- Instagram on Aug. 1 launched a recent campaign in partnership with ad agency Johannes Leonardo and Meta’s in-house creative shop Creative X, per details shared with Marketing Dive. “Instagram Connections” will run through Oct. 8 in the U.S.
- The campaign includes two three-minute short movies, “Small Fries” and “Send Off,” that were shot in the true homes of Gen Z teens in Austin, Texas. Directed by Vincent Haycock, the movies feature music by pop artist Dev Hynes.
- With the hassle, the Meta-owned platform wants to point out how it could actually help foster connection and inventive expression for Gen Z users who’ve moved away from the app and toward TikTok in the previous couple of years.
The “Instagram Connections” brand campaign shows the Meta platform making a pitch to and about Gen Z using content that resembles short movies greater than traditional ads. The effort is grounded in a way of realism and authenticity that’s in line with the cohort’s preferences and attitudes.
Both shorts document the ups and downs and FOMO of sweet sixteen lifestyles in the varieties of moments which can be steadily captured on Instagram. “Small Fries” revolves around a budding relationship that begins with a meet-cute at a quick food joint, while “Send Off” follows three friends who plan a snail-themed party as a fourth prepares to maneuver away.
The movies show how Instagram is a component of the characters’ lives, using emoji effects, message overlays and an progressive reverse-angle shot that emulates the smartphone screen’s point-of-view. The taglines — “Some big things start small” and “Where the little moments come together” — key into insights about using the platform as a part of on a regular basis acts of creative expression.
The Gen Z focus of “Instagram Connections” comes because the platform has lost ground over the previous couple of years as teens have flocked to TikTok. The embattled ByteDance app remained teens’ most favored social media platform, ahead of each Snap and Instagram, in response to Piper Sandler’s Spring 2023 Taking Stock with Teens survey.
However, Instagram stays a key a part of Meta’s toolbox, and the corporate’s revenue increased 11% year-over-year in the second quarter. The app has seen success with a TikTok lookalike feature called Reels and is tied to the recently launched — and fast-growing — Threads, Meta’s answer to the platform formerly referred to as Twitter.
Along with the short movies, the campaign includes video on over-the-top, full episode player and connected TV platforms, programmatic digital video and banners, social on TikTok, out-of-home, audio and podcasts, and on-platform ads.
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