If you’ve ever found yourself wondering how to fuel your grocery sales and gain valuable exposure, look no further than Instacart. This platform is an absolute game-changer, providing brands with a golden opportunity to shine and connect with their target audience like never before. With widespread availability across various retailers (excluding Whole Foods and Walmart), Instacart provides a great option for brands to reach their customers.
I reached out to my friend Kevin Gawronski, who helps brands succeed on Instacart to better understand why you should be advertising on this channel. I wrote this article based on the conversation we had so that it could be helpful to you. Let me know if you’re interested in Instacart Advertising and I’d be happy to provide an introduction, just shoot me an email: jordan@foodbevy.com
Unleashing the Potential: Why Instacart is Ideal for Brand Discovery
Instacart offers a unique opportunity for brands to ensure their products are front and center when consumers search for their respective categories. With millions of active users relying on the platform for their grocery needs, Instacart is a great way to reach your customers and find new ones. This expansive user base creates an unparalleled chance for brands to tap into a vast pool of potential customers, allowing them to intercept sales from competitors and establish a strong foothold in the market.
The beauty of Instacart lies in its ability to seamlessly integrate into the daily lives of consumers. Whether they’re searching for everyday essentials, indulging in snacks, or exploring new culinary delights, users turn to Instacart as their go-to platform for grocery shopping. By leveraging Instacart’s advertising tools, brands can position themselves at the forefront of consumers’ minds during their shopping journey, greatly enhancing their discoverability and visibility.
Powerful Advertising Tools for Maximum Impact
Instacart understands the importance of providing brands with effective advertising tools to make a lasting impression on their target audience. Over the past year, Instacart has rolled out a range of innovative features, drawing inspiration from Amazon and tailoring them to the unique demands of the grocery retail landscape. These tools empower brands to captivate shoppers and drive conversions. Let’s explore some of the most impactful advertising features:
1. Video
Video ad units on Instacart appear strategically after the first scroll, capturing users’ attention and allowing brands to showcase their products in an engaging and dynamic manner. By crafting compelling video content, brands can leave a lasting impression on potential customers and drive interest in their offerings.
2. Display
Display banner ads play a pivotal role in catching the eyes of shoppers as they browse through Instacart’s user-friendly interface. Positioned at the top of the search bar and within the user’s feed after a search, these visually appealing banners create valuable brand exposure and encourage users to explore further.
3. Impulse Aisle
For smaller products like snacks and condiments, the Impulse Aisle feature provides an excellent opportunity to capture impulsive purchases. Placing products in this strategic section just before users proceed to checkout increases the likelihood of spontaneous buys, allowing brands to boost their sales and increase overall conversions.
4. General Feed
The general feed on Instacart serves as a prime real estate for brands to showcase their offerings. Winning sponsored placements in this highly visible section allows brands to capture users’ attention right from the start, significantly influencing their purchase decisions. By strategically investing ad spend in the general feed, brands can drive substantial sales and maximize their return on investment (ROI).
5. Promotions
To further entice consumers and enhance engagement, Instacart offers the option to include promotions in various ad impressions. Brands can customize their promotions to suit their marketing goals, whether it’s enticing customers with buy-one-get-one (BOG) offers, percentage discounts, or other appealing incentives. These promotions can be added to video, display, impulse aisle, and general feed placements, creating additional opportunities for brands to increase their sales and attract new customers.
Leveraging Instacart for Brand Success
If you’re wondering whether Instacart is the right platform for your brand, it largely depends on the retailers and category you operate in. However, it’s worth noting that Instacart shines brightest for brands with repeatable purchase products and holds particular significance for frozen brands seeking online exposure.
Optimizing your product listings on Instacart is crucial for ensuring that your brand stands out, even amidst the fierce competition. By running paid advertisements you can take control of your listing image and guarantee that your products are presented in the best possible light when consumers search for your branded terms. This strategic approach enhances your brand’s credibility and helps you establish a distinct presence in the minds of potential customers.
Ad Credits for Women and/or Black Founders
As part of their commitment to supporting underrepresented entrepreneurs, Instacart offers ad spend grants specifically for Women-Owned and Black-Owned businesses. To take advantage of them, set up an account and then reach out to the Instacart Ads team. It’s a great way to get started in an affordable way.
Wrap Up
Instacart offers brands an unparalleled opportunity to get discovered by millions of active shoppers. With its comprehensive advertising tools, vast user base, and commitment to diversity, Instacart empowers brands to rise above the competition, maximize their sales, and forge lasting connections with their target audience. By capitalizing on the immense potential of Instacart, you can unlock new levels of success in the dynamic world of grocery retail.