Instagram is giving a boost to its direct-response call-to-action buttons that allow retailers to drive consumers to their e-commerce site, install their mobile apps and make a purchase.
The social network today announced that throughout the next month it plans to roll out “enhancements” to the ads, which it introduced last fall. Instagram’s goal is to make it more likely a user will interact with the ads.
The four changes are:
- The call-to-action button will be highlighted when people show interest on or around an ad—like resting on the ad for four seconds or tapping on the advertiser’s profile name.
- When Instagrammers tap into an advertiser’s profile from an ad, a call-to-action button will appear at the bottom of the profile.
- When Instagram detects additional information from an ad, like price, destination URL or app store rating, it will automatically add that information to the call-to-action button.
- When a user unmutes a video link ad, which is a video ad that includes a link to an advertiser’s desired URL, he’ll be taken to the destination URL while the video continues to play at the top of the screen.
The moves build upon Instagram in June enlarging its call-to-action button; it now extends across the full width of the ad with the call-to-action text appearing on the left side rather than in the bottom right corner of the ad. The change was the result of an eye-tracking study that found consumers didn’t see the button. That redesign boosted performance more than 45%, Instagram says.Favorite