On a platform that has about 25 million brand profiles competing against one another, organic reach is undoubtedly a difficult feat to ace. Whatever your goals may be, you are not only competing against a large number of brands present on the platform, but also a user base of about 1 billion active monthly users.
Instagram announced that 3 main elements, namely Interest, Recency and Relationship, will determine what a user will see on their Instagram feed. As a result, relying on organic reach alone may not be sufficient for reaching your goals. You need to invest in Instagram Ads to ensure that your content is reaching your target audience.
Instagram Advertising is a sure shot way to reach your target audience, but compelling them to take the next step depends entirely on your Instagram Ads and Instagram promotion strategy. Instagram Ads comes in different formats such as stories, carousel, and videos.
There are multiple features and tools that Instagram Ads provide. You can use these tools to effectively use the Instagram Ads feature.
Here are a few tips on how to advertise on Instagram effectively:
#1: Testing and experimenting with Ads formats
Confused about which format to use for your next Ads campaign?
Why not just experiment and try using different formats? Instagram offers 4 different formats for showcasing your content and it is difficult to predict which format will bring the best results. You can try running Ads in different formats simultaneously, as well.
Simba, a London-based mattress company, followed a testing strategy for its Ad campaign on Instagram.It ran a series of video, photo and carousel ads on Instagram along with stories Ads to showcase the brand in an engaging way. Instead of running one-off campaigns, Simba leveraged all the formats to its benefit and was able to lower cost per purchase by 45% and cost per click by 31%.
#2: Grab Attention using popping and eye-catching textual content
When you are preparing the creative for your Ads, you must make sure to put eye-catching, snappy captions with your photos or videos. Since most people use Instagram through the mobile app, you wouldn’t want your audience to scroll through their feed without looking at your carefully crafted Ads.
To avoid this from happening, add captions with dynamic effects and fonts to your Instagram Ads. Sometimes, more than Call to action buttons, such descriptions can have a compelling effect on the user.
#3: Draw Inspiration From Your Organic Content
You can look at your organic content to design your Instagram Ads strategy. Find out content that drew most engagement or increased conversions through this platform. By doing so, you get an idea as to which type of content is more likely to draw the attention of your audience.
Use this as a model to craft content for your Ads and build your overall Instagram Ads strategy. Tried and tested content can help you reduce the risk involved in your Ads strategy.
#4: Add User-generated-content to your Ads
Instagram Ads featuring user-generated content can be very appealing. User generated content may feature product or brand reviews, for instance. When you use such content in your Instagram Ads, it associates an element of trust with your brand.
It is like a user is recommending your brand to others. You should definitely add such content to your Instagram advertising strategy to get the best results.
Take the example of Pura Vida bracelets. The brand uses carousel Ads with content sourced from user accounts. You can also look at Kate Somerville‘s Ads for inspiration. Their Ads featured different bloggers using their products and generated a click through rate 127 % higher than average.
You can also bring influencers to feature on your Instagram Ads.You can collaborate with influencers too and get them to conduct product reviews. Influencers have the power to affect the purchasing decisions of their audience.By partnering with an influencer, you can also draw the attention of their audience towards your brand.
#5: Add Call To Action Buttons
With Instagram Ads, you have the option of adding Call to Action buttons on your video and photo content as well as on stories. If you are going to put an Instagram stories’ Ad, you can use CTAs such as swipe up, click here and so on.
With video, carousel and photo Ad formats on Instagram, you can add CTAs like ‘Install now’, ‘Shop now’, ‘Learn more’ etc. Certain case studies point out that call to action buttons play an important role in driving conversions through Ads.
When Lancome launched a new fragrance, it ran a set of Instagram stories featuring Penelope Cruz. The stories were run with a small swipe up link, from where users could request for a sample of their new fragrance. By using the Instagram stories Ads along with other marketing efforts, Lancome saw a 4 time increase in their leads.
#6: Use Audience Targeting features optimally
With Instagram Ads, comes the audience targeting feature, that allows you to precisely target your audience. You can select the demographics, behaviour, interests and location to target your audience.
Create custom audiences and lookalike audiences using the Instagram Ads feature. Define your audience along these parameters to target the right set.
Nicobar is a case in point. It created a custom audience based on existing customers as well as look alike customers to reach a segment of potential customers. The carousel Ads campaign by Nicobar was able to get 5 times more return on Instagram Ad spend and reduced the cost per mille by 40 percent. By leveraging the targeting features, Nicobar was able to drive results in its favour.
#7: Add Instagram’s new shopping feature
You can now sell your products using this new Instagram shopping feature. You can add Instagram photo Ads with product tags or product stickers. The product tags and stickers provide product information and price to the users.
Each photo Ad can have no more than 5 products and each carousel Ad can have no more than 20 products. Product stickers can be added to products in your stories and no more than 1 product sticker can be added to your story.
With this new Instagram feature, you can take the user experience to the next level. Adding this feature to your Ads will help draw traffic to your website and boost lead generation.
Relying only on organic marketing tools on Instagram may not help you reach your goals. You can invest in Instagram Ads for targeted marketing to your audience on the platform.
For making the most of your Instagram Ads, you can follow these tips:
- Try different Ads formats, separately or simultaneously to find which one works the best for you
- Use popping and eye catching textual content to draw the attention of your audience
- Take inspiration from your organic content to create content that will get a good response from your audience
- Make user generated content a part of your Instagram Ads strategy and ask influencers from your niche to conduct brand/product reviews
- Add CTAs to direct audience to the desired landing page
- Leverage the targeting features to get the best results
- Use the new Instagram shopping feature for an enhanced user experience to your audience