This 2023 article covers Instagram’s announcement of Reminder Ads and a search-results ad test. It records the rollout as described at the time, rather than current account availability. For a growth team, the decision is whether an event reminder or a discovery placement supports a measurable campaign goal, and whether the feature is available in the account and market being used.
Table of Contents
Reminder Ads on Instagram: Building Awareness, Anticipation, and Consideration
Instagram has developed Reminder Ads, a new ad format that allows businesses to announce, remind, and notify users of upcoming events or launches they might be interested in. The announcement described this format as an option in feed for advertisers; it is designed to help advertisers build awareness, anticipation, and consideration for upcoming moments.
Users can opt into convenient reminders and receive three notifications from Instagram: one day before, 15 minutes before, and at the time of the event. By partnering with brands like Starz to test Reminder Ads, Instagram aims to create a more engaging and user-friendly experience for both businesses and their audiences.
Learn More: Instagram Ad Agency
Ads in Search Results: Reaching Active Users
Instagram is also testing ads in search results to help businesses reach users actively searching for products, content, and services. These ads will appear in the feed that users can scroll through when they tap into a post from search results. Instagram plans to launch this ad placement globally in the coming months.
This new ad format enables businesses to target users who are already showing interest in similar products or content. While increasing the likelihood of conversion. By placing ads in search results, brands can effectively connect with potential customers at the right moment, driving engagement and conversions.
In conclusion
Before using either approach, define the outcome: an event attendance, registration, purchase or another business action. Check availability and the conversion measurement path, then compare the result with your existing placement or launch campaign. More notifications or discovery impressions do not automatically mean more valuable conversions.
