Advertising on Instagram is live for all countries since October 2015. Everybody can now place an ad on Instagram through Facebook advertising platform. Let’s take a look how it works and what’s possible there.
There are over 400M users on Instagram. And you are able to show your ad to this community using all of great advertising tools by Facebook. You can use the same laser targeting (age, gender, interests, behaviour, country, languages, relationship, and much more), awesome features like website custom audiences or lookalike audiences and many more. That’s great! You have 2 social networks under 1 roof.
Some marketers see Instagram as just other placement of Facebook advertising. Not a good idea, chaps. It’s clear that IG needs a little different approach than FB. 2 reasons wy:
1. It is much more visual.
2. It is mobile only.
Think more about your ad’s design
If you want to be sucessful, which on Instagram means to have great engagement, you can’t use the same banner as you use for GDN a probably not the same you use for Facebook. IG needs more creativity than a photo of your product with “SALE” sign. IG needs to be vintage, adorable or at least low-fi.
Ask somebody from your target group to show you their Instagram newsfeed. You’ll see what people share, what your target audience is interested in. This the best way how to find out what creatives you should use, what language your people speak and how many #hashtags you must include
PRO tip: Find some inspiration (not only) for fashion brands in ROI Hunter Blog Post.
Your Instagram strategy needs to be mobile centric. It starts with you advert – it needs to be readable and good looking on smartphone’s screen – and continues with your website – how long it loads (on slow mobile connection), is it easy to use on mobile, is the conversion path clear or there are any road blockers?
And don’t think only about your mobile websites! Here in Dubai it is much more about mobile app. For many ecomms is revenue from mobile app equal to website’s revenue. Are you ready for this?
What can you get from Instagram?
Having good content? Your product is super sexy and you’re handy with all these filters and photo editors? Great! Let’s show your work to more people. Just select audience and start counting new likes. Instagram ads are good way how to get your awesome content to more users. You don’t need to buy followers on ebay anymore, you can reach them this way!
2. Website traffic
You can use “click to website” format and drive traffic to your website. But hey, this is not Google SERP, don’t expect users using Instagram with some purchase intention. They’re just having fun with they friends & instalebrities. Not a good idea to show them advert saying “Here’s my store, BUY BUY BUY!”.
But if you are running blog or have something interesting at your website, don’t be shy. Instagram is awesome traffic channel for your magazines or other website content, just don’t sell too much here.
3. Mobile App Installs
I love this! You built awesome app but nobody cares? OK, prepare some nice banners (low-fi them, ofc!), select target audience and let the show begin. Instagram is awesome channel to get new installs. You target people on mobile, you target people who use apps and you let them install your mobapp in 2 or 3 clicks.
Once they click your Instagram advert they go directly to App/Play Store. Then you just need 1 more click to get them on the board. But still you need to think about your ad carefoully. The best way could be to show your app in real world. Take a look at this Nanigan’s examples.
PRO tip: Due to Instagram Advertising Benchmark Report 12/2015 is Instagram’s Cost-Per-Install up to 25 % than Facebook’s. Worth to try it, isn’t it?
4. Mobile App Engagement
They have installed your app, used once but nothing more? REMARKET! I told you, you can use all these awesome features from Facebook for remarketing – custom audiences & website custom audiences. You run food delivery app? Retarget users who ordered in the past but not in last 14 days. Get them back. Show them vitage photo of hamburgers and invite them back to your app!
This is just one example but thereare so many ways how to play with remarketing and make people using your app.
If you want to know more about Instagram advertising, go through Instagram Business, or ask here in comments!