Social Media

Instagram Opens the Gates to Programmatic Advertising

Instagram officially opens its advertising API to marketing partners in early August. This change allows advertisers—large and small—to run, scale, and optimize Instagram ads programmatically, just like they do on Facebook. Before this, advertising was limited and manual. Now, it’s automated, data-rich, and customizable.

Brands no longer have to depend solely on Instagram’s internal team or direct sales to place ads. With the API, marketers can plug into platforms like Salesforce, Hootsuite, and others to manage large campaigns.

For businesses, this is about efficiency and scale. You can now test multiple creatives, target new audiences, and run A/B experiments with a level of speed that wasn’t possible before.

The Rise of Visual Flexibility and Performance Focus

Instagram also introduces support for landscape photos and videos, moving beyond its classic square format. This makes the platform more brand-friendly, especially for content already designed for YouTube or wide-screen display.

Paired with the introduction of direct response ad formats—like ‘Shop Now’ and ‘Sign Up’—Instagram is no longer just a branding tool. It’s a performance channel. Marketers now have a visual platform that supports the full funnel: from awareness to action.

The Broader Trend: Visual Commerce Accelerates

Pinterest continues expanding its Buyable Pins, and Facebook’s Live streaming (limited to public figures for now) starts to shape the idea of real-time engagement from mobile.

Visual platforms are no longer just about aesthetic. They are becoming transaction-friendly, data-driven ecosystems where visuals and conversion live together.

Strategic Insight: What’s Your Visual Story and Why Should It Sell?

• What’s your story? You’re a business or creator with something to offer visually—whether it’s a product, service, or idea.
• What do you solve? You eliminate the friction between interest and action. You help people discover, trust, and click without leaving the app.
• How do you do it? By pairing scroll-stopping visuals with clear calls to action, layered through smart targeting and automated delivery.
• Why do they care? Because they don’t want to click ten times to buy something they just saw. They want discovery to be easy—and action to be instant.

Fictional Ideas

David runs an online coffee subscription business. In August, he starts running Instagram carousel ads showing how his beans are roasted, packaged, and delivered. Each slide includes a story, a smell memory, or a brewing tip.

He uses the Instagram API through his CRM to test three different creatives across three regions. The ‘Shop Now’ CTA leads directly to a pre-filled order form.

His conversion rate jumps 40% compared to previous manual campaigns. Visual + automation = scalable growth.

References

Instagram for Business. (2015). Instagram Opens Ads API. https://business.instagram.com/blog/ads-api-expansion
TechCrunch. (2015). Instagram Opens Ads API to Everyone. https://techcrunch.com/2015/08/04/instagram-opens-ads-api/
MarketingLand. (2015). Instagram Adds Direct Response Formats. https://marketingland.com/instagram-direct-response-ads-136835
Pinterest Newsroom. (2015). Buyable Pins Update. https://newsroom.pinterest.com/en/buyable-pins
Facebook Newsroom. (2015). Introducing Live for Public Figures. https://about.fb.com/news/2015/08/facebook-live/

Visual Discovery Becomes a Buying Journey

Social media platforms are rapidly evolving from places of inspiration to engines of transaction. This month, Instagram rolls out its new Carousel Ads format—multi-image units that invite users to swipe through a story. Simultaneously, Pinterest takes a bold step in e-commerce by launching App Pins for iOS, allowing users to install apps directly from pins without leaving the platform.

These innovations mark a growing shift: social visuals are no longer just about beauty—they’re about behavior. Businesses can no longer treat these platforms as passive galleries. They are interactive storefronts, and smart marketers know that storytelling drives sales.

Instagram: From Static Squares to Swipeable Stories

Instagram’s Carousel Ads open new storytelling opportunities. Brands can now guide users through product features, testimonials, or tutorials within a single ad unit. This shift reinforces the value of micro-narratives in mobile environments—short, visual arcs that engage curiosity and prompt action.

The key is understanding user intent. People come to Instagram for inspiration—your job is to give them direction. This is where Factics comes in: use data to understand what visuals get attention, and build strategy around it. Create content that both educates and converts—because that’s what builds trust.

Pinterest: From Inspiration Board to Buy Button

Pinterest’s new App Pins for iOS blur the line between discovery and download. With a single tap, users can install an app directly from a pin—merging content and commerce. Pinterest already drives more referral traffic to retail sites than any other social platform, and now it’s closing the loop.

The opportunity for marketers is clear: don’t just post products, post possibilities. Educational pins, infographics, and how-to visuals are what resonate. Teachers NOT Speakers applies here—help your audience *do*, not just scroll. Guide them through value, and you’ll earn the conversion.

Strategic Insight: Build Your Visual Funnels

Both platforms are signaling the same thing: static content is out, visual interaction is in. Whether it’s a swipe on Instagram or a save on Pinterest, your brand must think beyond the post. Map your content to a journey—attract, educate, then invite action.

Leverage short-form visuals backed by data, use sequential storytelling, and optimize for mobile behavior. As social becomes more shoppable, value will always outperform volume. That’s the promise of Factics—and the future of digital engagement.

References

Instagram Business. (2015). Introducing Carousel Ads. https://business.instagram.com/blog/introducing-carousel-ads/
Pinterest Blog. (2015). App Pins for iOS: Now You Can Install Apps Without Leaving Pinterest. https://newsroom.pinterest.com/en/post/app-pins
Constine, J. (2015). Pinterest Unveils App Pins And Installs Via iOS. TechCrunch. https://techcrunch.com/2015/02/11/pinterest-app-pins/
eMarketer. (2015). Pinterest’s Retail Referral Strength. https://www.emarketer.com/Article/Why-Retailers-Turn-to-Pinterest/1012065
AdWeek. (2015). How Instagram’s Carousel Ads Are Changing Mobile Branding. https://www.adweek.com/performance-marketing/instagram-carousel-ads-163390/

The Pulse of Local: Why Social Still Matters

Live, local events—whether concerts, community fundraisers, or business expos—thrive on word of mouth. That “mouth” is now digital. Social media isn’t just part of the event marketing mix—it is the mix.

Smart marketers organize their promotion strategy around where their audience already lives: on Facebook, Twitter, Instagram, and newer tools like Foursquare/Swarm. This isn’t just about filling seats; it’s about activating experiences, building engagement, and extending the event’s reach before, during, and after.

The Facts: How Social Media Drives Event Visibility

Several studies and surveys make clear the critical role social platforms play in driving local event attendance:

– Facebook: With over 1.3 billion users, its Events feature allows hosts to create digital invites, promote posts, and retarget attendees through custom audiences. A HubSpot report shows that 62% of event marketers consider Facebook their most valuable promotional channel.

– Twitter: The hashtag becomes the digital ticket. Real-time engagement builds buzz, answers questions, and extends the reach beyond the venue. During events, hashtags aggregate user-generated content and create instant feedback loops.

– Instagram: Visual storytelling matters more than ever. Event hosts who encourage attendees to share photos using branded hashtags see a 30–50% lift in engagement during and after events. Short videos and behind-the-scenes posts drive FOMO (Fear of Missing Out).

– Foursquare/Swarm: Though usage is declining, these platforms still provide value through check-ins and hyper-local promotion.

– Email & Eventbrite: Email remains effective, especially when integrated with Facebook ads or used to drive urgency (e.g., “10 tickets left!”). Platforms like Eventbrite offer analytics that sync with Facebook and Twitter, helping marketers track what works.

Targeting Your Audience: It’s Not About Mass, It’s About Match

Local events are not global launches. The goal isn’t to go viral—it’s to be relevant. Geo-targeting ads, local hashtags, and partnerships with nearby influencers or businesses offer far better ROI than trying to reach everyone.

For example:

– Use Facebook’s Power Editor to target by zip code and interests (like “live music” or “nonprofit supporters”).
– On Twitter, search for people using local hashtags and engage before event day.
– On Instagram, geotag posts and stories with the venue—people looking for things to do often search those tags.

This is where Factics comes into play: strategies must be grounded in data (what people are doing) and converted into tactics (what you can do about it).

The Digital Ethos Approach

We’ve said it all along: Don’t just broadcast. Educate. Demonstrate.

The Teachers NOT Speakers approach we bring to every workshop, seminar, and post applies to event promotion, too. We don’t just talk about social media trends—we use them, show them, and break them down. That’s how you turn attendees into loyal followers and fans into advocates.

– Show people why the event matters, not just when it is.
– Give them content they can share that helps them look good (graphics, countdowns, videos).
– Let your attendees help promote—social proof is more powerful than your own flyer.

Strategic Playbook for Local Event Marketing

Here’s a checklist based on what works:

1. Facebook Event Page 
   – Create early, invite your target audience, and boost the event post to a custom audience.
2. Hashtag Strategy 
   – Choose a unique, short hashtag and include it in all posts across all platforms.
3. Visual Campaign on Instagram 
   – Post teaser content leading up to the event and encourage UGC during the event.
4. Geo-Targeted Twitter Engagement 
   – Use location filters and follow local Twitter users who attend similar events.
5. Email Sequence 
   – Send a save-the-date, reminder, and last-chance ticket blast.
6. Post-Event Recap Content 
   – Use photo albums, testimonials, or thank-you videos to extend the event’s impact.

The Bottom Line

Events succeed when people feel connected to them—before they arrive. That connection starts online. Social platforms allow marketers to meet the audience where they are, personalize the experience, and amplify the excitement in real-time.

By focusing on value, authenticity, and strategy, we help communities connect not just with events—but with each other.

References

Eventbrite. (2014). Social Media Event Marketing: Why Facebook and Twitter Dominate. https://www.eventbrite.com/blog/social-media-event-marketing-ds00
HubSpot. (2014). The Science of Event Marketing. https://research.hubspot.com/science-of-event-marketing
Forbes. (2014). Instagram for Event Marketing. https://www.forbes.com/sites/jaysondemers/2014/08/14/instagram-and-event-marketing
Social Media Examiner. (2014). How to Promote Events Using Social Media. https://www.socialmediaexaminer.com/promote-events-with-social-media/