In addition to building a strong Instagram profile and engaging followers through regular posts, brands can reach audiences through Instagram ads. And why not? With 800 million monthly active users, 60 percent of whom are under 30, Instagram is a massive platform for connecting with audiences and building your brand. Plus, eMarketer estimates that Instagram will bring in $6.84 billion in global mobile ad revenue in 2018—a rapidly increasing chunk of parent company Facebook’s global ad revenues.
More than two million companies use Instagram ads to reach audiences, engage followers, and promote their products. If your company is ready to join them and start advertising on Instagram, read on for everything you need to know.
Types of Instagram ads
Instagram offers five ad formats: photos, videos, carousels, canvas Story ads, and Story ads. All are seamlessly incorporated into Feeds and Stories for a smooth user experience.
Ads are also integrated with Facebook Ad Manager, so you can take advantage of Facebook’s wealth of user information for targeting your audience with laser precision.
Best practices for Instagram ads
Now you’ve got all the technical skills necessary to create an Instagram ad. But great ads are an art, not a science. Here are some things to keep in mind as you create your masterpiece:
Know your audience
Don’t forget who you’re trying to reach as soon as you set your audience filters! Your customers are more than a set of demographics and interests. You’ve learned how to reach the right people, so once you have their attention, don’t miss the opportunity to make the most of it.
Use text wisely
An image is worth a thousand words—and that’s a good thing, because you can’t use that much text in your Instagram ads. Use your caption character count (2,200 for most posts) wisely, and keep your audience personas in mind.
We’ve all been guilty of occasionally treating hashtags like an afterthought, but don’t underestimate their power! Adding hashtags to an Instagram post boost engagement by 12.6%
Create an experience
Did you know 60 percent of the top brands use the same filter for every post. That’s because consistency helps to reinforce your brand image. Each element of your ad should represent who you are as a company. The visuals, message, and tone are all important.
Keep it fresh
It’s easy to get attached to a killer ad. It’s performing so well! It’s making so many friends! But ads, like that bag of salad mix in your fridge, are only good for so long.
Switch up your ads regularly—every week or two—to prevent your audience from tuning them out.
The other benefit of changing up your ads regularly, besides keeping your audience interested, is that you’ll learn which ads work best. Try out different captions, formats, and audiences. We’ve got plenty of ideas in our A/B testing, please contact us for more information at firstname.lastname@example.org