Cedar's Foods' Instagram Story
- Nathalie F.
- Apr 10, 2018
- 2 min read
Cedar's Foods, the 30 year old famous hummus producer - founded by a Lebanese expat couple in the US #proud #lebanese - has recently appeared on my Instagram stories. Get ready for some marketing insights and thoughts on this newly encountered sponsored ad!
Browsing through what seems to be an endless stream of Instagram stories, I stumbled upon a Cedar's video ad showcasing the variety of mouthwatering recipes to prepare with their wide range of offerings. Although I have never purchased Cedar's hummus (I was trained by my Grandma to prepare my own homemade hummus), I was actually not surprised of being targeted with Cedar's ad as I do fit its audience persona. Also, filling up my fridge with Mediterranean flavors does say a lot about my preferences. Nevertheless, the ad caught my attention and triggered my curiosity to find out more about the product and recipes.
Let's get technical: Details about Cedar's ad
Cedar appeared as a sponsored ad in my stories. The video is designed to fill your phone scree following Instagram’s ad specs. It was actually made using the new stop motion story feature! The ad ends with a call to action to learn more about other recipe suggestions. The promoted story is in fact part of a series of ads laid out similarly, each time unboxing a different product for a different meal inspiration. Although I wouldn’t be able to estimate how much Cedar’s food paid for this ad, but I would assume that it is somewhat around the average CPM (cost per thousand views) $13.92. Now that is quite expensive compared to ad costs on other social networks (Facebook CPM around $12.45) (source adstage).
So is it worth it?
Promoting on Instagram, "Yaaas" or "Nayy"?
I definitely think it is a Yaaas! Instagram ads have a greater engagement than Facebook.
Instagram has about 10x the interaction with a brand that Facebook does. (influencermarketinghub)
It is also worth mentioning that as a visual social network, Instagram offers a unique advertising experience that is all about inspiration and discovery, choosing your target and time preference. Thus, Instagram ads can be very powerful if you're in a “visual” industry, such as the food industry and would like to lure consumers to buy or at least drool over your product.
According to Instagram, 60% of people say they discover new products on the platform, and 75% of Instagrammers take action after being inspired by a post.
This is exactly what happened when I saw the ad. Not only did I get inspired for new recipes, I actually went to the nearest grocery store and purchased Cedar’s food hummus with za’atar to give it a try!
PS: I would love to read about your thoughts on SM advertising in the comments below!
Resources
https://blog.adstage.io/2017/11/07/instagram-ad-cost-report/
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