How many seconds do you think it would take for you to tell your brand’s story? Ten? Twenty? Thirty? How about sixty?
For a generation who has a short attention span, it is nearly impossible for advertisers to grab the attention of millennials. In new attempt to reach a younger audience, Instagrams new 60 second advertisements are allowing brands to reach their customers in new ways.
Brand Networks, one of the initial participants in the Instagram Partner Program, found that Video ads accounted for 22.52 percent of total Instagram ads served by Brand Networks in December, up from 9.54 percent in September.
Each social network seems to be taking the challenge of reaching young minds in different approaches to video ads.Facebook lets companies run video ads that are as long as they want, but only as full- fledged videos. Youtube has it’s skippable pre-rolls. Twitter lets brands sponsor the delivery of high-quality content from other publishers. Snapchat has short interstitial video ads and sponsored clips.
So what do Instagram 60-second ads mean for marketers? In a press release, Ampush CEO, Jesse Pujji stated that Instagram is the mobile marketer’s platform of choice for a highly engaged and growing audience.
SocialCode co-founder and CEO Lauran O’Shaughnessy said in an email to Social Times: “Brands are eagerly anticipating the expansion of advertising on Instagram. The platform’s rich experience and extensive reach with younger audiences makes it a perfect environment to influence and inspire, and to offer consumers relevant opportunities to purchase products. We look forward to continuing to build on Instagram’s Ads API and to guiding our clients’ success with new capabilities as they’re introduced.”
T-Mobile and Warner Brothers were two of the first companies to try Instagram’s new 60 second advertisements.
What are some of your favorite ads you’ve seen on Instagram? Share with us in the comments below.