Instagram advertising — starter pack
If you have never advertised on Instagram this is an article for you, and again if you have this is an article for you. So, keep on reading because not only I think you can possibly find out something new but also would like to hear from you and your ways to make things possible on Instagram.
In this article won’t be a lot about how teens and influencers rock on Instagram (but they do), it is going to be more about ads, placements, specifications/dimensions etc.
When we are talking about Instagram advertising we take in consideration Instagram content and Instagram Placement. If you ever had trouble with any of them, you are not alone — This article can’t help you with Instagram and Facebook bugs but here are some tips how to get your product on a “Instagram market “.
When it comes to Instagram operations, it is perhaps easier for most of the things to work over your smartphone, but I recommend using both your PC/laptop and the smartphone.
As the first and the most important link your brand Instagram Account with Facebook page (required) for it to become a business profile. Assuming that you already have Facebook fan page and linked Facebook Business Manager — if you don’t, this could be helpful: https://www.facebookblueprint.com/student/activity/170271#_=_ .
Also, if you are working on several Facebook Ad Accounts check at each moment whether you are working with matching Facebook & Instagram profiles, because there are some technical difficulties and automatic changes.
After switching to business, your profiles will get additional features and will look like this, with a several new options and icons:
Boosting Instagram content via Instagram APP
This way, users can like, comment, or achieve one of the three goals that remain permanently recorded on your profile. With the Instagram advertising over Instagram application, your invested money will be “visible”. Posts will have more likes and unlike other advertising options for Instagram, this is most likely to end with Follow, as it is the only one that offers similar objective and CTA on the ad.
On the other hand, disadvantages of this method are lack of objectives — there are only 3 (get more Profile visits, get more Website visits, reach people near an Address), also lack of targeting options. It is impossible to set a start or end date, you only tick number of days (duration — 1,2,3… days), also advanced options of targeting or scheduling etc. are unavailable.
Instagram Dark Posts
For this, all you need is sign in on your Instagram Account over Ads manager/Power editor.
Advantages of advertising this way are definitely more objectives and options, but your results are only seen during the campaign to whom the ad was delivered. The results are not recorded on the Instagram profile itself.
This type of an ad is being done just like any other Facebook ad:
1. Choose your objective related to awareness, consideration or conversion.
a. Instagram Story ads only available for Reach and Traffic objectives
2. Select your target audience (location, age, interests…)
3. Choose placement you want your ad to show on — INSTAGRAM, Feed or Story — can’t go both with one ad set due to different specifications
4. Finish budget and scheduling
5. Create the ad — insert photo and copy
After ad is being approved it is possible to manage comments over Instagram link, here is how to get there:
This way, users who see your ad will be able to visit your Instagram profile, follow it, and view other organic posts on it.
Instagram placement without Instagram profile
For this one you don’t even need Instagram profile (I know, you did not even assume that fact considering the subtitle). Facebook page plays Instagram’s role. It is not recommended, but works if you set up a Traffic campaign (website clicks/app Install) and there is no need for interaction between the audience and the profile. Steps are all the same as the ones above for Instagram dark post, just do not mark profile, but leave it to use selected Facebook page.
This way, users will not be able to visit your Instagram profile but to interact with the ad, visit the web, leave a comment or like. Moreover, you track your results over ads manager.
Recommended Instagram Ad Specifications
Influencers
As mentioned at the beginning Influencers completely take control of social networks, especially Instagram. So, one of your “Placements” could be their profiles. A thing to take into consideration is the number of their followers, those who have the most are not necessarily the best for your brand. Explore which target audience is following them, decide whether you need to go for broad or narrowly specified, ask for an offer, do not be surprised by the digit. Don’t think about an influencer’s post as an ad, think of it as a Native Ad or a review.
Watch out for Advertising Policies
- The Ad Review Process
- Steps to Take if Disapproved
- Prohibited Content
- Restricted Content
- Video Ads
- Targeting
- Positioning
- Text in Ad Images
- Lead Ads
- Use of Our Brand Assets
- Data Use Restrictions
More on the link.
Let me know your #Instadvertising methods. :)
