How Instagram Advertising Works?

How Instagram Advertising Works?

Instagram is the new trend in the market and everyone wants to get on board with it. More than 800 million accounts are in use daily. Instagram provides a platform to tell visual stories and we all love good story. To get the most out of Instagram, you need to understand what all it can offer for you and your business.

The different types of Ads for Instagram are:

Instagram stories ad
Instagram Stories Ad

1. Stories ads

You can complement your feed content with ads on Instagram Stories. Connect with over 500 million accounts using stories daily.

Advantages of stories:

  • More space, fewer distractions – Stories make full use of the mobile screen, offering businesses a beautiful, distraction-less canvas.

Stories help you to achieve:

  • Awareness
  • Recall
  • Purchase lift
  • Sales
  • Reach
  • Traffic
  • Conversion
  • App installs
  • Lead generation

The design requirement for stories are:

  • File type: mp4 or .mov for video and .jpg or .png for image
  • Maximum file size: 4 GB for video and 30 MB for image
  • Length: maximum of 120 seconds for video and image is shown for 5 seconds by default
  • Dimensions: Recommended resolution is 1080 x 1920 and minimum is 600 x 1067
  • Video or Image ratio: 9:16 is recommended
  • Video resolution: 1080 x 1920 minimum
  • Video caption: Not available

It supports the following call to action button:

  • Apply Now
  • Book Now
  • Call Now     
  • Contact Us
  • Download
Instagram Photo Ad

2. Photo ads

Photo ads tell your story through a clean, simple and beautiful creative canvas. Photos can be in square or landscape format.

Advantages of photo ads:

  • It becomes a part of your target audience’s feed and smoothly flows into their account

Disadvantage of photo ads:

  • It can be difficult to stand out from the crowd as you only have fractions of a second to grab the attention of your audience

Photo ads help you to achieve:

  • Reach
  • Traffic
  • Conversions
  • App Installs
  • Lead Generation
  • Brand Awareness
  • Post Engagement
  • Product Catalog Sales
  • Store Visits

The design requirement for photo ads are:

  • File type: .jpg or .png
  • Maximum file size: 30 MB
  • Dimensions: Recommended resolution is 1080 x 1920 and minimum is 600 x 1067
  • Image ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximum (*although Instagram recommends staying below 90 for optimal delivery)
  • Hashtags: 30

It supports the following call to action button:

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Get Directions
  • Learn More
  • Get Showtimes
  • Download
Instagram Video Ad

3. Video ads

Get the same visually immersive quality as photo ads, with the added power of sight, sound and motion. And now, you can share videos that are up to 60 seconds long in landscape or square format. After investing a lot of resources in making a video, you should reach enough audience to get the returns. Video ads helps you to reach more views for your video.

Video ads help you to achieve:

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • Brand Awareness
  • Post Engagement
  • Store Visits

The design requirement for video ads are:

  • File type: mp4 or .mov
  • Maximum file size: 4 GB
  • Length: maximum 60 seconds
  • Video ratio: 4:5 minimum, 16:9 maximum
  • Video resolution: 1080 x 1080 pixels minimum
  • Video captions: optional
  • Hashtag: 30

It supports the following call to action button:

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Download
Instagram Carousel Ad

4. Carousel ads

Add another layer of depth to campaigns, where people can swipe to view additional photos or videos in a single ad. It supports as many as 10 images in a single ad. This helps you to build a picture story for your audience.

Carousel ads help you to achieve:

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • Brand Awareness
  • Product Catalog Sales

The design requirement for carousel ads are:

  • File type: .jpg or .png
  • Maximum file size: 30 MB
  • Dimensions: Recommended resolution is 1080 x 1920 and minimum is 600 x 1067
  • Image ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximum (*although Instagram recommends staying below 90 for optimal delivery)
  • Hashtags: 30

It supports the following call to action button:

  • Apply Now
  • Book Now
  • Call Now
  • Contact Us
  • Download

5. Collection ads

You can use collection to visually inspire and help your audience discover, browse and purchase products. Tell an integrated story with a product or lifestyle focus, through video, images or both.

Collection ads help you to achieve:

  • Reach
  • Brand awareness
  • Traffic
  • Conversions
  • Lead Generation
  • Post engagement
  • Video views
  • Store visits

The design requirement for collection ads are:

  • Minimum Image Width: 400 pixels
  • Minimum Image Height: 150 pixels

It supports the following call to action button:

  • Apply Now
  • Book Now
  • Contact Us

Using Instagram advertising, the following objectives can be achieved:

Instagram advertising is often utilized to grow brand exposure, website traffic, generate new leads, and move current leads down the funnel (and hopefully towards converting).

Awareness

Drive awareness of your business, product, app or service.

  • Reach – It will maximize how many people see your ads
  • Brand awareness – This will try to show your ads to more potential people likely to be interested
  • Local awareness

Consideration

Make potential customers more aware of your products or services.

  • Website clicks – This helps to increase the traffic to your website
  • Video views – This helps to increase the number of views for your video. It will help in getting back your investment in making a video by inviting people to watch the video
  • Reach and frequency – It will maximize how many people see your ads

Conversion

Increase product sales, mobile app downloads and even visitors to your shop.

  • Website conversions – It will help in driving your leads to take action and convert on your website
  • Mobile app installs – This will help you to get more app installs for you

Instagram does well to serve today’s business. However, it has a higher proportion of younger audience. If you are a brand who cater to the young generation then Instagram is a platform which you should definitely not miss. However, it is also worth noting that more and more people are adopting Instagram which is helping businesses to target audience above 35 years of age.

Using the targeting tools present in the Facebook Ad manager, you can carefully craft your target audience and run it for a couple of days to understand how effective Instagram is for your business. If you have used the Facebook Ad manager then it will be very easy for you to set-up campaigns on Instagram.

Instagram uses the same Ad manager as Facebook. However, Instagram generally tends to give you a higher engagement and this results in higher pricing than Facebook.

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