Instagram is more than just a collection of bad selfies. In fact, the social media platform has turned into a global phenomenon. Facebook acquired the mobile app in 2013 for $1 billion, and it has since grown to a membership of over 300 million. The majority of users are between the ages of 18 and 34; however, social media has a tendency to slowly spread to the older generations, and the app’s popularity is only expected to continue skyrocketing.
The basics of advertising on Instagram
Instagram advertisements were previously only available to a select group of successful, established brands in the United States. Now, the advertising platform is available to any company in over 30 countries. Kenshoo, a marketing software company, predicts Instagram will generate more than a billion in advertising revenue in the next three to four years.
Instagram should be viewed as an important advertising platform for a myriad of reasons. One of its strongest attributes is that it has access to the wealth of data and technology of its parent company Facebook. Additionally, these advertisements are assimilated seamlessly into the user’s normal Instagram. Through this, the advertisements demand the users attention. But, let's take a look at what kind of advertisement you can create for Instagram and what each are most useful for achieving.
Types of Ads
As their title suggests, these advertisements are simply images that come up on the user’s newsfeed. These ads will be designated as sponsored in the top right-hand corner of the post. If the user is intrigued they can click the through a labeled button to be redirected to the advertisers website.
Video ads are a more engaging approach since they incorporate both sight and sound. Videos ads are a fantastic means of telling a story. Individual Instagram users can only post videos that are 15 seconds long. Advertisers, on the other hand, can post 30 second long videos. These ads are great to show a snippet of information that can then direct the audience to an advtisers website, or it could help with building brand awareness.
Carousel ads are the next step in image advertising. With this type of ad the user is able to swipe though numerous images. It is a more comprehensive version of the image ad, and is also accompanied by an option for the audience to head to a website to get more information. These ads are great in telling a story or providing content when one image jsut isn't enough to get your message across.
Measuring campaign success
Like with its parent company, Instagram provides in depth reporting and objectives for campaigns. For Instagram, these metrics are
Clicks to website
Mobile app installs
What To Keep In Mind
Just like with any advertising activity, it is important to plan and execute your campaign effectively fom the start. This should see you get some really great results.
Hashtagging - this is essential for numerous reasons. It allows you to engage your followers by encouraging them to use your hashtags as a popular hashtag helps to promote your page across multiple profiles. Additionally, hashtags provide a means to create a smaller community within a larger one of millions, thus allowing your followers to interact with one another. Brand specific hashtags pertain solely to your business. These hashtags are necessary in creating that smaller community and to distinguish you from your competition.
Host contests and giveaways - A great way to excite your followers is to host photo contests, hashtag competitions, and comment giveaways through your advertisng. You can offer the opportunity to have the winner of said contest be featured on your Instagram page or you can give away prizes. These events help hold your followers’ interests while also attracting new members.
Encourage comments and questions - With the ability to target those audience members who you know are also your cusomters or potential customers, encouraging a conversation with them is important. This helps build up their trust of your brand and encourages them