Overview

Instagram marketing trends, strategy planning & evaluation

• Understanding Instagram’s rise
  – User profile
  – Covid impact
  – Why TikTok’s a big problem for Instagram
• Performance benchmarks
  – Organic performance
  – Ads
• Strategic considerations
  – Brand vs performance
• Tools & tech
  – Business Manager
  – Third-party tools
• Evaluation & reporting

Content marketing, community & engagement

Instagram advertising: Strategy, Planning & Tactics

• Instagram performance benchmarks
• Brand vs direct response
• Apple iOS 14.5 and ad targeting
  – Shopping & Instagram engagement audiences
• Ad conversion tracking
  – Google Analytics
  – Facebook Pixel
• Creative tools & design considerations
• Ad strategy and funnel development

Influencers, Shopping & Commerce

• Influencer marketing
  –The rise, COVID fall & 2021 outlook
  –Demographics
• Problems and concerns
  –Engagement pods, fraud and good taste
• Brand building vs direct response
  –Evaluation and reporting
• Branded Content opportunities
  –Branded Content Ads
  –Publishers
• Social commerce
  –Shop fronts and new surfaces
  –Impact on ad targeting