A feature that marketers have long been waiting for on Instagram is finally rolling out to the public.
Spotted within the "Audiences" tab in Facebook's Business Manager, three new retargeting options for Instagram now appear under the Engagement objective when creating a Custom Audience: Video, Lead form, and Instagram business profile.
Video allows you to create a list of people who watched a certain length of your video (based on seconds or % completion). Lead form is a list of people who've opened, completed, or haven't submitted the form. And lastly, Instagram business profile is a list of anyone who's interacted with your profile page.
The update will be quintessential for many Instagram-centric brands in reaching their audiences properly. While it's known that Facebook's interest targeting for native ads is strong, the case has not always been the same for Instagram placement. With these options, not only can brands understand their customer behavior in depth, but also create custom tailored ads that will have a higher chance of attracting customers.
In addition, brands working with influencers on Instagram can greatly benefit from these retargeting options as well. For example, a brand can create a video of their product and place it on an influencer's page, and when the campaign ends, buy and retarget the audience proper based on who engaged with the video the most. If the video is likely to go viral, especially when using a hashtag, these retargeting options will be even more valuable.
Retargeting ads can be an essential component in your next campaign. In fact, not only do remarketing ads conversion rates increase over time, but also users who are shown these type of ads are 70% more likely to convert.
If you've haven't made use of Custom Audiences before, even for Facebook, this might be a good time to check them out ahead of this feature's worldwide release.