One billion users are active on Instagram, the photo and video sharing app that has grown into a tool for users to build their online presence and connect with different audiences. If your business page is fairly new to Instagram, you’ve probably witnessed first-hand the wait for users to visit and interact with content you’ve worked so hard to create. And if you’ve been on the platform for a while, it can be frustrating when your content doesn’t receive as much exposure as you hoped for. The main reason for this could be Instagram’s every-changing algorithm.
If you really want to give your posts a push and know you’re getting them in front of the right audience, you should consider utilising Instagram ads. It might help knowing that 60% of people say they discover new products on Instagram, and over 200 million Instagrammers visit at least one business profile daily.
Instagram Ad Types
Before we get into when you should start using Instagram ads, let’s talk about a few types of ads that are available.
Photo & Video Ads
Have you ever been scrolling through your News Feed and found an unfamiliar photo or video from an account you don’t follow? Photo and video ads allow a business to tell their story, promote a product or service, or simply grab a user’s attention. Photo ads can help tell your brand story through a square or landscape formatted canvas, while videos add movement and sound to your ad. Instagram is moving more towards video with the launch of IGTV in 2018, so video ads just might be the way to go when promoting your product, service, or business in general.
Carousel ads allow you to add up to 10 pictures in one post that users can swipe through to understand your business without visiting your page. Like video and photo ads, carousel ads are placed within a user’s News Feed and support a call-to-action like view more on their profile, book now, get directions, call now, and more. Promoting your business through an Instagram ad is your time to show colourful, unique images that symbolise what your brand is all about.
Instagram Stories launched in 2016 and has since been a very popular feature to the platform. While users are flipping through the Stories of people they follow, you can insert a full-screen photo or video advertisement of your business with a swipe up feature that links to your website. It might be helpful knowing there are 500 million accounts using Instagram Stories, and one-third of the most viewed stories come from businesses with one in five stories receiving a direct message.
We know, there are so many options when it comes to advertising your business on Instagram and it can be somewhat overwhelming. That’s where we come in! But, before we jump into promoting any content, it’s a good idea to have a clear advertising objective.
How Instagram Ads can Help Your Business
So, how can you use these Instagram ad forms to your advantage in your marketing plan? Here are four ways to think about them.
Let’s say you’ve just launched a new line of Spring clothing for your boutique and you want to put it in front of a wider audience in hopes to increase sales conversions. Since Instagram allows you to use your own photos within ads, a carousel of images is perfect to show different pieces from the collection with a “Shop Now” call-to-action button. 60% of users discover a brand on Instagram, so why not promote yours in an Instagram ad and attract new potential customers?
Increase Engagement & Visibility
When your page isn’t receiving the traffic and engagement that you hoped for, it’s time to take advantage of Instagram ads. You can promote an eye-catching image from your page that showcases what your business is all about and add a “View More on Profile” call-to-action button. 80% of users follow at least one business on Instagram, so if your business page offers content that stands out from the rest, it’s worth putting into an Instagram ad.
Get Users to Visit Your Business
So, your business offers a product or service in-store and you’re lacking traffic to your location. With an Instagram ad, you can link directions to your business while showing what you offer in-store. And, if you’re thinking about using Stories to promote your business, 34% of users said they went into the store to look for a product after seeing it on Instagram Stories.
Spread Brand Awareness
Whether you want to increase engagement, get users to visit your store, or promote a single image, it’s all about spreading the message of your brand and getting users to remember your business after they scroll past your ad. There’s always a reason to introduce your brand to a wider audience, and Instagram is the perfect place to do that. Check out our blog post on working with the Instagram algorithm and increasing your Instagram engagement.
Don’t worry, you don’t have to tackle advertising your business on Instagram alone. When it comes to designing an ad format to use in your marketing campaign, contact us to find out how we can help you promote your content to meet your business goals.