Marketing specialists are excelling in coming up with amazing ideas to promote their products and services. They have to because it is easy enough to get lost among a great variety of things and remain unnoticed now. In some period brands decided to shout out their benefits, flicker everywhere possible, and launch several marketing campaigns at once. At present, an average person is no longer amenable to ads easily and the loud praise of the product even annoys him. But product placement – that’s another story. Appealing visual content on Instagram flavored with a couple of pleasant words from an influencer still works and has an impact on those convolutions of the brain that are responsible for our desires. Why does product placement on Instagram outperform other forms of advertising and drives sales? Let’s figure it out.
Product placement gained its popularity in the second half of the last century when mentions or images with an advertising touch displayed on postcards and in newspapers. Later it captured cinema and TV shows and appeared in various forms to increase brand awareness and loyalty of the audience. At present, it has reached social media as well and become a powerful tool for advertising on Instagram.
Basically, product placement on Instagram is the method of hidden advertising when the product is implemented into the posts, videos or stories in influencer’s accounts. It was proved that advertising that does not look like advertising works best. Influencers try to pose product placement as a recommendation or informative content and as if without an intention to sell something but just to introduce and show it off. Product placement on Instagram is about unobtrusiveness and confidential tone. There is an advertising message but it is disguised and does not cause rejection from the audience.
If it didn’t work, it would not be a relevant topic. In a word, product placements achieve better results than some classic methods of advertising. Influencers put the product in the shot and sometimes do not make an accent on it at all. However, followers notice it and tick off as something worth paying attention to. Product placement works in close conjunction with an influencer. His image, style, target audience are decisive factors to take into account before offering him a collaboration. The more followers perceive an influencer as a trusted source, the more chances that your product placement will succeed.
There are cases when it creates negative buzz. People start talking about “staged” advertising, the inappropriateness of a product on the picture, and accuse influencers of fraud and dishonesty. This is a double-edged sword: your product has become a splash story but in a negative light.
If you want to avoid unpleasant situations, study the experience of other brands, especially their ups and downs, assess the audience and tone of voice of the influencer, and create as natural PP (=product placement) as possible not to turn it into a dummy.
Influencers know how to make us desire something. First, they portray their perfect way of life and all the things that help them remain so flawless. We strive for the same, hence believe that it is necessary to purchase all the products that an influencer has in order to approach the ideal. The product we do not have yet is believed to solve our problems. That’s why we do not cease buying. That’s how it works.
By the way, sometimes influencers generate product placements because of sincere affection for the brand without being paid for it. Such advertising could even perform better being based on honesty without any sort of sponsoring.
The message in the form of product placement broadcasted with the aid of influencer will be definitely heard and will evoke a warm response.
This type of advertising is quite complicated. First of all, it is vital to find an original approach and, having creatively comprehended the task, to “weave” an ad into the natural environment of the influencer.
Here’s a breakdown of points to consider before executing product placement on Instagram to help you move in the right way and build a noticeable but not pushy marketing campaign.
Product placement which bears fruit is real when your brand aligns with the way of life of the influencer and will evoke interest in his target audience. Make sure that the content will be appealing, natural and relevant. I hope you understand that influencer who advocates a healthy way of life will hardly agree to promote Burger King, do you?
Actually, there are so many channels to draw inspiration for advertisements that we might say without hesitation that ideas are boundless. Basically, everything depends on your product and message you would like to convey to the audience.
Nowadays it is possible to also mark in the Location that the publication is sponsored but it depends on your requirements. It usually works with tour agencies, hotels, events that arrange a trip for an influencer in exchange for advertising posts.
Vine videos are extremely popular on Instagram. They are intended to show ridiculous moments that may be relevant to the life of everyone. With the help of vine videos, you can sell any product in a funny way that is likely to stick in the memory longer than an ordinary staged pic.
No matter how marketers praise a particular tool or method of advertising, each has its own pros and cons. Product placement on Instagram is an effective method of promoting goods and services, which can significantly enhance the effectiveness of an advertising campaign. However, you’d better evaluate all the advantages and disadvantages before jumping on board. Here are some of the key points to keep in mind.
Marketers are absolutely convinced that Instagram is an excellent channel for product placements, and they are right. You can sell everything on Instagram because there is a target audience for any product. Put your imagination in motion, find a relevant Instagram influencer and the right way to present your product, and take advantage of the method to maximize the visibility of your brand.