Last year we brought you Invoca for Facebook, and the adoption from our customers was exceptional. Today, I couldn’t be more excited to follow up with another industry first – Invoca for Instagram.

According to forecasting firm eMarketer, Instagram is expected to generate $3.64 billion in advertising revenue globally this year. Marketers are increasing their investment in Instagram advertising so they need to make sure they are getting the most ROI from their investment.

This is the industry’s first solution to natively integrate phone calls and voice analytics with the visual power of Instagram. Invoca for Instagram helps marketers target high-value customers who want to have a voice conversation. Marketers will be able to reach more customer by tracking customers who call and retargeting them or using that data to target lookalike audiences. The result is more revenue and a better customer customer experience.

With Invoca for Instagram You Can:

  • Get granular attribution down to the ad level: Get actionable data about the Instagram ads driving your customers to click-through, call and then convert offline. You can use these insights to make optimizations and budget allocations that drive more revenue-generating calls from Instagram ads.
  • Re-target based on call insights: Deliver a consistent experience across channels by triggering retargeting ads on Instagram that are personalized based on attributes such as where a call came from, what was said, and whether someone converted.
  • Expand your audience through lookalike audiences: Find more people that look like your best customers who converted over the phone. Pass this rich caller data to Instagram to create a seed audience for lookalike audience targeting.
  • Call and click data together: Spend less time merging data and more time optimizing side-by-side with click and call data for a complete online and offline view of your ad performance.

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Why Now?

Social platforms like Instagram are fundamentally changing the way we consume content and as a result, the way brands interact with and attract audiences. In fact, Instagram recently announced it has more than 1 million monthly advertisers –up five times from a year ago –and 8 million business profiles on the app.

With more than 600 million active monthly users, Instagram has become a powerful mobile platform for marketers. Stats on the interactions between users and businesses on Instagram suggest it’s a great place for marketers to see engagement. More than 80% of Instagram users follow a business on the app, and 75% of users have visited a website or contacted a company after viewing an Instagram ad.

Combine the mobile-first nature of Instagram with the fact that the majority of calls to businesses come from mobile phones, and it’s clear why marketers need a way to track the customer journey when it goes offline. This is especially important for marketers in industries like travel and home services that have broad appeal, yet offer products or services that are expensive or complex and require a voice conversation during the purchase process.

Dan Williams, Chief Revenue Officer of 3 Day Blinds said, “While the visual nature of Instagram has been great for our branding, Invoca for Instagram turns it into a viable direct response channel. Now we have the insights to not only optimize our Instagram posts for offline conversion, but to reach more of our best customers through lookalike audience targeting.”

Driving revenue and improving the customer experience in this new landscape requires a new set of rules and that includes leveraging data from both voice and online interactions. Invoca for Instagram enables marketers to not only justify their ad spend on Instagram, but provides a way for marketers to acquire more valuable customers (who want to call) via lookalike targeting.

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Andrea Mueller

Posted by Andrea Mueller

Andrea Mueller is the public relations manager at Invoca. She has 10+ years of experience and has held positions at Edelman, Trend Micro, McGrath/Power and even interned for Governor Schwarzenegger one summer. Andrea earned her B.S. in Communications and Geography at Syracuse University. She loves racing triathlons, the outdoors, national parks and traveling.

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