Everywhere you go, people are glued to their mobile phones. And it’s no surprise to discover that 33 per cent of all mobile minutes in Australia is spent on Facebook, Instagram or WhatsApp, according to new data from the IAB and Nielsen.
So what does this intel mean for brands? Well, basically, those paid advertising campaigns that are now creeping into your Instagram newsfeed have “huge opportunities” when it comes to consumer engagement.
One Australian company that has achieved major success through Instagram advertising is Tourism Queensland. Reaching 770,000 people in its target demographic of 25-54 years of age, Tourism Queensland’s Instagram campaign also saw Nielsen record a 25 point lift in ad recall for the company.
“It just blows my mind in terms of our reach and scale and the engagement that we see in Australia,” Instagram Australia’s Sophie Blachford told AdNews.
“That audience is hard to find, hard to reach and hard to engage and we know they spend a lot of time on Instagram. It really goes to show the effectiveness of capturing attention of those consumers and placing it into the mindset of Aussies.”
Paid Instagram ads were rolled out in Australia last month.
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