Driving Increased Engagement with Boomerang
September 23, 2016
In an industry dominated by legacy marketing tactics, we help one of our Financial Services partners run a social-first creative strategy, meaning unique assets created specifically for use on Facebook, Instagram and other top “social” platforms. Ampush Analysts leveraged our AMP technology to help our partner craft an innovative and data-backed creative strategy centered on new and exciting Instagram ad formats like Boomerang.
In a recent campaign centered on getting users to leverage a mobile payment app in order to enter a music contest, four Boomerang creative assets decidedly out-performed other video and static units. They saw 21% more impressions, an 81% higher engagement rate at an 86% lower cost-per-engagement (CPE).
|Campaign KPI||Boomerang Average vs Non-Boomerang Creative Averages|
|Engagement rate||3.5X more|
|Link clicks||2nd highest drive of clicks|
|Cost-per-link click||14% lower|
|Video views||78% more|
|Video conversion rate||68x higher|
Boomerang Creative Best Practices
Thanks to our AMP platform’s rapid creative testing abilities, Ampush Analysts are able to quickly determine which Boomerangs are driving the strongest performance for our partner. Our in-house Creative Team is able to analyze campaign performance data and identify the most impactful design elements of top performing creative assets.
The top performing Boomerang featured instructions for entering a contest to win VIP tickets. Contest promotions reliably drive strong engagement rates. The next highest performing creative featured a well-known band jumping around on stage.
Ampush Analysts instructed our partner and their agency that Boomerangs look and perform best when they appear more “native” than ad. This means focus on visually appealing elements, not messaging or overt branding. Ampush Analysts advised our partner to focus on experiences, such as the band, the crowd, or creative angles and shots.
Ampush noted that Boomerangs featuring action tend to drive the most audience engagement.