Instagram’s popularity has reached an all-time high. Since its launch in 2010, it was already on a trajectory towards success, but following Facebook’s acquisition of the platform, it appears to have received an extra boost.
eMarketer forecasts that Instagram is set to overtake other social platforms, such as Twitter, in terms of the number of businesses using it for advertising purposes by 2017, as more companies continue to adopt it each year.
Marketers are increasingly turning to Instagram as a top channel, possibly because visual content is more effective than other online marketing channels in captivating audiences. It’s unclear whether this trend is driven by the proliferation of mobile technology or the high adoption rates of smartphone and tablet apps among Millennials.
Marketers have achieved a great deal of success using the photo-sharing site, largely thanks to Instagram’s advertising division taking advantage of Facebook’s data-rich advertising algorithm. By combining the two advertising platforms, it becomes possible to target a multi-layered audience, from basic demographic information to users’ behavior and interests.
Even though this platform is potent, it does not assure triumph for all campaigns. Since audiences can be inconsistent, you must create ads that surpass the conventional “purchase this immediately” method to differentiate yourself from rivals and attract potential clients.
1. Use Instagram’s new zoom feature
The Instagram service has introduced a new update that enables you to carry out a more focused marketing approach for your Instagram ads.
The implementation of a new zoom feature on Instagram has been a response to numerous user requests to allow zooming in on both photographs and videos by pinching the screen.
Soon after, brands began to explore the zoom feature and some innovative businesses even experimented with slow-motion techniques and novel filters, while also leveraging storytelling to promote their products on their Instagram profiles.
With every new feature, brands have the chance to showcase their creativity and stand out from the crowd of bland and overly promotional ads produced by their rivals. By incorporating a hidden surprise within their photos, businesses can use the zoom feature to enhance user engagement on their Instagram adverts.
By presenting somewhat engaging content, you can attract their interest and prompt them to stop scrolling whenever they see one of your photos in their feed.
2. Promote your best content
Companies usually follow a meticulous process of creating ad content by crafting ad copies and devising calls-to-action that can effectively reach their target audience. However, if you aim to boost the impact of your Instagram ads, it’s best not to adopt this standard approach.
Take advantage of the content you’ve already created that your followers enjoy. Review your organic posts to identify the pictures that generated the most interaction from your viewers. Transform those posts into advertisements to achieve a significant increase in engagement from a broader group of people.
This is what Paper Boat Drinks accomplished. Take a look at their authentic post on their Instagram profile:
The company observed satisfactory audience interaction with their initial post and thus opted to employ the same picture and caption in an Instagram advertisement. Following a 6-week promotional activity, the post garnered more than 26,000 likes, numerous comments, and a substantial boost in their brand exposure.
Creating a successful campaign is not guaranteed due to the multitude of factors involved in ad creation and targeting. Nevertheless, you can boost the chances of success by commencing with something that you already know your audience enjoys.
3. Improve your targeting
Utilizing the vast user data accessible through Facebook’s ad platform, Instagram enables you to effectively target your audience on the platform.
To effectively utilize the platform in promoting your brand, you must possess knowledge on how to utilize its various aspects. Aside from the typical targeting methods, there are supplementary functions that can aid in your targeting efforts.
The functionality of lookalike audiences enables you to generate a tailored audience for your advertisement that mirrors your current followers. This can aid in attracting fresh individuals who possess comparable interests, demographics, behaviors, and job experiences to your present audience.
Facebook’s pixel can be inserted on your website to monitor and observe visitor actions for remarketing purposes. Although it was primarily designed to track social conversions, it can also be utilized for advertising targeting.
It is possible to establish a personalized audience for Instagram ads that is restricted to individuals who have previously accessed your website. Further specifications such as solely focusing on those who abandoned their shopping carts or took a specific action can also be included.
Remarketing on Instagram may prove to be an effective solution for regaining customers lost, given that the abandonment rate for the average cart exceeds 68%.
Utilizing the innovative targeting options ensures that your advertisement is displayed to the most appropriate audience groups, ultimately leading to an enhancement in your click-through rates. By directing your campaign towards individuals with a higher likelihood of conversion and observing a rise in your click-through rates, you can effectively decrease your cost per click rate.
Devote more time to testing Instagram’s audience targeting functions, as these can significantly influence the effectiveness of your campaign.
4. Don’t make your ads look like ads
To increase your Instagram ad engagement and achieve more click-throughs, avoid making your ads appear too promotional.
If you want your audience to engage with your content, it’s better to make it look like organic posts instead of just promoting your products. It’s important to include real people in your visuals such as photos and videos since those that feature faces are more popular by 38% compared to other forms of content.
Strive to avoid your followers feeling that your primary intention is to market to them. Even though some followers may not be bothered by promotional efforts, it’s still crucial to prioritize generating an authentic experience. Therefore, exercise caution when planning your ads. Prior to launching a new Instagram advertisement, conceptualize natural, meaningful content that reflects the same concept as your ad.
When your advertisement is published, generate a few analogous natural posts. Establishing a concept for your marketing campaign will result in a seamless shift that incorporates comparable advertisements that are both paid and organic.
5. Construct a narrative with Instagram video ads
To ensure a higher conversion rate by the end of your Instagram video ads, create a captivating story that runs through all your discreet advertisements. This will keep your audience engaged throughout and guide them towards the desired action, whether it is watching your Stories or carousel post.
6. Add closed captions to your video content
Ensure that closed captions are included in your video content on this platform, as all videos will automatically play with the sound off when a user scrolls past. This way, users can read your videos and will be less likely to immediately disregard your post.
It’s crucial to keep in mind that there might be customers who have hearing difficulties, hence it’s necessary to make your content inclusive and accessible by incorporating closed captions into your Instagram video ads.
7. Always test different ad formats
You have numerous options when it comes to exploring Instagram Ads, with a range of formats available, including but not limited to:
- Story ads;
- Photo ads;
- Video ads;
- Collection ads;
- Carousel ads;
- IGTV ads;
- Explore ads, and;
- Instagram Shopping ads.
There is limitless potential on this comprehensive visual platform. If your brand is unfamiliar with it, it’s essential to test out different formats to determine the most effective approach for your company. Identify the one that suits your needs and objectives, taking into account campaign constraints.
8. The focus is on the visual
It is imperative that you prioritize the use of visuals in your advertisements for this social media platform.
Ensure that your visuals, be it a photo, video, story, or ad material, are distinctive enough to stand out among other posts on this platform. Emphasize this aspect to effectively inform your audience and present your brand in a fresh and innovative manner.
9. Make sure your ad copy complements your images
Suppose the spotlight is on the visual content, what steps can you take to enhance your ad copies? An effective technique for Instagram Ads is to ensure your ad copies align with the purpose of your image. For instance, if your goal is to encourage users to purchase a product, the copy should urge them to take that specific action.
When creating an advertisement, consider the perspective of your viewers and ask yourself: What emotions do I want to elicit in them? Do I aim to incentivize an immediate purchase or merely pique their interest? Ensure that your copy aligns with the visual elements in your ad to guide potential customers towards a conversion.
10. Keep a strong focal point with your chosen brand element
Make sure to highlight your chosen brand element in the content of your video advertisement, in addition to displaying your brand, product, or service within the first three seconds.
Ensure that your ads on this app have a consistent and prominent aspect that captures the attention of your target audience. This could be your merchandise, service, or logo, but always emphasize your distinctive selling proposition to boost the likelihood of conversion.
11. Write actionable captions
As previously mentioned, it is important to emphasize the following: make sure to write captions for your Instagram advertisements that prompt action. Including a clear call-to-action (CTA) in your posts will effectively capture the attention of viewers and increase conversions.
The CTA typically consists of brief and actionable phrasing that prospective buyers can use to address their requirements. The aim is to capture the interest of your audience and urge them to act promptly. To achieve your ad campaign goals, produce caption content that includes a CTA.
12. Get inspiration from other brands
To stay competitive in online marketing, examine your rivals’ advertisements and take inspiration from them. This will enable you to better comprehend what your shared target audience wants from your business as a whole.
Do not hesitate to seek inspiration from your competitors. Observe if they are utilizing user-generated content to connect with their audience or advertising discounts and special offers. You can remain updated on the latest digital trends by examining their Instagram Ads strategies.
13. Engage with your audience
Remember to connect with your audience to determine their changing demands and incorporate them into your campaign for another great source of inspiration.
On this visually rich platform, you have countless opportunities to captivate potential customers by persuading them to like, comment, save, or follow your brand account via Instagram Ads. Moreover, you can conduct surveys on your stories or pose questions to them to ensure their involvement.
14. Get better with every ad
The influence and reach of this platform cannot be ignored. It has attracted more than one billion active users this year and has provided interactive social experiences for you and your audience through various dynamic types of Instagram Ads.
Enhance your objectives for each advertisement. Utilize data obtained from previous campaigns to achieve better outcomes with new ads. Utilizing thorough resources, such as the one provided, will allow you to improve your advertising skills and attain fantastic results on this exceptional platform.
Side notes
Whether you are a newcomer to the digital world or an experienced advertising professional, implementing Instagram Ads best practices can guarantee your online marketing triumph. To sum up the comprehensive advertising guide, here are the 14 tips.
- Instagram advertising adds so much value to your online business. Don’t miss out on the marketing opportunities this platform has to offer your brand.
- The focus is on the visual for this platform. When making a campaign on this platform, focus on visuals while engaging customers with effective calls-to-action.
- With so many Instagram ad options available, never hesitate to think out of the box. Feel free to play around with the different formats this platform offers so that you can engage audiences in new, exciting, and conversion-focused ways.
