More objectives. More flexibility. More ways to advertise.

Over the last month, we’ve been busy launching even more ad products for businesses to use on Instagram. Now businesses around the globe can run ads easier than ever with the flexibility to drive more business objectives.

More ways to optimize ads

Businesses can now use Instagram ads to drive a wider range of objectives—from broader brand campaigns optimized for reach and frequency, to performance campaigns that drive website conversions.

“We increased brand awareness via Reach & Frequency at a very reasonable budget and also got unexpected website traffics. Now that branding & DR are in one platform, we now believe the power of Instagram and will continue to communicate with our customers in this way. And also thanks to Wisebirds’ thorough campaign strategy! Their platform Adwitt’s optimization features allowed us to get these results!”

Jung Youn Noh, MyRealTrip Marketing Manager

By optimizing for reach & frequency, advertisers can manage the number of people they reach with their Instagram ads and how frequently the ads are shown. To make media planning and buying even easier, advertisers can also control the reach and frequency of campaigns across Instagram and Facebook.

“We’re bullish on reach and frequency buying through Instagram. We’ve already seen strong demand and success on Instagram with brand advertisers given the engaging nature of the platform. It’s right up there with TV in terms of visual impact so running campaigns using apples-to-apples metrics makes a lot of sense.”

Lance Neuhauser, CEO at 4C

In addition, performance advertisers can now optimize delivery of their ads to people who are most likely to take an action on their website—driving more efficient performance on Instagram, or for campaigns running across Facebook and Instagram. Our goal is to remove friction and give businesses the most bang for their advertising buck.

Better ways to tell a story

Since launching carousel ads in June , businesses have found unique and compelling ways to tell their brand story to help increase awareness and drive affinity. On average, Instagram carousel campaigns have performed better for ad recall than single photo campaigns, driving an additional 2.5 point lift in ad recall.* Given the strong performance, we’re extending the ability to buy Instagram carousel ads through our self serve interfaces: the Ads API, Power Editor and Ads Manager. By opening up the way advertisers can buy, businesses of all sizes around the world now have more flexible targeting, call-to-action button options, and can customize their offsite links to help drive maximum return

French retailer L’Occitane partnered with Facebook Marketing Partner, Make Me Reach , to run a carousel ad campaign that drove a 58% higher lift in conversion rate compared to their Instagram campaigns using single-photo link ads.

“Across several campaigns with advertisers focused on everything from Mobile App Installs to Website Clicks, Instagram’s Carousel ad unit delivered positive results, often exceeding client expectations and performing better than the standard Instagram ad unit”

Clément Boutignon, Head of Customer Success, Make Me Reach

Easier ways to advertise

Now marketers will have more ways to target ads and use Instagram. Over the next few weeks, we are adding website conversions as an ad objective for Instagram, launching carousel format for Instagram ads in all interfaces, and Instagram in Ads Manager.

We look forward to seeing the innovative work that comes from these new updates. We’re constantly looking for ways to help our business community drive the objectives that matter most to them.

*based on initial results