Instagram and Facebook Together Drive Greater Efficiency
:: By Heather Haney, Adaptly ::
Which social media platform performs better? Is there synergy in running the same campaign across more than one? Sometimes only a head-to-head test can provide the answers. Running an ad campaign on both Facebook and Instagram is a win-win overall: brands can boost reach - especially for an engaged millennial audience - by driving more efficient costs, without the need to develop additional creative. Let's look at an example.
Cable network TV Land (owned by Viacom) aimed to build awareness and drive tune-in for a new comedy show called Teachers. Initially they planned on running ads solely on Facebook, but a technology partner, which develops technology solutions for successful advertising on platforms like Facebook, Instagram, Twitter, Pinterest and Kik, advised TV Land to run the campaign across both Facebook and Instagram to extend reach and target a highly engaged millennial audience.
The team, in collaboration with MediaHub, developed a strategy around the first three episodes of Teachers, with spending focused on air times and keeping up the momentum of content between episodes. The goal was to fuel live tune-in, continue conversations, and drive people who missed the show to catch up through on-demand video.
Using ad creative intended for Facebook, ads were served across both Facebook and Instagram and tested to see if the two performed better than just Facebook. Ad content consisted of bite-sized video clips featuring funny character gaffes and sneak peeks of upcoming episodes of the show.
A Facebook Brand Effect study was conducted to determine the overall performance of the campaign. Test cell 1 was an isolated portion of the audience exposed only to the Facebook placement. Test cell 2 was exposed to Facebook, Instagram, or both placements. The control groups were not exposed to any ads. In order to reach key millennials on Instagram without Instagram-specific content, a controlled test of ‘Facebook Only’ inventory was also served to Facebook, Instagram or both placements.
In the end, this test strategy proved to be a worthwhile experiment for TV Land’s new program: using both Instagram and Facebook together resulted in increased reach by 7 percent and impressions by 16 percent, while decreasing CPM by 6 percent. The overall campaign generated a 25 percent lift in ad recall, 21 percent in brand awareness and 3 percent intent to tune-in.
About the Author
With years of industry experience, Heather Haney is a client strategy manager in Adaptly's New York office. The highlight of her job is staying up-to-date with the latest digital and social trends and using this knowledge to inform strategy for her clients. A California-native, Heather spends her free time exploring new places - both in New York and abroad.