Since Facebook acquired Instagram in 2012, many have been getting progressively more excited by the option of using dual platforms for advertising. In fact, we already integrate Facebook into our regular recruitment marketing proposals for clients as well as our strategy for the agency itself. However, the often lesser-explored video option is bringing even more possibilities to the table for recruiters. Instagram launched the advertising option 10 months ago, and it is now a regular occurrence to see sponsored pieces in your lineup including mini movie trailers. According to Facebook Ads with data from Instagram’s August 2015-February 16th global research, “the amount of time people spent watching video on Instagram has increased by more than 40%.” With that number climbing daily, it’s crucial that recruiters get in the game when is comes to video recruitment marketing on Instagram via Facebook.
According to Ad Age, “Instagram has introduced video capabilities for advertisers and consumers, with the ability to post 60-second videos rolled out at the end of March. Instagram originally launched video ads in November 2014, but now with longer time allotments, marketers can use Instagram to post 30- or 60-second ads more akin to TV or pre-roll ads.” This means you now have an ample amount of time to position your company and its recruitment brand in multiple ways. For instance, you could do a recruitment branding ad that shows the highlights of working for your institution or you could run an ad featuring employee testimonials. The possibilities are endless! In fact, you can even feature multiple videos now that Instagram has added that function into their carousel ads.
Advertising on Facebook and Instagram isn’t fresh news, but using a cross platform strategy for recruitment advertising is something that is. If you aren't using a cross platform approach it’s a huge missed opportunity! Here are some reasons why you should start including a cross post campaign to Instagram when you do recruitment advertising on Facebook.
- 500 million monthly active users
- 300 million daily active users
- 2 billion likes daily
- 95 million daily posts
- Clicks to website
- Mobile app installs
- Website conversions
- Video views
- Mobile app engagement
- Reach and frequency
- Mass awareness
- Page post engagement
As you can see, Instagram hits a wide audience visually (much like Pinterest) and recruiters can definitely benefit from goals such as clicks to website or mass awareness. Next time you launch a Facebook recruitment marketing campaign, consider adding video and enabling an Instagram account.
And, if you are running an Instagram advertising campaign for the first time, make sure to download our checklist.