If you've been posting engaging content on a regular basis and have built a base of loyal followers, the time has come to start thinking about advertising on Instagram. The ability to advertise on Instagram is a unique opportunity for companies to interact with their buyer persona. Since Instagram ads are simply shown to users as additional posts in their feed, they are less noticeable and annoying compared to typical ads. They allow you to naturally encourage your target audience to find out more about your company and product.
Create an Instagram ad
You create an Instagram ad in a very similar way to a Facebook ad because Instagram ads are created with the Facebook ad manager.
In the first step, either select the Instagram post whose performance you want to improve, or you can create a new ad with the Facebook ad manager. If this is the first ad you create with Facebook, you will be prompted to set up an ad account. Also, you need to connect your Instagram business profile to your Facebook page.
To assign an Instagram account to your Facebook page, go to Business Manager. Hover over the menu on the left and select the Instagram Accounts option. Then select the option to assign an Instagram account. Enter your account details and select “Next”.
Select a campaign goal and give the campaign a name. Note that only a few of the destinations that can be selected on Facebook have the Instagram Ads option available. These include the following goals:
- Brand awareness
- Range
- traffic
- App installations
- Interactions
- Video views
- Conversions
After you have decided on a marketing goal, you need to name the ad group
If you selected the “Traffic” destination, you will be prompted to enter a traffic destination. Here you have the choice between a website and an app.
The next step is to define the target group for your ad by specifying the desired demographic and psychographic data. These include age, gender, location, language, workplace, financial status, behavioral patterns, and connections. If you have already saved user-defined target groups, you can also choose from these here.
After you have defined your target group, select the “Edit placements” option in the “Placements” section and “Instagram” as the platform. Attention! If you forget this step, your ad will only appear on Facebook. If you only want your ad to appear on Instagram, make sure none of the other platforms are selected.
The next step is to set your budget and how long you want your ad to appear. Here you can choose between “daily budget” and “runtime budget” and define the start and end date of your campaign. If you don't specify a start and end date or a budget, your ad will run permanently and the daily budget you selected applies. The “Show advanced options” drop-down menu gives you access to additional budget and schedule settings. For example, you can specify here that the display is only activated at certain times of the day. In addition, you will get results faster if you select the "Accelerated" option. This option is particularly recommended for advertisements for events that take place soon.
Next, select the content of your ad. Here you can opt for an existing post to improve its results, or you can upload a new photo with a caption to use as an advertisement. You have the following options for advertisements on Instagram: "Single picture", "Single video", "Carousel" or you can place a sponsored story ad as part of your Instagram stories. For the best result, Facebook recommends the following formats: For square ads, you should select the image size 600 × 600 pixels, for ads in landscape format 600 × 315 pixels, and for ads in portrait format 600 × 750 pixels. In addition, Facebook advises keeping the text of photo and video thumbnails short.
Once your ad has been uploaded, you can complete the job and start your first Instagram campaign.
Adequate budget for Instagram ads
How much you should spend on an ad on Instagram depends on the goal of your campaign. For example, if you want to acquire more leads, you should consider how high the costs per lead are and how these are in relation to the costs on other channels or to your Customer Lifetime Value (LTV). This is different in every company and in every industry. The same goes for other goals like increasing website clicks and sales. Regardless of your goal, you should always keep an eye on the performance of your Instagram ads and take advantage of every opportunity for improvement so that you get the most out of your budget.
Conclusion
With 700 million monthly active users, there's no doubt about Instagram's reach and influence. What was once a very simple app for sharing photos now offers an attractive user experience, including the opportunity to get a comprehensive picture of a company and its brand identity.
Always keep in mind that Instagram users value high-quality content. Post photos and videos that will provide interesting information to your target audience and showcase your brand in new, unique ways. Optimize your content with entertaining captions that encourage interaction.
The idea of creating and maintaining a platform on which you present your brand primarily with visual content may seem a little intimidating at first. But don't let that put you off - thanks to Instagram, this is child's play and fun too. Find your optimal Instagram marketing strategy! Just follow our tips and get inspiration from other companies.
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