Instagram advertising
By advertising on Instagram as part of your marketing, you can engage and inspire your target audience where they are. A large share of the population is on Instagram to see engaging content and be entertained. This gives your company the opportunity to reach them with content while they are in the right mindset.
Why should your company advertise on Instagram?
When you advertise on Instagram, just like on Facebook, you can narrow your target audience for your ads to reach exactly those who are interested in what you offer. Advertising on Instagram is widely used in the marketing mix for companies and is a smart way to communicate for B2C.
87% of users on Instagram say they take action after seeing a product on Instagram. In addition, Instagram is the channel where you can be most creative with your content. The channel makes it possible to reach your audience with both brand stories, products, and services in the form of images, videos, and live streaming.
<h3>What is Instagram?</h3>
Instagram is a social channel for sharing images and videos, owned by Facebook, Meta Platforms.
What is important to keep in mind when advertising on Instagram?
Target audiences on Instagram
Instagram has its own audience lists/target groups you can select and combine to reach your desired audience that is interested in what you offer. You can choose between
custom audience, demographics, detailed targeting, and connections.
How to choose the right ad format on Instagram?
Once you’ve decided what you want your post to be about, the next step is to choose which ad format you want to use. It’s important to consider what you want to achieve with your marketing, and which format is best suited to that goal. Instagram offers five different ad formats to choose from.
1. Image ads
Image ads are ads designed like a regular Instagram image and appear in the feed just like organic posts when users scroll through the app. They therefore blend more naturally with the other images in the news feed because the ads have a simple format. You can also add a bar at the bottom of the image with a CTA and a link to a website or to purchase a product. This format works well when you have engaging and visually appealing ad images.
2. Ads in Instagram Stories
Ads in stories appear among the photos and videos in the stories feature on Instagram. By advertising in stories, you get the entire screen as your ad space, without any other distractions for the user. Use the full vertical format and run ads with video or images. This way, you can showcase more content in your ad. You can also be creative with the CTA options, for example by using the swipe-up feature. Stories are designed for users to be creative and express themselves, and the same applies to you as an advertiser!
3. Video ads
Video ads appear in the feed in the same way as image ads. With strong underlying content, video ads will often be more eye-catching and capture users’ attention to a greater extent. In addition to video ads, Instagram offers Reels videos that provide even more room for creative expression.
4. Carousel ads
If you have a lot of information you want to communicate in your ads, carousel ads can be a good idea. They essentially have the same format as image ads, but the user can swipe through several images within the same ad placement. With compelling content, you can drive higher engagement with your ads.
5. Collection ads
If you have an online store, collection ads will be an effective way to advertise on Instagram. A collection ad works like a mini product catalog where the user scrolls through several products at the same time. There are also direct CTA buttons for purchasing the products being showcased. Here, you can use both image and video content.
How should you use Instagram for advertising?
By making smart, deliberate choices when setting up your ads on Instagram, you can achieve a very high ROAS. Even more than on, for example, Facebook, users on Instagram are highly engaged, and many use the app for inspiration when they are in a buying process. As with other social media, you can also target your audience very effectively on Instagram, so you reach the right people.
Inspiration and entertainment are key. This is where you can build your brand. Instagram is an app that people largely visit for aesthetic and inspiring content. When creating image ads for the Instagram feed, it’s important that the ads don’t come across as too intrusive. The format itself is very unobtrusive, with only a CTA button at the bottom and a “sponsored content” label at the top of the post. Otherwise, the content appears organic, like a regular post in the feed. That’s why it’s smart to ensure the ad design is also aesthetic, while still communicating your brand effectively.
Videos in stories and reels contribute to creativity and more personal content. You can also use this in your ads if you want to communicate your message in a more playful and creative way. The visual formats on Instagram allow you to activate multiple senses for users and capture attention with fun and engaging elements in your ads. Images and videos generate more engagement and attention than text alone. In stories, you can also be more personal and feature people in your ads to create a stronger sense of closeness to your brand.
It often pays off to be visible on multiple social media platforms. Read more about which social media channels we can help you build visibility in by following the link below.
case_studies (needs review)
Phasuk Manphom
Salgs- og markedskoordinator
How we can help you with advertising on Instagram?
Our specialists help companies with advertising on Instagram across a wide range of industries. Do you have any questions or want help with advertising on Instagram? Get in touch with us for a no-obligation consultation.