What
is Instagram?
Since 2010 Instagram has been growing to a
platform with more than 400 million active users every month. Advertising on
Instagram is still relatively cheap and the users of Instagram are mostly
millennials, 53% of the 18-29 years old use Instagram. Instagram is the
art gallery of the furture. For users it’s a fun and quirky application where
they can experience moments in their friends’ lives through photos and videos
as they happen. For businesses it’s a serious advertising platform where you
can share your business story with your audience through a serie of pictures or
videos.
Users
Instagram users are visiting Instagram 10
times a day on average, which is alot. And they are 1.5 times more likely to
follow you. So if you have high quality content that you show to people who are
interested in your product or brand and you make it relevant for your target
audience, the Instagram users are 1.5 times more likely to follow you compared
to other social networks.
Why
are they visiting Instagram?
It is enjoyable sociable media. If you want
to understand what is relevant for the audience you’re going to target on
Instagram it’s good to understand the behaviour of the users. So the main
question here is: what is the goal of Instagram users when they open the
application? 66% of the users stated they use Instagram for photos and videos
to inspire their daily lives. And 48% visit Instagram to share things with
their friends and family.
These are interesting
metrics, because people use Instagram to get inspired and that makes it a
completely different platform than Facebook so we highly recommend to tailor
your campaigns for Instagram.
Why
do you want to advertise on Instagram?
Now days, it’s a big
opportunity for everybody to advertise on Instagram. Because you’re one of the
first to advertise on Instagram, chances are not many competitors are
advertising on Instagram yet. If you are on top of your advertising game you
can profit from your first mover advantage. At this moment first results are
showing a higher Click through Rate which means lower costs compared to other
social advertising channels.
Since 2010
Instagram is part of Facebook and with Facebook already being a giant in
advertising they used the same advertising structure to build up Instagram
advertising to make sure you have the best advertising experience. This means
you can use all targeting and audience
options like Custom Audiences, Open-, Demographic-, Interest targeting you have
been using as a Facebook advertiser. You can hit the ground running!
Instagram Ad Campaign Goals
You need to set a goal
before you publish your campaign and then Facebook will optimise your campaign
based on the goal your have chosen. But what does Instagram offers you in terms
of advertising features? What kind of
goals can you select in Instagram? At first know about this.
How to get started
To start with Instagram advertising you will
need to connect your Instagram account to your the Facebook Business Manager is
being used by Facebook to manage all your Facebook pages, ad accounts &
from now on your Instagram account. Connecting your Instagram account is simple
and can be done in a couple of minutes.
If that’s done, connect your Facebook ad
account to your Facebook Business Manager.
Your ad account is practically your wallet for paying your ads on
Facebook. If you don’t have an ad account you can set one up in the Business
Manager. Don’t forget to add a payment methode there.
Step 1: Connect your Instagram account to your
Business Manager
- Go to your Business Manager account and hover Business Sitting.
- Select Instagram Accounts.
- A new window will open up. To ‘Claim New Instagram Account’ you need the username and password of your account or your clients account to get connected
- Assign your Instagram account to the most relevant advertising account in Business Manager. For example: if you have a personal and a business Instagram account, choose your business account instead of your personal account
- No Facebook Business Manager? Go to www.business.facebook.com to set up one
- No Facebook Ad Account? Create one in the Business Manager
Step 2: Go to
your favorite tool and create your campaign!
Before you get started
1. Don’t create an
ad that looks like an ad.
This may sound pretty stupid but should have a
native and authentic feeling. If your ad doesn’t feel real to your audience,
it’s time to go back to the drawing table!
2. Use popular #hashtags
For get noticed between organic photos and videos it’s important to use #hashtags. You can tag a long on a popular #hashtag but you can also create your own #hashtag to inspire your audience to use the same #hashtag when they are using your product. If you create a successful #hashtag it will result in an amazing user generated collage of your product or brand
3. Copy must be
shorter than ever.
Visuals are the
most important ingredient on Instagram. Use a couple of words to make your goal
more clear.
Harmonious colors are easier
to remember
Use Harmonious
colors instead of Disharmonious colors
Study showed a group of similar colors are more
harmonious and pleasant than contrasting disharmonious colors. Using harmonious
colors in our visual has a positive impact on our ability to remember what we
just saw.
Include people with emotions
in photos
When you include people with emotions in your photo,
the image will trigger a memory of that emotion in our brain.
Multiple pictures reinforces
your point
Using multiple
picture in your ads will have a positive effect on the memory of your audience.
Below you see an example of Marks and Spencer. The story this ad is showing is
obviously about fashio. More specifically that it’s about the look and feel of
Boho Chic. Different woman are showing different pieces of their collection to
tell you a bigger story. If you’re interested in this style, you are more
likely to use the call to action button ‘shop now’ after seeing 3 pictures
instead of just one.
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