Targeting your Instagram advertising is extremely important in order to ensure your ads are being viewed by the correct target audience. Instagram provides a good medium for doing this by allowing you to select from three key objectives:
- Clicks to your website: allow users to click through to your website
- Mobile app installs: encourage users to download your mobile app
- Video views: allows users and businesses to tell a story through video
After choosing your objective from the above, you are then able to select an ad type: image, video or carousel ad (a series of images that a user can browse through).
As with Facebook advertising, Instagram also allows you to target specific audiences based on the below categories:
- Connections and more
It is important to understand who your target audience/s are in order to tailor your Instagram ads in the most relevant way and with appropriate content. In order to understand who your target audience is, you are able to view your Instagram analytics through the Ads Manager and Power Editor platforms. It’s also essential to monitor your analytics on a regular basis as your key audiences may change and evolve over time.
Benefits of targeting content
Targeting your content on Instagram allows you to create personalised content which has a higher chance of engaging your specific audience. You also have the ability to feed specific content to specific users and therefore a greater opportunity of reaching a wider range of people.
Push users to website, app or other service
Through the use of call-to-action buttons, businesses are able to drive their audience to other platforms such as websites, downloadable apps or more information. This is become an increasingly more useful tool in converting Instagram views to sales as well as increasing brand awareness/favourability, ad recalls and so on.
Ability to reach targeted audiences
Through targeting your advertising using specific categories such as age, gender, location, interests and so on you are able to ensure that your content will only reach people with certain characteristics. This gives businesses the opportunity to create specialised campaigns that are highly engaging for specific markets.
Results for different businesses/industries
A number of industries are seeing great results from engaging in Instagram Advertising. A few have been outlined below:
Retail businesses have been able to achieve a lift in purchase intent, conversions, ad recalls and click-through rates as well as higher awareness of promoted brands and campaigns.
Service providers such as online dating companies, banks, food providers and so on have recorded an increase in service/brand favourability and use, a decrease in user acquisition costs and a lift in ad recalls.
Media companies have demonstrated an increase in the number of people reached and brand awareness as well as the ability to reach its audience instantaneously. As their content is often updated when big news stories are breaking, Instagram provides a platform that can be shown to its audiences as the story breaks and evolves.
If you need help with the Instagram ad targeting process, contact 360DMG as we are able to put together a tailored social marketing solution for your business. Get in touch today!