{"id":5750,"date":"2015-11-06T10:01:25","date_gmt":"2015-11-06T09:01:25","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=5750"},"modified":"2025-05-28T13:12:31","modified_gmt":"2025-05-28T11:12:31","slug":"infographie-anatomie-dune-bonne-publicite-sur-instagram","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/infographie-anatomie-dune-bonne-publicite-sur-instagram\/","title":{"rendered":"[Infographie] Anatomie d&rsquo;une bonne publicit\u00e9 sur Instagram"},"content":{"rendered":"<p>Avec plus de <strong>400 millions d&rsquo;utilisateurs actifs<\/strong> par mois et 80 millions de photos partag\u00e9es chaque jour, Instagram est aujourd&rsquo;hui le troisi\u00e8me r\u00e9seaux social le plus populaire derri\u00e8re Facebook et Qzone. Apr\u00e8s un premier test aupr\u00e8s de quelques annonceurs, <a href=\"https:\/\/www.odw.fr\/expertises\/agence-social-media\/\">Instagram<\/a> a lanc\u00e9 en septembre sa solution publicitaire en libre service pour toutes les entreprises. Cela a incit\u00e9 de nombreux annonceurs \u00e0 commencer \u00e0 s&rsquo;int\u00e9resser au potentiel de cette nouvelle plateforme pour leur communication de marque.<\/p>\n<p>Afin d&rsquo;aider ces derni\u00e8res \u00e0 appr\u00e9hender ce nouvel outil, le cr\u00e9ateur de banni\u00e8re Bannersnack vient de publier une infographie r\u00e9capitulant le fonctionnement de la <strong>publicit\u00e9 sur Instagram<\/strong> et proposant quelques conseils aux marques qui souhaitent\u00a0y recourir.<\/p>\n<h2>Une communaut\u00e9 Instagram jeune et engag\u00e9e<\/h2>\n<p>La premi\u00e8re section de l&rsquo;infographie fournit un \u00e9clairage sur la communaut\u00e9 du r\u00e9seau : les instagrammers sont <strong>70% \u00e0 avoir moins de 35 ans<\/strong>, 53% \u00e0 y suivre leurs marques favorites, et <strong>44%<\/strong> \u00e0 l&rsquo;utiliser pour effectuer des <strong>recherches sur les produits<\/strong> qui pourraient les int\u00e9resser.<\/p>\n<p>Instagram offre ainsi aux marques l&rsquo;occasion de d\u00e9velopper un discours diff\u00e9rent de celui propos\u00e9 sur les autres canaux de communication en insistant davantage sur le <a href=\"https:\/\/www.odw.fr\/expertises\/agence-social-media\/\">storytelling<\/a> visuel.<\/p>\n<h2>Les\u00a0conseils de Bannersnack pour une publicit\u00e9 efficace<\/h2>\n<p>Afin de bien prendre en main la plateforme publicitaire d&rsquo;Instagram,\u00a0Bannersnack propose cinq astuces pour capter l&rsquo;attention des instagrammers :<\/p>\n<ul>\n<li>Utiliser des <strong>images de haute qualit\u00e9<\/strong> : Instagram est le\u00a0r\u00e9seau du storytelling visuel. Pour \u00eatre efficaces les marques sont donc invit\u00e9es \u00e0 s&rsquo;interroger sur la fa\u00e7on de traduire leur <strong>histoire en image.<\/strong><\/li>\n<\/ul>\n<ul>\n<li>Faire preuve de cr\u00e9ativit\u00e9 et de courage : la <strong>cr\u00e9ativit\u00e9 des marques<\/strong> est largement pl\u00e9biscit\u00e9e sur Instagram, Bannersnack cite notamment\u00a0<a href=\"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/5-campagnes-de-marques-illustrent-potentiel-instagram\/\">l&rsquo;exemple de Ben &amp; Jerry<\/a> qui atteint 9,8 millions d&rsquo;abonn\u00e9s en\u00a0mettant r\u00e9guli\u00e8rement en avant ses produits de fa\u00e7on d\u00e9cal\u00e9e.<\/li>\n<\/ul>\n<ul>\n<li><strong>Cibler<\/strong> la bonne audience : comme dans toute publicit\u00e9\u00a0le ciblage est crucial pour que la communication soit\u00a0efficace, les marques doivent donc s&rsquo;interroger sur les centres d&rsquo;int\u00e9r\u00eat qui pourraient toucher leurs communaut\u00e9s.<\/li>\n<\/ul>\n<ul>\n<li>Inclure un <strong>call-to-action<\/strong> clair : les publicit\u00e9s Instagram permettent d&rsquo;ajouter des <strong>boutons.<\/strong>\u00a0Ceux-ci permettent aux\u00a0instagrammers d&rsquo;interagir : \u00ab\u00a0r\u00e9server\u00a0\u00bb, \u00ab\u00a0t\u00e9l\u00e9charger\u00a0\u00bb, \u00ab\u00a0s&rsquo;abonner\u00a0\u00bb, &#8230;<\/li>\n<\/ul>\n<ul>\n<li>Produire du contenu dont la marque puisse \u00eatre fi\u00e8re, qui soit en <strong>coh\u00e9rence<\/strong> avec la <strong>charte graphique<\/strong> de la marque et qui puisse s&rsquo;inscrire dans la strat\u00e9gie de communication globale de la marque.<\/li>\n<\/ul>\n<h2>Un fonctionnement comparable aux Facebook Ads<\/h2>\n<p>L&rsquo;<strong>\u00e9diteur de publicit\u00e9 Instagram<\/strong> fonctionne sur le m\u00eame principe que les\u00a0<a href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/choisir-le-format-de-publicite-facebook-la-plus-adapte-a-ses-objectifs\/\">Facebook Ads<\/a>\u00a0et est d&rsquo;ailleurs accessible\u00a0depuis Facebook via la plateforme<strong> Power Editor<\/strong> (le m\u00eame outil que celui utilis\u00e9 pour publier des annonces Facebook Ads).<\/p>\n<p>Plusieurs formats publicitaires :\u00a0photos sponsoris\u00e9s, vid\u00e9os sponsoris\u00e9es, ou carrousel\u00a0(diaporama compos\u00e9 de plusieurs visuels pour montrer un produit sous plusieurs angles par exemple).<\/p>\n<p>Le Power Editor d&rsquo;Instagram propose \u00e9galement des outils de <strong>personnalisation des contenus<\/strong> avec\u00a0notamment\u00a0<a href=\"https:\/\/www.01net.com\/actualites\/instagram-lance-boomerang-une-appli-pour-creer-des-videos-d-une-seconde-924422.html\" target=\"_blank\" rel=\"noopener\">Boomerang<\/a>, outil d&rsquo;\u00e9dition de vid\u00e9o r\u00e9cemment mis en place sur le r\u00e9seau ainsi que VSCO Cam qui offre\u00a0de multiples options de retouche afin de travailler les images de fa\u00e7on professionnelle.<\/p>\n<p>Retrouvez l&rsquo;int\u00e9gralit\u00e9 de l&rsquo;infographie Bannersnack ci-dessous :<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-5751 aligncenter\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/The-Anatomy-Of-An-Awesome-Instagram-Ad.png\" alt=\"The Anatomy Of An Awesome Instagram Ad\" width=\"80%\" height=\"auto\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/The-Anatomy-Of-An-Awesome-Instagram-Ad.png 804w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2015\/11\/The-Anatomy-Of-An-Awesome-Instagram-Ad-32x300.png 32w\" sizes=\"(max-width: 804px) 100vw, 804px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec plus de 400 millions d&rsquo;utilisateurs actifs par mois et 80 millions de photos partag\u00e9es chaque jour, Instagram est aujourd&rsquo;hui le troisi\u00e8me r\u00e9seaux social le [&#8230;]<\/p>\n","protected":false},"author":15,"featured_media":5751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[589,1029,897,637,996,102,58,1030,781,1028],"class_list":["post-5750","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-communaute","tag-communication-de-marque","tag-facebook-ads","tag-instagram","tag-marques","tag-outils","tag-publicite","tag-publicite-instragram","tag-storytelling","tag-visuel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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