The platform hosts more than 34 billion photos a day, making it one of the biggest social media communities for businesses to market to. Are you on it?
What Is Instagram Advertising?
Social media has become the go-to channel for modern businesses looking to engage their audience online. Instagram is the quickest growing social media platform, with a user base that has continued to grow at an exponential rate over the past few years.
With a significant number of users who are actively engaging with brands on the channel, Instagram Advertising is an effective alternative to the more traditional marketing strategies that consumers are becoming immune to. Instagram offers advertisers a wide range of marketing tools and ad types that can be tailored to target specific groups.
At Digital Squad, we’ve executed a number of effective Instagram Advertising campaigns. We can apply our in-depth knowledge and experience of the platform to develop a campaign for your business that engages your audience and generates sales.
Instagram Business Advertising
2022 Powerful Instagram Stats
Showcase Your Products
60% of Instagram users say that they discover new products on the platform
75% of Instagram users take action after being inspired by a post
Tell Your Story
200 million Instagram users actively visit business profiles every day
Reach Browsing Users
Instagram users spend on average 53 minutes a day on the Android Instagram app
Instagram has grown rapidly since its launch in 2013 and now has over 800 million users. Leverage the power of the platform, with help from the digital marketing specialists at Digital Squad.
Instagram Marketing Best Practices
Instagram Advertising is simply the practice of paying to post sponsored content on the platform with the aim of reaching a larger, more targeted audience. It is commonly used by advertisers who want to:
Instagram Advertising is particularly effective for advertisers who want to reach a younger audience, with its main demographic being between 18 and 29. However, a significant number of 30 to 49-year-olds are also regular users of the platform. Even if this is not the specific target market that you are aiming to engage, you can still use the platform for advertising as Instagram gives advertisers the ability to choose the target audience that they want to reach.
Targeting can be defined from gender to age, location, interests and behaviour. As Instagram is owned by Facebook, the platform applies the sophisticated targeting technology that has been developed by Facebook to ensure ads are shown to the most appropriate audience
What Instagram Advertising Can do for your Business
Let’s Talk Instagram Marketing & Advertising
Visual content is extremely important for engaging online users. As such, more and more businesses of all sizes are using it in their strategy. Instagram is the ideal platform for communicating with an audience in a visual way through sharing photos and short videos. Businesses using Instagram as part of their digital marketing campaign are seeing significant benefits from the channel.
Leave Your Instagram Advertising Campaign to Us
Your Instagram Marketing Agency
At Digital Squad, we have a team of digital experts with their own specialisations in a range of online channels. Applying our expertise, we offer a full range of digital services to our clients. We can run Instagram Advertising as a standalone campaign or as part of a wider digital strategy. We are a results-driven agency and know how to use Instagram to its full potential so that it generates results for our clients. The following is our typical approach to an Instagram Advertising campaign.
No digital campaign can succeed without a comprehensive understanding of the target audience. That’s why the first step for any Instagram campaign is to identify the buyer persona, or personas, to target. We do this through an in-depth consultation with our client. This can be with the business owner or marketing manager, where we will ask the questions that we need to in order to gain in-depth insight into the ideal audience for a campaign.
During our initial consultation, we not only identify who the target audience is, but we also work out what drives and motivates them to choose our client’s products or services over their competitors. This information informs the key messaging and creative that will resonate with the audience and move them through the buyer journey to conversion. We come up with several versions of creative so that we can test the most effective elements throughout the campaign and optimise it accordingly.
Based on the budget set by our client, we will predict the results that we are likely to expect. We ensure the budget is being used to its full potential as the campaign runs by tracking, analysing and optimising each element of the Instagram Advertising campaign. We guarantee transparency at every stage of the campaign so that our clients are aware of how and where their budget is being spent.
At Digital Squad, we know the importance of tracking campaigns effectively to ensure we know exactly what is working. As part of any Instagram Advertising campaign, we ensure comprehensive tracking is set up so that we not only know how the ads are performing on the platform but also how the users are interacting with the website once they click through from Instagram. By doing this, we have a deeper understanding of the campaign that we can apply when we are optimising it.
We are committed to meeting and exceeding our client’s campaign expectations. In order to ensure the campaign is performing as both parties expect it to, we provide a monthly Instagram and Google Analytics report that outlines key metrics such as impressions, clicks, cost per conversion, bounce rates and session times. All the data that we send is presented in a way that is easy to digest so that our clients can fully understand how the campaign is performing.
Instagram Advertising Enquiry
Instagram Advertising FAQs
Instagram ads are posts for which businesses can pay to serve to Instagram users.
Similar to Facebook, Instagram ads appear throughout the app, including in users’ feeds, Stories, Explore, and more.
They look similar to normal posts but always contain a “sponsored” label to indicate that they are an ad.
They also often have more features than a normal post, such as links, CTA buttons, and product catalogs.
The cost of Instagram ads is highly dependent on a variety of factors – there is no average or benchmark price.
Some cost factors include:
– Your targeting
– Competitiveness of your industry
– Time of year (costs often go up during holiday shopping periods in Q4 such as Black Friday)
– Placement (costs can differ between ads shown on Facebook vs Instagram)
The best way to evaluate your budget is to set up a draft campaign in Ads Manager and look for the Audience Definition and Estimated Daily Results modules, which will tell you if your budget settings will be sufficient to reach your desired audience within your desired duration
The best way to evaluate your budget is to set up a draft campaign in Ads Manager and look for the Audience Definition and Estimated Daily Results modules, which will tell you if your budget settings will be sufficient to reach your desired audience within your desired duration.
In order to control the costs of your Instagram ads, you can set either daily budgets or lifetime spending limits.
There are many different types of advertising formats on Instagram, including:
The wide range means that you can choose the best ad type that matches your specific business goal.
Each ad format has its own selection of call-to-action options.
Before you even think about making an ad, you want to make sure that you have a Facebook business profile, and an Instagram business profile.
Make sure they’re connected!
Already done this step? Great, then let’s create your ad!
You can build you ad from the ground up and decide all of the specific details such as audience and objective by using your ads manager, but if you already have some posts on your profile you can try promoting your post.
To promote your post, simply navigate to your Instagram profile, then click “Promotions” and choose a post you want people to see.
Then, you’ll be prompted to choose the timeline you want your ad to run, and the amount you want to spend.
After all of this, your ad will be reviewed, and you’ll get a notification in your Instagram account when the ad is approved and running.
The great thing about promoted posts is that people outside of your followers will see it.
Think about it, when you post on your account, only the people that follow you (or that stumble across your profile) will see it, which means not many new eyes will be discovering your brand.
How can you grow sales if only the same people are seeing your posts day-in and day-out?
With boosted posts and ads, people outside of your followers will be seeing it in their feeds, which means more and more unique eyes will be on your post, which means a much stronger possibility of growing sales for your company.
With promoted posts, you can also add extra extensions to the post which make it easier for the viewer to click straight to your website. If you add a link as an extension, a solid bar that says “Learn More” will appear under the image of the post and above the caption.
When people click it, they will be taken straight to your company’s website. Now that’s an easy way to get a conversion!
What would advertising be without analytics! To view your analytics in Instagram, simply click on “Promotions” from your Instagram profile, and click “Past Promotions,” then pick one of your past promoted posts.
Here, you’ll be able to see how much you spent, what the audience was that saw the post, the number of profile visits due to your post, the interactions, and the website visits. You’ll also be able to track how many people that weren’t following you saw the post and the impressions the post got.
If you want to look further into the analytics of your ad or boosted post, you can see the audience’s gender, age range, and location to determine if the audience was right for your post.
Were you happy with the results of your boosted post? If so, you can promote it again using the same audience and ad spend as before, or you can even try switching it up by changing the audience or ad spend.
Unfortunately, you won’t know until you try. Instagram ads are perfect for trial-and-error scenarios. Try making one of each type of ad and seeing how each one performs. Try boosting posts to different audiences and see which posts get the most engagement. You can even try using different budgets to see what the difference in engagement and impressions is like. Instagram ads give you the perfect opportunity to play around with formatting and ad style to find the best ad for your brand. You’ll never know if it works for you until you try it!
You have two options:
Daily budget: Set a maximum daily spend, useful for always-on ads
Lifetime budget: Set a maximum spend for your whole campaign, useful for ads with a clear end date
Under Ad Scheduling you can choose to run ads continuously (most common), or only at certain times of day (for example, if you’re a food delivery company and only want to run ads in the evening when your audience is most likely to place delivery orders).
As you adjust these options, you’ll see the Audience Definition and Estimated Daily Results modules in the right-hand column which will give you an idea of expected reach for your chosen budget. Try to choose settings so that your ad set falls in the middle of the green range.
There are two options:
Automatic Placements: Ads will be shown to your audience wherever they’re likely to perform best.
Manual Placements: You can choose specifically where your ad will appear (and not appear). If you want to limit your ads to show only on Instagram (not Facebook), you can choose this using Manual Placements.
While previewing placements, Ads Manager will display the technical requirements for each one.
The most important things to consider are where are my audience located, what are they already looking at online, when are they online and how do they like to be spoken to. Taking a good look at your Instagram analytics will help give you a good starting point.
Instagram analytics are only available if your account is set to a business profile.
Consider using look alike audiences to target demographics similar to your page followers, but who do not currently follow you or engage with your content.