Some of you might have noticed that recently Instagram allowed its users to advertise. It is great opportunity for businesses that are present in social media, as Insta has over 400 million users, and therefore become one of the world’s biggest mobile advertising platforms.
Here are a few things you should know if you are interested in advertising on Instagram:
1.You can create ads by Facebook Power Editor tool or through Instagram’s Ads API partners, eg. Hootsuite.
In Power Editor you can create ad for Instagram even if you don’t have account there, however:
– ad on Instagram will show your Facebook’s fanpage name and profile photo as your Insta user name, but it’ll be grayed out and won’t be clickable,
– you have no option to answer for comments on your ad.
2. There are three types of ads you can create: Image Ads, Video Ads and Carousel Ads.
Image Ads can have 1:1 or 1.9:1 (landscape) image ratio. The caption length is up to 300 characters, however 125 characters are recommended.
There is also Call-to-action button so you can drive traffic directly to your website, not only IG account. You can choose between: Book Now, Contact Us, Download, Learn More, Shop Now, Sign Up and Watch More.
Video Ads also can have square or landscape format, and can last up to 30 seconds! I believe it is great option. I felt like in 15 seconds you can’t say/show too much, but 30 seconds are decent.
Carousel Ads are like Image Ads, but you can have several photos and swipe to see them.
3. As Instagram is Facebook-owned company it has the same targeting options – meaning very specific!
You can target by age, gender, localization, interests or even create your own Custom Audience. Custom Audience is list of people you already know, for example your clients. Facebook matches list of your customers emails with IG accounts and makes your audience. Then you can also make audience that is similar to your clients.
I would also like to show you example of Instagram ad by Maybelline and their results. Maybelline wanted to “raise the profile of eyebrow cosmetics in Australia, increase brand awareness, message association and product sales.”
As Aurelie de Cremiers, Marketing Director of Maybelline New York, said “Women are already using Instagram for beauty advice and inspiration, especially when it comes to new looks and trends. As a visual and creative platform, Instagram allows us to engage authentically with our customers while also profiling our products. It’s a great match for us.”
What were the results? Check it out.
“By inspiring women to consider eyebrows as part of their daily makeup routine, the campaign drove a 16-point lift in brand awareness of Maybelline Brow Drama, a lift in message association and as part of the brand’s overall media mix, achieved a 2.4x uplift on Maybelline Brow product sales.”
What do you think about advertising on Instagram? Would you give it a try for your business? Maybe you have already tried it?
I will definitely try it for my future business purposes, as Instagram has 400 million highly engaged users (this number is constantly growing), and mobile marketing is one of the most important marketing channels.
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