How to advertise on Instagram
How to advertise on Instagram.
Key Takeaways
Visuals are Paramount: Invest in high-quality, eye-catching visuals that are on-brand and optimised for mobile.
Authenticity is Everything: Be genuine and relatable in your storytelling. Your ads, run through Meta Ads Manager, should feel native to the Instagram platform.
Let the Experts Guide You: Don't have the time or resources to become an Instagram expert overnight? A media agency like One Day Agency can provide the strategic digital guidance and creative expertise you need to succeed. Get in touch with us to discuss your Instagram advertising strategy.
In a world saturated with information, a picture is worth more than a thousand words – it's worth a thousand clicks. This is the power of Instagram, the visual-first social media platform that has captivated over a billion users worldwide. For businesses, this presents a golden opportunity to connect with a highly engaged audience in a creative and compelling way.
But how do you cut through the noise and make your brand stand out on a platform that is all about aesthetics? This deep dive will explore the nuances of Instagram advertising, from crafting a visually stunning campaign to understanding the metrics that matter.
The Instagram Advertising Ecosystem
Instagram, owned by Meta, shares the same powerful advertising platform as Facebook: Meta Ads Manager. This is fantastic news for advertisers, as it means you can leverage the same incredibly detailed targeting options to reach your ideal customer across both platforms from a single interface. However, Instagram has its own unique culture and best practices.
The platform is all about high-quality visuals, authentic storytelling, and community engagement. To succeed on Instagram, you need to think like a creator, not just a marketer. Your ads should be visually appealing, inspiring, and seamlessly integrated into the user's feed.
Crafting Your Instagram Ad Campaign: A Creative Approach
Unlike other platforms where you can rely on text-heavy ads, Instagram is a visual medium. Here's how to create an ad campaign within Meta Ads Manager that will stop the scroll:
Choose Your Canvas: When setting up your campaign, you'll select Instagram as a placement. It offers a variety of ad formats, each with its own unique strengths:
Image Ads: A classic for a reason. Use high-resolution images that are eye-catching and on-brand.
Video Ads: Bring your brand to life with video. Keep it short, engaging, and optimised for mobile viewing (think vertical video!).
Carousel Ads: Tell a story or showcase multiple products with a series of images or videos that users can swipe through.
Stories Ads: Tap into the ephemeral nature of Stories with full-screen, immersive ads that feel native to the platform.
Reels Ads: Capitalise on the popularity of short-form video with engaging and entertaining Reels ads.
Explore Ads: Reach new audiences by placing your ads in the Explore tab, where users go to discover new content.
Think Like a Storyteller: Your ad shouldn't feel like an ad. It should tell a story that resonates with your target audience. Use authentic and relatable content that showcases your brand's personality.
Collaborate with Creators: Influencer marketing is huge on Instagram. Partner with creators who align with your brand to create authentic and engaging content that will resonate with their followers.
Embrace User-Generated Content (UGC): Encourage your customers to share photos and videos of your products in action. UGC is a powerful form of social proof that can build trust and drive conversions.
The Financial Equation: Investing in Instagram Ads
The cost of advertising on Instagram is similar to Facebook, as they both use the same auction system within Meta Ads Manager. The amount you spend will depend on your industry, your target audience, and your campaign objectives.
A useful benchmark for budgeting is the Cost Per Mille (CPM), or the cost to show your ad to 1,000 people. While this fluctuates, a general average CPM on Instagram in the UK is around £3.00. This makes it an accessible platform for businesses of all sizes. The key is to focus on your return on ad spend (ROAS). Track your key metrics, such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA), to see what's working and what's not.
The Agency Difference: Your Guide to Instagram Success
Navigating the ever-changing world of Instagram can be a full-time job. That's where a digital strategy agency like One Day Agency comes in. We can help you to:
Develop a Winning Strategy: We'll work with you to develop a bespoke Instagram advertising strategy within Meta Ads Manager that is aligned with your business goals.
Create Stunning Visuals: Our team of creative experts can help you to create high-quality images and videos that will make your brand stand out.
Manage Your Campaigns: We'll handle all the day-to-day management of your campaigns, from ad creation and targeting to optimisation and reporting.
Stay Ahead of the Curve: We're always on top of the latest Instagram trends and algorithm changes, so you can be sure that your campaigns are always up-to-date.
