How to Advertise on Instagram

Introduction to Instagram Ads

Instagram is one of the world’s leading social media platforms, boasting a vast and diverse user base. Understanding Instagram advertising is important for businesses aiming to connect with modern consumers and grow their brands.

What Is Instagram Advertising?

Instagram advertising refers to the process of creating and publishing promotional content on the Instagram platform. Advertisers use it to reach a targeted audience by crafting tailored messages, utilizing captivating visuals, and placing these ads in various sections of the platform.

• Feed Ads: These are the ads that appear as you scroll through your home feed. They can be in the form of a single image, video, or carousel (a series of images or videos).
• Stories Ads: Full-screen ads that appear between users’ Stories. They can be a single photo or a short video.
• Explore Ads: These ads are found when a user is browsing the Explore section, a place where users discover new content tailored to their interests.
• IGTV Ads: These are ads that play during IGTV (Instagram’s long-form video platform) content. IGTV ads allow for longer video content, giving brands more time to engage with their audience.
• Reels Ads: Full-screen ads within the Reels tab, leveraging the platform’s short-form video content. They can be immersive and engaging, playing between user-generated Reels.
• Carousel Ads: These allow users to swipe through a series of images or videos, with a call-to-action (CTA) button leading them to a specific site or landing page.
• Collection Ads: These are a type of shopping ad that showcases a collection of products and allows users to purchase directly from the ad.
• Video Ads: Ranging from short clips to 60-second videos, they play in between user content on the feed or Stories.
• Shopping Ads: For businesses that have set up Instagram Shopping, these ads allow users to shop for products directly from the ad.

Expanding your advertising strategy to include multiple ad formats can provide more touchpoints for engaging with your target audience.

Why Advertise on Instagram?

Advertising on Instagram is vital for several reasons:

• Huge User Base: With over two billion monthly active users, Instagram provides a vast audience.
• High Engagement Rates: Instagram boasts some of the highest engagement rates among social platforms.
• Visual Nature: Its image-centric platform makes it ideal for brands that want to showcase their products visually.
• Targeting Capabilities: Through its integration with Facebook, advertisers can target specific demographics, behaviors, and interests.
• Diverse Ad Formats: From stories to carousel ads, there’s an ad format suitable for every marketing goal.

Benefits of Instagram Advertising

Instagram advertising offers numerous advantages for businesses and brands:

• Brand Awareness: Introduce your brand to a wider audience and stay top-of-mind.
• Increased Sales: Direct users to shop through shoppable posts or the link in your bio.
• Audience Engagement: Foster a deeper connection with your followers through interactive content.
• Detailed Analytics: Track your ad’s performance with insights on reach, engagement, and conversion.
• Cost-Effective: Set your budget and bid strategy to control spending.

Example: 

Imagine a local clothing store named “Urban Trends” looking to expand its reach. It decides to use Instagram advertising. 

It creates a carousel ad showcasing the latest collection and target it towards women aged 18-35 within a 50-mile radius. 

After a week, its website traffic increases by 150%, with a 20% conversion rate on sales directly from the ad. 

Encouraged by the results, it decides to allocate a more significant portion of its marketing budget to Instagram.

Getting Started With Instagram Ads

To embark on your journey with Instagram advertising, it’s essential to have a solid foundation. This begins with converting your account into a business profile on Instagram and establishing a connection with Facebook Ads Manager — since Instagram’s advertising functionalities are intertwined with Facebook’s ecosystem.

Create a Business Account on Instagram

Upgrading to a business account gives you access to valuable insights, increased contact options, and the ability to advertise.

1. Open Instagram: Log in to your existing account.
2. Go to Settings: Click on the three lines (hamburger menu) in the upper right corner, then opt for “Settings.”
3. Switch to Business: Proceed to “Account” and then select “Switch to Professional Account.”
4. Select “Business”: Between “Creator” and “Business,” choose “Business.”
5. Review Info: Update or confirm your business details and contact information.
6. Complete Setup: Follow any remaining on-screen instructions.

Example: 

Jane, crafting unique jewelry, initially uses Instagram to display her creations. Seeing its sales potential, she transitions to a business account, unlocking insights about her followers and the ability to run promotional campaigns.

Tips:

• Familiarize yourself with business account features to maximize its benefits.
• Ensure your profile, including the bio and contact details, is professional and accurately reflects your brand.

Connect Your Instagram Account to Facebook Ads Manager

To exploit the full potential of Instagram advertising, establish a link with Facebook’s advertising platform.

1. Access Facebook Ads Manager: Sign in to your Facebook profile and navigate to “Ads Manager.”
2. Head to Settings: Click the hamburger menu (three lines) on the upper left, then choose “Business Settings.”
3. Integrate Instagram: On the left panel, pick “Instagram Accounts” and then hit the “+ Add” button.
4. Authenticate on Instagram: Input your Instagram credentials.
5. Permit Connection: Approve all required permissions to merge the accounts.
6. Assign Ad Accounts: Specify which Facebook Ad accounts can access the Instagram profile.

Example: 

Lisa, having launched a boutique, wishes to promote her summer lineup. By integrating her business-centric Instagram with the Facebook Ads Manager, she crafts a campaign reaching both Instagram and Facebook users.

Tips:

• Periodically review and manage account access to maintain security.
• Employ two-factor authentication and routinely update passwords for enhanced protection.

Creating Instagram Ads

Crafting a compelling Instagram ad involves a blend of clarity in your marketing objectives and creativity in your presentation. Below, we break down the steps to help you seamlessly create an impactful ad on Instagram.

Choose Your Ad Objective

Every ad has a purpose, be it brand awareness, website visits, or conversions. Determining this objective is crucial as it sets the direction for your entire campaign.

1. Access Facebook Ads Manager: Since Instagram ads are managed through Facebook, begin by logging in to your Facebook Ads Manager.
2. Create a New Campaign: Click on the “+ Create” option.
3. Pick an Objective: Facebook provides various objectives like “Brand Awareness,” “Reach,” “Traffic,” and “Conversions.” Choose one that aligns with your campaign goal.

Example: 

Mark, who owns a fitness app, wants to increase its downloads. He chooses “App Installs” as his ad objective to drive users directly to the app store.

Tips:

• Always align your ad objective with your broader marketing goals.
• Periodically revisit your objectives, especially if your business goals evolve.

Select Your Ad Format

Instagram offers diverse ad formats, such as Stories, Feed, Carousel, and more. Your choice should resonate with your content and objective.

1. Head to Ad Set Level: After choosing the objective, you’ll be at the “Ad Set” level in Ads Manager.
2. Choose a Placement: Opt for “Automatic Placements” or “Edit Placements” and then pick the desired Instagram ad format.

Example: 

Sophia, a fashion blogger, has multiple images of an outfit. She chooses the Carousel format to showcase different angles and details in a single ad.

Tips:

• Think about user experience; choose formats that are engaging without being disruptive.
• Test different formats over time to understand what resonates best with your audience.

Design Your Ad

A captivating design is essential to grab attention amidst the bustling Instagram feed.

1. Proceed to Ad Level: After placements, navigate to the “Ad” level in Ads Manager.
2. Upload Media: Depending on your format, upload images or videos.
3. Craft a Message: Write a compelling caption and choose a CTA button.

Example: 

An online bookstore promotes a summer sale with a vibrant image of beach reads and a caption about relaxation. It uses the “Shop Now” CTA.

Tips:

• Ensure visuals and copy align with both your brand voice and ad objective.
• Use high-resolution images and avoid excessive text on visuals to ensure clarity.

Set Your Budget and Schedule

Allocating a budget and setting a schedule ensures your ad gets the desired visibility without overshooting resources.

1. Return to Ad Set Level: In Ads Manager, this is where you set your budget.
2. Define a Budget: Choose between a daily budget or a lifetime budget.
3. Schedule Your Ad: Decide on the start and end dates for your campaign.

Example: 

A local café promoting a weekend brunch sets a lifetime budget and schedules the ad to run from Wednesday to Saturday to capture potential weekend diners.

Tips:

• Start with a modest budget, analyze performance, and adjust accordingly.
• Be mindful of peak times and days when your audience is most active.

Targeting Your Instagram Ads

Effective targeting is the backbone of a successful ad campaign. By narrowing down your audience based on specific criteria, you ensure that your message reaches those most likely to engage and convert. Let’s look at the different targeting options available on Instagram:

Demographic Targeting

By zeroing in on specific demographic attributes like age, gender, or location, you can ensure your ad reaches the most relevant audience.

1. Access Ad Set Level: Within Facebook Ads Manager, navigate to your chosen campaign and then to the “Ad Set” level.
2. Set Demographics: Under the “Audience” section, select the desired age range, gender, and location.

Example: 

A women’s fashion brand launching winter coats targets females aged 20-35 living in colder regions.

Tips:

• Ensure your product or service aligns with the chosen demographics.
• Combine demographic targeting with other criteria for more refined results.

Interest Targeting

Interest targeting enables you to reach individuals based on their hobbies, passions, or the pages and content they engage with on Instagram and Facebook.

1. Stay on Ad Set Level: Continue in the “Ad Set” section of your campaign.
2. Choose Interests: Scroll down to the “Detailed Targeting” section and start typing in interests. A list will pop up, allowing you to select relevant ones.

Example: 

A company selling hiking gear might target users interested in outdoor activities, trekking, national parks, and adventure travel.

Tips:

• Think broadly but also remember your niche; sometimes, more specific interests yield higher engagement.
• Regularly update interest targeting based on campaign performance data.

Behavioral Targeting

This allows you to target users based on their actions or habits, both online and offline, such as purchase behavior, device usage, or travel habits.

1. Remain on Ad Set Level: Within the campaign’s “Ad Set” section, proceed as you did for interests.
2. Select Behaviors: In the “Detailed Targeting” box, type relevant behaviors and choose from the suggested options.

Example: 

A travel agency offering deals on summer cruises might target individuals who have recently researched holiday destinations or made travel-related purchases.

Tips:

• Behavioral data can be potent; use it to tap into recent desires or needs of users.
• Always ensure your ad content aligns with the behavior you’re targeting. For instance, if targeting recent tech purchasers, your ad should be tech-relevant.

Measuring the Results of Your Instagram Ads

For any advertising campaign to be successful, it’s vital to track and measure results. This not only helps validate the efforts but also provides insights for future campaigns. Instagram offers tools and analytics platforms to gauge your ad performance.

Instagram Insights

Instagram’s built-in analytics tool provides essential metrics about your ad’s reach, engagement, and more, directly within the app.

1. Open Your Instagram App: Make sure you’re logged into your business account.
2. Tap the Hamburger Menu: Located at the top right corner.
3. Select “Insights”: This will open up a dashboard of your account’s analytics.
4. View Ad Metrics: Navigate to the “Content” tab and find your promoted posts to view specific ad metrics.

Example: 

A local bakery promoting its new dessert sees that its ad has reached 10,000 users and garnered 500 website visits through Instagram Insights.

Tips:

• Regularly monitor Insights to gauge how ads perform over time.
• Look beyond surface metrics; sometimes, a lower reach with higher engagement is more valuable.

Facebook Ads Manager

Being the primary platform for managing Instagram ads, Facebook Ads Manager offers a more comprehensive overview of your ad performance.

1. Log in to Facebook Ads Manager: Ensure it’s the account linked to your Instagram.
2. Navigate to the “Campaigns” Tab: Here you’ll see a list of all your ad campaigns.
3. Select Your Instagram Ad Campaign: This will show you detailed performance metrics.
4. Customize Columns: You can adjust which metrics to view based on your campaign objectives.

Example: 

A tech startup running a brand awareness campaign on Instagram uses Facebook Ads Manager and finds that its ad has a 70% video view completion rate, indicating strong audience engagement.

Tips:

• Diversify metrics based on your ad objective. For example, for conversion campaigns, closely track click-through rates and conversions.
• Set aside dedicated time intervals (weekly, bi-weekly) to review and analyze performance for actionable insights.

By effectively utilizing both Instagram Insights and Facebook Ads Manager, businesses can get a holistic view of their ad performance, helping them iterate and improve their strategies.

Tips for Creating Effective Instagram Ads

Crafting an impactful ad for Instagram goes beyond just design and messaging. It encompasses a deeper understanding of your audience, content optimization, and constant iteration. Below are some handpicked tips to ensure your Instagram ads not only stand out but also resonate with your audience.

Use High-Quality Visuals

Instagram is a visual platform. Ensuring your images or videos are of high quality can make the difference between scrolling past or stopping to engage.

1. Choose Clear, High-Resolution Images: Blurry or pixelated visuals can deter users and hurt the brand image.
2. Opt for Bright and Appealing Colors: These often catch the eye faster in a busy feed.
3. Stay Consistent with Branding: Using consistent filters or colors helps in brand recall.

Example: 

A jewelry brand uses a high-resolution image of its latest necklace against a contrasting background, making the intricate details pop out. This leads to higher user engagement.

Tips:

• Consider investing in a professional photographer or graphic designer for ad creatives.
• Avoid overcrowding the image with text or complex visuals.

Write Engaging Ad Copy

While visuals attract, the copy can compel users to act. An engaging copy can effectively convey your message and persuade users.

1. Keep It Concise: Instagram users often prefer shorter, catchy phrases.
2. Include a Strong Call-to-Action: Direct users on what you want them to do next.
3. Resonate with the Audience: Use language and tone that speaks to your target demographic.

Example: 

A fitness app uses the copy, “Get fit in just 20 minutes a day! Tap to start your journey.” This speaks directly to users looking for efficient workouts.

Tips:

• Always proofread. A minor typo can divert attention from your message.
• Use emojis judiciously; they can add a playful tone but should fit the context.

Target Your Ads Carefully

Precise targeting ensures your ad reaches those most likely to engage and convert, maximizing your return on investment.

1. Understand Your Audience: Dive deep into their interests, behaviors, and demographics.
2. Refine Targeting Options: Use Instagram’s vast targeting options, from location to behaviors.
3. Regularly Review & Adjust: As you gain more insights, adjust your targeting for better results.

Example: 

A children’s book publisher targets parents aged 25-40, living in urban areas and showing interest in early education.

Tips:

• Use A/B test targeting criteria to identify the most responsive audience segments.
• Avoid being too narrow; this might limit the potential reach of your ad.

Test Different Ad Formats and Objectives

Instagram offers a variety of ad formats. Experimenting can help you understand what resonates best with your audience.

1. Rotate Ad Formats: If you’ve only tried feed ads, explore Stories or Carousel ads next.
2. Align Format With Objective: For instance, use video ads for brand awareness and shoppable ads for sales.
3. Analyze & Iterate: After testing, double down on what works best.

Example: 

A cosmetic brand initially uses image feed ads but later tries a Carousel ad showing multiple products in use. It finds the Carousel ad drives more product clicks.

Tips:

• Don’t be afraid to try newer ad formats that Instagram introduces.
• While experimentation is good, always ensure your chosen format aligns with your campaign’s main objective.

With these tips, advertisers can create Instagram ads that not only capture attention but also drive desired actions.

Advanced Instagram Advertising Topics

As advertisers become more familiar with the basics of Instagram advertising, delving into advanced topics can help tap into newer audiences and achieve diverse objectives. 

Here’s a deep dive into some advanced Instagram ad types and how to utilize them effectively:

Instagram Shopping Ads

Transform your feed into a digital storefront with Instagram Shopping ads, letting users shop directly from your posts.

1. Set Up Instagram Shopping: Ensure your business account is approved for shopping and has a connected product catalog.
2. Tag Products in Posts: Highlight specific products in your posts.
3. Promote: Turn these posts into ads through Ads Manager for wider reach.

Example: 

A fashion brand tags its latest summer collection in a post. When promoted, users can tap on the price tags, leading them directly to the purchase page.

Tips:

• Use clear images where product details are visible.
• Offer limited-time promotions or discounts to encourage immediate action.

Instagram Stories Ads

Leverage the full-screen immersive experience of Stories to engage users.

1. Design for Vertical: Ensure your content is optimized for the vertical format.
2. Add Engaging Elements: Use polls, sliders, or interactive stickers.
3. Include a Clear CTA: Swipe-up links or buttons guide users to take action.

Example: 

A new cafe in town showcases a behind-the-scenes look into its kitchen through a Stories ad, enticing viewers with the delicious dishes.

Tips:

• Keep it brief; Stories ads are transient.
• Use engaging visuals or GIFs to stand out.

Instagram Reels Ads

Tap into Instagram’s short-form video platform with Reels ads, bringing engaging, snackable content to your audience.

1. Craft Short & Engaging Clips: Keep content under 30 seconds and attention-grabbing.
2. Use Music & Effects: Make use of Instagram’s library to add flair.
3. Promote: Boost top-performing Reels as ads for increased visibility.

Example: 

A fitness brand creates a quick Reels tutorial showcasing a 15-second workout move, generating immediate interest.

Tips:

• Stay authentic; Reels thrive on genuine content.
• Encourage user-generated content or challenges.

Instagram Direct Ads

Engage users directly in their inbox, facilitating one-on-one conversations and deeper connections.

1. Craft a Personalized Message: Make your message feel individualized.
2. Include Interactive Elements: Use polls or questions to stimulate response.
3. Drive Actions: Offer exclusive deals or information available only through Instagram Direct.

Example: 

A skincare brand sends Direct ads offering personalized skincare consultations, making users feel special.

Tips:

• Ensure your message doesn’t feel spammy.
• Use Direct ads judiciously, reserving them for special promotions or engagements.

Instagram Carousel Ads

Showcase a series of images or videos in a single ad, allowing users to swipe through.

1. Sequence Your Content: Create a storytelling arc or showcase multiple products.
2. Maintain Visual Consistency: Ensure a cohesive look across all slides.
3. End With a CTA: The final slide can have a strong call-to-action, driving users to a desired outcome.

Example: 

A travel agency uses Instagram Carousel ads to show different destinations, ending with a slide promoting a special travel deal.

Tips:

• Test different orders of slides to see which sequence performs best.
• Use the Carousel to highlight the different benefits of a single product or service.

Instagram Video Ads

Capture attention with moving visuals, ranging from short clips to 60-second Stories.

1. Keep Content Engaging: Start with an attention-grabbing scene.
2. Optimize for Sound Off: Use captions or on-screen text.
3. Include a Clear Message & CTA: Ensure users know what action to take next.

Example: 

A tech brand launches a video ad showcasing the sleek design and unique features of its latest gadget, ending with a “Shop Now” CTA.

Tips:

• Monitor video view duration to measure engagement.
• Test different video lengths to find the sweet spot for your audience.

Diving into these advanced ad types can significantly amplify a brand’s reach and engagement on Instagram, offering varied avenues to connect with audiences.

Tools and Resources for Advertising on Instagram

While the direct focus of your Instagram advertising journey is to create captivating ads, the broader spectrum of social media marketing offers resources that can indirectly boost your Instagram ad strategy. 

Here are some tools and resources that can complement your efforts on Instagram:

• Best Social Media Management Tools: Efficiently managing multiple social media profiles can give you insights and practices that can be leveraged on Instagram. There are diverse tools out there that might have features to streamline your Instagram advertising process.
• Best Social Media Content Distribution Software: A successful ad is only as good as its distribution. Discover platforms that can help distribute content across different social channels, possibly amplifying your Instagram ad’s reach.
• Best AI Tools for Social Media Management: Automation and AI can be game-changers. Delve into AI solutions that could offer insights, optimizations, or automations beneficial for your Instagram ad campaigns.
• Arrow.AI Review: Read about Arrow.AI, a tool in the social media realm. Determine if its features can support or enhance your Instagram advertising endeavors.
• Best Social Media Analytics Tools Reviewed: Measuring success is paramount. Explore analytics tools that might give you a deeper understanding of your ad performance, even if it’s beyond just Instagram.

Engaging with these tools can provide insights and techniques that can be repurposed or integrated into your Instagram strategy. Always remember to assess each tool’s relevance to your specific needs before integrating them into your workflow.