Instagram targeting allows you to direct your advertising only to those specific audiences that you want to reach. As with Facebook advertising, Instagram uses the Facebook Ads Manager. When creating your ad in Power Editor, you have the option to select one or more specific targeting options to ensure that your ads only reach a particular group of people.
How do you determine your target audience?
Using first-hand data, surveys and so on will assist you in determining your target audience. It is firstly important to focus on the demographics of you target audience – find out where your users fit into the following demographics: age, gender, location, income level, occupation, marital/family status, ethnicity and education level.
Once you have determined the demographic profile of your target audience, you are able to focus on psychographics. Defining their lifestyle choices, values, likes and dislikes and media consumed is a good way to gain further information about your target audience.
By combining both demographic and psychographic information, you will be able to gain a clearer picture of your target audience and target your advertising to the correct people.
What options do you have for targeting?
There are a number of options to choose from when targeting your Instagram advertising. Depending on your target audience, you will be able to determine factors that are specific to that particular audience. Some of the options you are able to choose from include:
Location, Age, Gender and Language: Choose the basic demographics of the audience you want to reach.
Interests: Choose specific interests that are important to your audience. These are determined by what people are connected to on Facebook, such as Pages and apps.
Behaviours: Select people based on purchase behaviours or intents, device usage and more. These behaviours are determined by what people are connected to on Facebook, such as Pages and apps.
Connections: Select your audience based on whether or not they're connected to any of your Pages, apps or events. Anyone who has a friend connected to what you’re advertising will see their friend included in your ad. This can increase the likelihood that they’ll find your ad relevant enough to click on or engage with it
Custom Audience: Use email addresses, phone numbers, Facebook user IDs or app user IDs to create and save audiences you'd like to show your ads to.
Why use targeting?
Instagram users only want to see content that is based on their interests whether it be fashion, sport, travel or more. Using first and third party data, companies are able to find more relevant people to target their advertising to. By targeting advertisements to certain users, businesses are able to deliver ads that are extremely relevant to that particular audience and the content they enjoy viewing. This also allows businesses using Instagram advertising to save on budget wastage by only delivering the ad to users that are deemed suitable and likely to engage with the ad.
If you’d like to discuss Instagram advertising, Click Here and someone from360DMG will contact you. The team at 360 is knowledgeable in the area of social media advertising and can assist you with your advertising.