A Small Business Guide to Advertising on Instagram

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Instagram is one of the most popular social networks in the World and ads on the platform have the potential to reach an audience of millions. If your objective is to market your business or build a brand on Instagram, you automatically have a number of advantages and a variety of roads to travel to achieve your goals. Regardless of the size of your budget, Instagram ads offer your business an easy and finely targeted way to work toward your marketing objectives.

In a sense, Instagram has become a stronghold on its own, bolstering 2 million monthly advertisers and over 25 million business accounts. The platform has become a mainstay for Influencers, photographers and puppy connoiseurs alike. 44% of Instagram’s active users utilize the platform for search and discovery of top brands. With that being said, content and visuals DO matter. 53% of Instagram users follow their favorite brands on the platform. Given the exposure, small businesses have a platform to express their creativity and establish a voice locally and globally.

 


WHY USE INSTAGRAM ADS?

 

Instagram is hugely popular around the World, and its users have high engagement rates with businesses.

  • Over 200 million users visit at least one business a day.
  • 80% of Instagram users follow a business.
  • 72% of users have bought products influenced by Instagram.
  • 65% of the best performing posts contain products.

 


THE 7 TYPES OF INSTAGRAM ADS

 

There are variety of different ad types you can use in Instagram to help you achieve your specific objectives.


SINGLE IMAGE

One simple image in a landscape or square format.

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PRO TIP: Avoid using stock or standalone product imagery straight from a catalogue.

 


SINGLE VIDEO

An ad as a video or gif which can contain text and links.

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PRO TIP: To get users to follow through, select “Add a website URL” to add a Call To Action button that directs to your site.

 


CAROUSEL

Ads that have two or more images or videos that users can scroll through.

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PRO TIP: Carousel ads can be used to give customers a step-by-step guide on how to use your product.

 


SLIDE SHOW

Looping ads that scroll automatically and can have up to 10 images and music.

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PRO TIP: In Ads Manager use Detailed targeting to show slideshows to those with older devices or Locations for areas where mobile internet connections are slow.

 


COLLECTION

A browsable combination of image, slideshow or video.

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PRO TIP: You can add deep links to enable user tracking through third party application such as Iconosquare and Buzzsumo.

 


INSTANT EXPERIENCE

A mobile-only, post-click experience that brings a product or service to life.

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PRO TIP: Create a clear action path for user by giving simple steps and describing the results of actions, for example, “Tap the ball to make it bounce”.

 


INSTAGRAM STORIES ADS

Ads that appear in between users’ Instagram Stories, in the form of single images or single videos.

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PRO TIP: 60% of Instagram Stories are viewed with the sound on, so include music or voices to make the Story stick out.

 


UNDERSTANDING THE DIFFERENT CAMPAIGN OBJECTIVES

 

Ads Manager allows you to choose the focus you want for your ads so that they are targeted at the right people.

 


BRAND AWARENESS

Choose this objective to get seen by people who could be interested in your services or products but are unaware of your company.

Ad Formats Supported

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Stories Ads
  • Instant Experience Ads

 


REACH

Choose this objective to maximize the number of people who see your ads, focusing on location rather than interest.

Ads Formats Supported

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Stories Ads
  • Instant Experiences Ads

 


TRAFFIC

Choose this objective to bring more visitors to your organization’s website or app store page.

Ads Format Supported

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Stories Ads

 


APP INSTALLS

Choose this objective to get more people to download and install your app.

Ad Formats Supported

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Stories Ads

 


ENGAGEMENT

Choose this objective to promote offers and further interaction with your account and previous posts.

Ad Formats Supported

  • Image Ads
  • Video Ads
  • Instant Experience Ads
  • Slideshow Ads

 


VIDEO VIEWS

Choose this objective to increase awareness of your videos and get more people to watch them.

  • Instant Experience Ads
  • Video Ads
  • Carousel Ads
  •  Slideshow Ads
  • Stories Ads

 


CONVERSIONS

Choose this objective to get people to take specific actions on your app or website.

Ad Formats Supported

  • Instant Experience Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Collection Ads

 


LEAD GENERATION

Choose this objective to improve marketing possibilities by collecting information from potential customers, such as email addresses or account follows.

Ad Formats Supported

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Slideshow Ads
  • Collection Ads

 


HOW TO CREATE INSTAGRAM ADS WITH FACEBOOK ADS MANAGER

 

Follow these steps to create and customize the ads you want for Instagram.

 

STEP 1

On your Facebook home page, click Create, then choose Ad from the dropdown menu to enter Facebook Ads Manager.

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STEP 2

Click the Create Ad button and choose Guided Creation.

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STEP 3

Choose an Objective for your ad.

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PRO TIP: Each objective will have different options so take the time to explore them to find what’s right for your needs.

 

STEP 4

Choose a Campaign name, then click Set up ad account.

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STEP 5

Ensure your details are correct and click Continue.

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STEP 6

Choose the audience your ad will be aimed at.

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PRO TIP: Choose Browse in Detailed Targeting to explore a range of metrics to specify who you want your ad shown to.

 

STEP 7

Under Placements, choose Edit placements and then check the Instagram box.

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PRO TIP: You can also run the same ads on Facebook and Facebook Messenger simultaneously.

 

STEP 8

Set the budget and schedule for your ads and click Continue.

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PRO TIP: Select Lifetime budget to set a limit on how much can be spent on the campaign.

 

STEP 9

Select the Facebook and Instagram accounts to link to the campaign.

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STEP 10

Pick the Format for the ad to be in.

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STEP 11

Choose the images or media you want to include in your ad, as well as the headline and any text.

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STEP 12

Click Confirm to enter your payment information and launch your campaign.


 

THE ANATOMY OF A SUCCESSFUL INSTAGRAM AD

 

Create ads like a pro following these simple tips.

  1. Use high quality visuals that will stand out. Don’t rely on text to convey your message, visuals alone should make it clear what the ad is about.
  2. Keep text to a minimum. Use as few words as possible and never at the top of the image.
  3. Use the CTA button. Prompt your audience to follow through with an action.
  4. Use the right dimensions. 94% of users view their phone vertically so don’t shoot horizontal videos or images.
  5. Effective hashtag usage. Research the most common hashtags in your field and add them to each post.
  6. Include subtle branding. Place your product naturally in the image.
  7. Short and to the point captions. Use short sentences or key facts in the image caption rather than trying to explain things.

 


 

HOW TO MAKE YOUR AD STAND OUT

 

Be strategic to maximize the effectiveness of your ad.


Choose The Best Day And Time To Post

  • User engagement is highest at: Wed – 3pm, Thu – 5am/11am/3-4pm, Fri – 5am

Create Your Own Branded Hashtag To Tie A Campaign Together

  • 70% of hashtags are branded, they provide continuity and make it easy to see its popularity.

Test Different Visuals On Your Audience

  • The statistics you can find on Instagram Insights allow you to hone your ad to what your audience likes best.

Include User-Generated Content

  • People trust people, especially those they know, so include feedback, testomonials or images from your brand community.

Instagram ads are an effective and cheap way to connect with a wider audience. Use our guide to help you create ads that can make a difference for your business.

 

Sources | Infographic

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