​ 

• Emerging trends:​ 

According to Pinterest, in 2020 newly created pinboards titled “Dream Lifestyle” have increased threefold. Pinterest users are planning what they want to buy, setting up new daily routines and redesigning their homes during the lockdown.  

 The top of the screen lists all the actions that can be performed on a pinboard – from more ideas on similar pins to organization and access to notes to to-do lists.​ 

• ​ Pinboard favorites:​ 

Pinterest is also testing a feature that lets Pinterest users mark top pins as favorites by tapping the pin’s star icon on their pinboard. Pinboards can then be sorted by favorites to make it easier to find and implement top ideas.​ 

•  ​ Emerging trends:​ 

According to Pinterest, in 2020 newly created pinboards titled “Dream Lifestyle” have increased threefold. Pinterest users are planning what they want to buy, setting up new daily routines and redesigning their homes during the lockdown.   

• Shopping:​ 

In times like these, the users’ needs change, and some have saved some money because certain things like travelling were not possible. Pinterest users are currently interested, for example in pinboards on the topics of “essential everyday products” and “my dream closet” which have increased by 83%. Also, there were more users planning to buy their Christmas gifts last year. ​ 

​ Tip: Pinboards are a great place for content creators: they can interact with each other, with brands and Pinterest users, as well as optimally present their ideas.  

Ads on igtv​ 

From June 2020 Instagram has been starting to test ads on IGTV. The format will differ from other placements on Instagram because those ads will be longer than ads in feeds or stories. ​ 

According to Instagram IGTV has become a powerful place for creators to connect more deeply with their fans and share their lives and talents. With IGTV ads, they have another new way to earn money. ​ 

​ The difference between feed ads and IGTV ads is that Instagram shares a part of the earnings with the creators of the content. ​ 

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• Integration:​ 

According to Phillip Roth from allfacebook.de IGTV ads look similar to YouTube ads. When you see an IGTV in your feed you only see the teaser at first. In order to watch the full video, you have to click on it, once you have done so you will be presented with an ad. It’s not clear yet if there will be multiple ads and if it’s possible to skip them.  

• Format:​ 

Currently, ads have a length of 15 seconds and are shown in full portrait format on mobile devices only. ​ 

• Availability:​ 

Instagram is testing IGTV ads in the US with a small group of creators and advertisers and will slowly expand globally. According to Facebook the feature won’t be widely available until 2021. ​ 

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Recommendation:​ 

For companies IGTV ads offer a new placement without any extra effort. It is definitely worth a try, because IGTV is a new type of content delivery for which you can have the users full attention. Here brands can build on and reach users there. Keep it in mind and be one of the first brands to join.​ 

Instagram shopping news​ 

After the Instagram Shopping testing in the US, it is now also available in Germany. You can access Instagram Shopping via the Instagram Explore page. Due to the close connection to Instagram Explore, the discovery of new products and brands is also at the heart of Instagram Shop. ​ 

Currently, there are still some differences to the US version. In Germany, Instagram is still testing the new Shop icon in the navigation bar to get faster access to the shop. ​ 

Nevertheless, there is still room for better usability and a shopping experience. There is a reason for that:  Unlike in the USA, where in-app purchases have been possible since last spring, the checkout function is not yet available in Germany. This means if you want to buy something on Instagram you can’t complete the purchase process on the platform itself, but you will be forwarded to the online shop of the brand. ​ 

​ Recommendation:​ 

Brands and companies who want to try this should set up a shop, maintain it and actively link the products in the posts. You will still have to be a little patient until it’s rolled out completely, but once it happens it’ll be a very smooth transition.  

Facebook is testing a new format – are Facebook reels coming soon?​ 

 After the successful launch of Instagram Reels, Facebook Reels could soon follow. According to Jan Firsching from Futurebiz, Facebook is currently testing vertical short videos within its own feed. While the story format has been the most trending feature in the last couple of years, now it’s all about short-form videos in the style of TikTok. ​ 

Right now, Facebook is testing the feature in India since the country is one of the greatest marketplaces of Facebook. As TikTok has been banned in India, it’s a key market with little competition from similar platforms.​ 

​The new short videos are integrated into the mobile app and shown in the news feed. This is similar to the stories. The navigation is identical to TikTok and Instagram Reels. There is a chance that there will be an option on Instagram that allows users to share Reels on Facebook, too.  

How many formats does Facebook need?​ 

​ There are so many content options on Facebook which can also be negative for new features. On TikTok, there are no other options. Creating short videos is the only feature. In comparison to Facebook, Instagram has a lot to offer, too, but Facebook still has more choices. Of course, it’s important to offer options and diversity but the features shouldn’t weaken each other. Let’s see how this goes! 

Author:
Johanna Leffers