There are actually 2 million advertisers on IG monthly and advertising on this social network is a great way for small and medium businesses to target a qualified audience. With a little planning and creativity, you will quickly perform on the Instagram social network.
Step #1: Choosing The Goal
The very first step you want to take in creating your own Instagram advertisement campaign would be to concentrate on the stuff you want to sell or promote. Which product? Which range? What news?
There is no point in spending your budget in an Instagram advertising campaign if you are not sure exactly which products to highlight. It is, therefore, necessary for the first time to take time to think about the communication on your products.
Take advantage of seasonality, aim for specific goals. Take the time to think about why you want to value a particular product and especially how you are going to do it.
So you can then set your Instagram advertising campaign goal. Do you only want to focus your advertising on increasing your sales? Or are you more concerned about gaining visibility? Depending on the objectives chosen, the advertising formats can be specified as well as the associated performances.
Remember, Instagram uses Facebook’s advertising platform to manage all of its advertising campaigns. Thus, configuration, goal setting, budgeting, and ad creation are done via Facebook Ad Manager. When setting up your Instagram ad campaign, you need to choose a goal.
Step #2: Choosing The Target Audience
After setting a goal for your campaign, it’s time to define your target audience. At first, analyze the audience that is following you on Instagram. Based on this information, you can more easily target niche audiences and more precisely segment your advertising messages.
When you know which target you want to reach, you need to set the parameters of your Instagram advertisement campaign via the Facebook ad manager out there. There are a number of options for defining your audience based on age, gender, location, interests, etc.
Remember that your target audience, your goal, and the format of your ad are interrelated items. You cannot define a target audience if you do not have a particular goal to reach. And the type of ad you show will depend on your audience and the type of products you want to promote. This first stage of reflection is therefore crucial.
Step #3. Choose The Ad Format
As with any traditional marketing campaign, when you have defined your goals and your audience, it is necessary to choose which type of format is best for promoting your products.
Just like the Instagram posts, the Instagram ads come in several forms as well as sizes. This implies that you will be able to choose the very type of ad that best suits your audience, your goal, and your message. Here is an overview of different ad formats that you can post on Instagram.
Instagram photo and video ads
This format represents the traditional photo or video publication, accompanied by a “sponsored” annotation.
The advantage of this type of Instagram ad lies in the fact that it fits into the news feed of the target audience. But one of the main challenges of this ad type is that it can be difficult to stand out from all social media publications.
You actually have a few seconds to grab the attention of your Instagram audience out there. So you have to make sure that it’s attractive and that it has a real call to action to attract your audience.
Do you want to show your new collection? Or maybe you have a story to tell through beautiful photographs? Bring people into your world with Instagram’s carousel ads.
The IG sponsored stories
Every day, there are more than 400 million people interested in Instagram stories. This means that an Instagram advertising campaign with the story format could give you great visibility.
Step #4: Advertising Design
Once you’ve set your Instagram advertising campaign goal, your target audience, and the advertising format you will use, it’s time to work on creating your message. What tone? What images? Which text? What call to action?
Make your message direct and concise. You have got a split second to actually grab attention if you want to increase brand awareness and reach new audiences, consider including your logo in your ad design. It’s very important to strengthen the recognition of your brand.
CTA in your ad. Whether it’s any type of ad on Instagram, be sure to guide your target audience: towards your website for example with the highlighting of one of your flagship offers.
Step #5. Budget Selection
Budgets will vary from company to company and from campaign to campaign, but if this is your first ad campaign on Instagram, it’s a good idea to start with a budget that’s quite economical. The lessons you will learn from your first campaign will help you refine your budget.
Note that posting ads on Instagram will never cost you more than what you choose to spend. You set your very own budget with the popular Facebook Ad Manager, thus it will never be exceeded out there.
Step #6. Measure the success of the advertising campaign
And again, as for any conventional marketing strategy, it is a question of making a return on the operations put in place in order to be able to measure your success and improve your next campaigns. A successful Instagram advertising campaign will not achieve your chosen goals when launching your campaign.
The statistics that can help you determine if your campaign has been successful come from different locations and it’s worth looking at each of them to evaluate performance.
Facebook Ad Manager: See your campaign results, including reach, impressions, and clicks on links.
The IG Insights: you want to employ the IG Insights to truly see if perhaps your overall engagement, as well as reach, has been improved on your account. Certainly, the number of your fans or your commitment rate has improved since the launch of the campaign.
Website Analysis: You certainly use Google Analytics to track the number of visitors to your site. If you see an increase, especially Instagram traffic, it means your campaign is working well. Do not stop in this good way.
Finally, never forget to create an Excel file to list and record the progress and results of each Instagram campaign. The steps above are what you need to actually come up with your first IG ad as a beginner. It’s your turn!