Beyond likes and follows, Instagram is a realm where businesses master the art of grabbing attention and igniting engagement.
So, are you ready to enter the captivating world of Instagram advertising in 2023?
In this guide, we unravel the secrets of different Instagram ad types, show you how to distinguish between boosted posts and ads, explore the benefits of Instagram advertising, and provide a step-by-step process for creating a new campaign.
Join us on this thrilling journey of visual storytelling, where every scroll holds the potential for brand encounters, and unleash the power of your brand’s story as we dive into the exciting realm of Instagram ads.
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What Are Instagram Ads?
Imagine scrolling through your Instagram feed, double-tapping on cute pet pictures and mouth-watering food shots, when suddenly, you stumble upon a captivating image or video labeled “Sponsored,” promoting a trendy product or service.
Yup, you’re looking at an Instagram ad campaign!
These promotional gems seamlessly blend into your feed, featuring the same format as “regular” Instagram posts. What makes them different, then?
Well, the above-mentioned “Sponsored” label found on all post ads is a hint:
Someone – a business or an individual – paid to run ads on Instagram, ensuring that their post reaches a wider, more targeted audience.
Instagram ad sets are the secret weapon for businesses hoping to make their mark – combining ad creative with strategic targeting to leave a lasting impression, drive traffic, boost exposure, and generate leads.
Types Of Instagram Ads
We’d say the best way to start is to go over the different types of Instagram ads – or, more specifically, ad formats – you can use in your campaigns.
Have you ever tapped your way through Instagram Stories, just like 500 million other users do every day?
Well, then, the chances are you’ve encountered Stories ads before!
These ads appear between Stories from accounts you follow, either as video or photo ads, and look just like a regular IG Story. You even get to use Instagram’s standard features – like stickers, interactive elements, and filters – to create engaging visuals.
What makes them a great choice for Instagram ads is the fact that they offer a full-screen, highly immersive experience that captures the user’s undivided attention. Stories ads whisk you away into a captivating brand narrative, making it hard to resist swiping up to explore more.
The Explore page is arguably one of the best ways for Instagram users to discover new accounts and explore fresh content tailored specifically to their interests. Since the content displayed in this tab constantly changes and is different for every user, your Explore ads will appear in between highly relevant, trending content.
That said, these Instagram feed ads won’t actually appear in the Explore grid. Instead, they’re displayed only when the user clicks a certain photo or video featured in the Explore tab and continues scrolling, blending in seamlessly with other posts.
Want to create an immersive shopping experience within the Instagram app?
Enter Collection ads:
These ads are essentially a combination of Instagram’s Shopping and Carousel ads, featuring multiple images or videos and allowing the user to purchase the product within the same ad – hence the name.
If you’re an eCommerce business hoping to launch your first Instagram advertising campaign, we highly recommend Collection ads – and here’s why:
When the user clicks on your ad, they’re automatically redirected to Instant Experience – Instagram’s Storefront – where they can learn more about the specific product and make a purchase without interrupting their scrolling session.
Imagine scrolling through your feed, spotting an item you adore, and simply tapping to make it yours. That’s the power of Shopping ads on Instagram.
According to Instagram’s reports, more than 130 million people use the app for shopping. So, if you’ve already set up your Instagram Shop, you have the option to turn your shoppable posts into ads.
These ads enable businesses to tag products directly in their Instagram post, providing a seamless shopping experience. With a few taps, the user can explore product details and pricing – and even complete their purchase without leaving the app.
What Is The Difference Between Instagram’s Boost Post Feature And Ads?
Boosting a post is like a quick shot of espresso for your content, giving it a jolt of visibility among a larger audience.
They’re easy to set up and offer a great way to promote your posts and get them in front of a wider audience. If you’re looking for laser-focused targeting, though, ads are the way to go.
Unlike boosted posts, Instagram advertising campaigns allow you to target specific audiences, thanks to the integration with Facebook Ads Manager.
With Facebook’s robust customization options and Instagram’s engaged user base, ads give you the power to create multiple target audiences, customize your ad’s appearance, and optimize its functionality.
Plus, you get to use Meta Pixel – formerly known as Facebook Pixel – to collect data and track conversions and the overall effectiveness of your campaigns.
So, while the “Boost Post” feature is convenient for quick and simple promotions, creating an ad in Facebook Ads Manager offers unparalleled customization and targeting and ensures long-term success.
Benefits Of Advertising On Instagram
If you’re contemplating whether to advertise on Instagram or not, the short answer is:
You should absolutely give it a try.
Combining paid and organic marketing efforts can be a game-changer for your social media strategy. In fact, the benefits that Instagram advertising brings to your account go far beyond what you may have imagined.
First and foremost, Instagram is all about capturing attention. With its visually-driven nature, it’s the perfect canvas to showcase your creativity and tell your brand’s story in front of a vast audience.
Want to stop users mid-scroll with eye-catching images or breathtaking Instagram video ads?
That’s all possible thanks to different Instagram ad formats!
It’s not just about pretty pictures, though:
Instagram’s audience is highly engaged and ready to discover, explore – and even shop.
From Stories Ads that take over the entire screen to Shopping Ads that bring the store right to their feed, you have the power to seamlessly guide Instagram users toward your products and services.
Oh, and did we mention targeting?
With Instagram ads’ detailed targeting options, supported by Facebook, you can narrow down your audience based on interests, demographics, and behaviors, and reach people who are most likely to fall head over heels for what you offer.
And let’s not forget about brand authenticity:
Instagram is a platform where users crave genuine connections. By showcasing your brand’s personality and values, you can forge meaningful relationships with your audience, creating loyal fans who will stick around for the long haul.
If you already run a Facebook business page, you can start advertising by simply linking your Instagram account to that page and run ads that will be displayed on each social network.
Facebook’s algorithm works behind the scenes, analyzing user behavior and preferences to ensure your ads are shown to the most relevant audience.
Last but not least, Instagram’s advertising tools and analytics, integrated with Facebook Ads Manager, offer a powerhouse of data to measure and maximize your success.
With this dynamic duo, you can dive deep into the metrics that matter – including reach, engagement, conversions, and more.
How Much Do Instagram Ads Cost?
When it comes to the cost of Instagram ads, there’s actually no one-size-fits-all price tag. You see, Instagram ad costs are influenced by many factors, including the ad type, placement, and goals. So, there’s no fixed price for a specific format like Stories or Carousels.
It’s a unique recipe for each campaign.
Generally speaking, when it comes to Cost Per Click (CPC), Instagram ad clicks typically range from $0.20 to $2.00. That includes likes, comments, shares, link clicks – basically, any engagement you can think of.
If your ad has an outbound URL, expect the cost per click to start around $0.50.
Engagement costs, on the other hand, can vary between $0.01 and $0.05 per engagement. So, every time someone double-taps, comments, or shares your Instagram ad, there’s a cost associated with it.
Now, for those who love impressions, we have the Cost Per 1000 Impressions (CPM):
For well-performing campaigns, CPM on Instagram in 2021 ranged from approximately $2.50 to $3.50 per 1000 impressions.
Remember, these are just ballpark figures; your actual costs, as we explained earlier, will vary based on factors like targeting, competition, and ad quality.
How To Create Instagram Ads
Ready to finally learn how to run ads on Instagram? We’ve got you covered.
But before you get started, you’ll have to sign in to your Facebook ad account and go to the Ads Manager; that’s where you’ll create your first Instagram ad campaign. On that note, you do need a Facebook business page – yes, even if you already have an Instagram account.
With that bit out of the way, you can move on to the following steps:
1. Determine Your Campaign Objective
When it comes to creating impactful Instagram ads, the first step should be determining your campaign objective – or, in other words, defining the purpose and goal of your advertising efforts.
Are you hoping to raise awareness about your brand? Or perhaps you want to drive more traffic to your website? Maybe your focus is on boosting engagement and fostering a deeper connection with your audience?
And, of course, the ultimate goal for many businesses is to increase sales and drive revenue.
Whatever your objective may be, having a clear goal in mind sets the direction for your advertising journey. It provides a roadmap for crafting compelling content, targeting the right audience – and, of course, measuring the success of your Instagram campaign.
2. Choose Your Target Audience
Next, choose the perfect target audience for your Instagram ad and connect with the right people who will resonate with your message.
You can leverage detailed targeting options and define your audiences based on factors like location, age, gender, and language, as well as demographics, interests, and behaviors. Plus, there’s the option to create a “Custom Audience,” which allows you to upload your list of existing contacts.
3. Choose Your Ad Placements
Select the ad placements that suit your campaign objectives. Facebook offers two placement options – Automatic and Manual placements. You should select Manual placements for Instagram and then choose Instagram-specific formats – Instagram feed, Instagram Stories, and even the Instagram Shop.
Explore which placements align best with your ad’s purpose and maximize your reach.
4. Set Your Budget And Schedule
Determine your budget and schedule for running your Instagram ad campaign.
Here, you can set a daily budget or a lifetime budget. Then, you can define other factors, like ad scheduling, optimization for ad delivery (such as post engagement or impressions), and choosing between automatic or manual bidding.
5. Create An Instagram Ad
Now comes the exciting part – bringing your creative vision to life and creating an Instagram ad that leaves a lasting impression.
Crafting compelling ad copy is essential to convey your message effectively. Remember:
Every word counts – from the catchy headline and the captivating description to the concise yet persuasive call to action.
Use language that resonates with your audience, speaks to their needs or desires, and compels them to take action.
Instagram offers a variety of formats to choose from, such as single-image ads, carousel ads, or attention-grabbing video ads. Each format has its own strengths and unique storytelling capabilities.
So, select the format that allows you to best showcase your products, services, or brand story in a visually compelling way.
When it comes to visuals, think eye-catching, scroll-stopping, and thumb-stopping. Choose high-quality images or videos that capture attention within the Instagram feed. Visuals should be aligned with your brand’s aesthetics and evoke emotions that resonate with your target audience.
And let’s not overlook the power of a compelling call-to-action (CTA).
It’s the nudge that guides your audience toward taking the desired action, whether it’s making a purchase, signing up for a newsletter, or exploring your website.
Create a clear and persuasive CTA that prompts your audience to act, using phrases like “Shop Now,” “Learn More,” “Sign Up Today,” or any other action-oriented language that aligns with your campaign objective.
6. Track Key Instagram Ads KPIs
Measure the success of your Instagram ad campaigns by tracking key performance indicators (KPIs). You should generally keep an eye on metrics like reach, engagement, link clicks, conversions, and more.
On that note, you can leverage the power of Facebook Ads Manager and Facebook Pixel to gather valuable data and insights for optimizing your future campaigns.
Instagram Advertising FAQ
Q: How do I connect Instagram to Ads Manager?
Connecting your Instagram account to Ads Manager is a simple process. Follow these steps, and you’ll be all set to create and manage your Instagram ads in no time:
Ensure that your IG account is linked to a Facebook Page.
Log in to the Facebook Ads Manager account.
Head over to the “Business Settings” section in Ad Manager and click “Accounts.”
Head over to Instagram accounts and choose the specific account you want to connect.
Complete the verification process or provide any necessary details if prompted, and your Instagram account will be connected to Ads Manager.
Q: How much will it cost to advertise on Instagram?
The cost of advertising on Instagram varies depending on several factors, such as your campaign objectives, target audience, ad format, and bidding strategy. While there’s no fixed price, typical costs range from a few cents to a few dollars per click (CPC), engagement, or thousand impressions (CPM). It’s important to define your budget and optimize your campaign to achieve the best return on your investment.
Q: How long can a paid ad be active on Instagram?
Instagram ads can stay active for as long as you want – based on the duration you set during the campaign setup, of course. The duration can vary depending on your campaign objectives and budget. You have the flexibility to choose between running ads for a specific period or setting an ongoing campaign that continues until you decide to stop it.
Final Thoughts About Adverts On Instagram
All in all, in a world buzzing with digital opportunities, Instagram ads stand out as a vibrant avenue for businesses and individuals alike. With a plethora of Instagram ad formats and laser-focused targeting, you can craft captivating campaigns that spark connections and drive results.
But why stop there?
To truly amplify your Instagram presence, it’s time to unleash the power of Flock Social. Let’s grow your Instagram account organically, expand your read, and watch your influence soar.
So, ready to take the leap?
Seize the moment, dive into Instagram advertising, and don’t forget to sign up for Flock Social!