Instagram Ads Guide: The Complete Guide to Make Your Business More Successful

Business ads (adverts) are on every social media space. A couple of years back, without Facebook, businesses may have to forget about social media advertisements. But With over 500 million accounts on Instagram viewing stories daily, Instagram is now the new hub of social media marketing.

Instagram ads are one of the few with the fastest-growing media presence in the world today. But only a few people really know how they work. This article discusses what every business must know about advertising on IG.


Table of Contents

  1. Understanding the True Meaning of IG Ads as A Beginner
  2. Why You Should Be Using IG Advertising
  3. How Much Do IG Ads Cost
  4. Types of IG Ads
  5. IG Ad Campaign Objectives
  6. How to Advertise on Instagram Right from The App
  7. How to Advertise on IG Using Facebook Ads Manager
  8. IG Ad Formats
  9. IG Ad Tips and Best Practices
  10. FAQ Section

Understanding the Meaning of Instagram Ads as a Beginner

Instagram advertising is simply paying to post sponsored content on users’ Instagram feed. These contents are not very different from other IG posts, but they always have a sponsor label. And may come with a call-to-action button.

Instagram ads include all the posts a business uses to grow her brand exposure, generate leads, and website traffic on IG. These posts range from simple product advert, information, and promotional description. 

Attention: According to a study, 72% of Instagram users have made a product purchase after seeing it on the app. 

The ROI generated by Instagram ads has reinforced the need for brands to hire experts when necessary. This has led to the popularity of the question: How to advertise on Instagram?

Why You Should Consider Advertising on Instagram

Every business wants to make a profit and this is why many have turned to use Instagram ads. In a survey conducted by IG, 60 percent of people

Understanding the Meaning of Instagram Ads as a Beginner

Instagram advertising is simply paying to post sponsored content on users’ Instagram feed. These contents are not very different from other IG posts, but they always have a sponsor label. And may come with a call-to-action button.
Instagram ads include all the posts a business uses to grow her brand exposure, generate leads, and website traffic on IG. These posts range from simple product advert, information, and promotional description.
Attention: According to a study, 72% of Instagram users have made a product purchase after seeing it on the app.
The ROI generated by Instagram ads has reinforced the need for brands to hire experts when necessary. This has led to the popularity of the question: How to advertise on Instagram?

Why You Should Consider Advertising on Instagram

Every business wants to make a profit and this is why many have turned to use Instagram ads. In a survey conducted by IG, 60 percent of people say they discover new products on the platform, and 75 take action after being inspired by a post.
This is enough evidence that advertising on Instagram can inspire a significant ROI. But there are more benefits attached to using Instagram advertising campaigns. Here are some of them.

#1. More Audience

IG announced in 2018 that it has reached the 1billion monthly active user mark. This is about 10 times growth compared to what it was in June 2013. Instagram advertising provides an opportunity to reach out to a larger audience without having to use multiple platforms.

#2. Highly Integrative

IG is integrated with Facebook ads, meaning that brands can advertise on instagram to operate superior content customization and enjoy diverse formatting tools. More so, IG can easily integrate Shopify, allowing brand’s sell their products instantly.

#4. Not Intrusive

Instagram advertising is not very different from other regular posts on the platform. As a matter of fact, IG adverts are less intrusive and easy to understand by every IG user.

#5. High Engagement Rate

IG Engagement rate is higher than the engagement rate on any other digital ad placement. An average engagement rate on a branded IG post is 4.3 percent which is almost four times higher than Facebook.

#6. Results

Ad recalls from IG is 2.8 times higher than those of other digital platforms. With the number of active users on IG, brands can reach out to a lot of potential customers.

How Much Do Instagram Ads Cost?

The cost of an Instagram advertisement is not fixed as it is done on some other social media platforms. On IG, the cost of an advert is influenced by any of the following factors

  • Ad placement
  • Targeting
  • Ad format
  • The period of the year
  • Instagram Ads campaign optimization
  • Campaign budget
  • How the brand bids for the Campaign
  • Brand’s Niche

In addition to these, there are a few benchmarks offering some information about what Instagram ads cost.
Warning: The average cost-per-click on Instagram is $0.08. However, this price may be higher or lower depending on the niche of the product, the CPC age group, and gender.
Instagram ads cost more than most digital platforms. For instance, a placement on Instagram is costlier than other social media apps. The cost of an Instagram ad campaign can range from anywhere between $0.02 to $2 per click.
But Instagram marketing is so beneficial that the spending on this ad platform will continue to increase.

Types of IG Ads

Before advertisers create Instagram ads, it is expedient that they know what they want. Understanding the right type of ad to use is the first step towards succeeding in the advertising endeavor. The most common Instagram ads are:

  • Stories
  • Photo
  • Video
  • Carousel
  • Collection
  • Explore
  • IGT
  • Instagram Shopping
  • Slideshow
  • Instagram lead

#1. Stories Ad

This type of Instagram Ad leverages people’s passion to motivate them to act in ways the writer wants. According to IG, one in five stories generates a direct message from viewers. Stories ad usually contains a sponsored label on the top, right corner of the Instagram post. This will help the audience identify what it really is (an advert). Stories ads have the following benefits

  • Brand awareness
  • Conversion
  • Content views
  • Reach
  • Lead Generation
  • Traffic
  • App installs

#2. Photo Ad

A photo Ad usually contains an image, ad copy, and a call-to-action button. This type of Instagram advertising is not selective since it can be used for all kinds of advertising. Instagram recommends only two photo sizes (1080 X 1080 or 1200 X 628 pixels) and photo format (jpg or png) for adverts. Here are a few benefits for using photo ad:

  • Attract engaged traffic
  • Easy to understand
  • Operates on cost-per-click
  • Ad materials can be reused
  • Conversion
  • Traffic

#3. Video Ad

Videos are currently the most fashionable way to explain a product or engage users. Online, video viewing takes more than an hour of our day, and 50% of all internet traffic. It gets all the attention it needs by just appearing on users’ Instagram timeline. Some of the benefits of Instagram video ads are

  • Reach and frequency
  • Mobile app engagement
  • Website conversion
  • Click to website
  • Video views

#4. Carousel Ad

This type of ad involves the use of special tools to create content that can display up to 10 images or videos inside a single ad. Carousel ads are usually identified by small dots under the image or video. The dots are telling the audience that there is more than one image on the IG ad. Here are a few reasons why advertise on instagram with carousel ads are great

  • Conversion
  • Video view
  • step by step illustration
  • Low cost
  • More engagement
  • Promote Brand’s creativity
  • Traffic

#5. Collection Ads

These types of ads contain a swipeable carousel display of images that facilitates browsing multiple products from a single brand at the same time. Collection ads allow customers to go through many products while on the same Instagram feed. Here are some of the objectives of collection ads

  • Traffic
  • Catalog sales
  • Store visit
  • Conversion

#6. Explore Ads

These ads are found under the Instagram explore tab. Explore ads attract viewers who are visiting the explore page looking for an image or video. Here are some of the objectives for using explore ads

  • Conversion
  • Traffic
  • Reach
  • Messages
  • Video view

#7. IGTV Ads

IGTV is one of the most interesting tools on Instagram. The social media brand recently announced that it will offer advertising on IGTV. These adverts appear when a user clicks to watch IGTV from the preview button on their app. They are usually mobile optimized and they don’t last for more than 15 seconds.

  • Link clicks
  • Post engagement
  • Conversion
  • Reach

#8. Instagram Shopping Ads

These types of ads take shoppers directly to a product description page without having to leave IG. Viewers can make purchases from the page they are directed to. Here are some of the objectives of Instagram shopping ads

  • Brand awareness
  • Post engagement
  • Link clicks
  • Conversion
  • Traffic

#9. Slideshow Ads

This type of ad is used to create a looping video. Slideshow ads are a combination of up to 10 images and music. They are similar to carousel ads but the latter does not contain music. Here are a few benefits of slideshow ads

  • Video-sized impact
  • Conversion
  • Traffic
  • Post engagement
  • Brand awareness

#10. Instagram Lead Ads

This type of lead allows the advertiser to collect relevant data from his or her audience without leaving IG. When people click a lead ad, they are directed to a page with a lead form. The form will require the viewer to submit some personal information like name, email address, and telephone number. Instagram lead ads objectives include

  • Direct marketing campaign
  • Conversion
  • Traffic
  • Brand awareness
  • Messages
  • Reach

What Are IG Ad Campaign Objectives?

Every marketing campaign is designed to ensure the brand makes a profit one way or the other. To achieve this, most brands are running campaigns on both digital and non-digital platforms.
However, Instagram ad campaigns are still very popular because they facilitate multiple campaign objectives which include

  • Brand awareness
  • Conversion
  • Traffic
  • App Installs
  • Engagement
  • Lead generation
  • Message
  • Video views

#1. Brand Awareness

Brand awareness is simply the extent to which customers recognize a company or brand. It measures a potential customer’s ability to recognize a brand image, and also associate it with a certain company’s product or service. Instagram ads promote brand awareness in a way that is not offensive to users.

Most digital marketing enthusiasts believe Instagram promotes products better because it does not appear too salesy. The ads don’t give too much away. Instagram ads Improve brand awareness through creative and professional content.

#2. Conversion

Conversion basically means successfully achieving the desired goal for creating an IG ad. It occurs when there is completion of instructions or actions by an ad viewer. Depending on the purpose of the ad, the conversion may include any of the following

  • Email signups
  • Purchase
  • Lead
  • Form completion

Unlike most Instagram ad campaign objectives, conversion requires constant tracking. To improve the conversion rate, it is advised that the brand go adopt the conversion rate optimization (CRO) process.

#3. Traffic

Instagram ads are also great for driving traffic to a brand’s website. The easiest way to advertise on instagram is to use the link-in-bio tactic. Instagram provides one clickable link in every user’s bio, thus, making good use of it is necessary.

#4. App Installs

Instagram facilitates app installs in many ways. For instance, IG encourages viewers to take an action with the word GET for app ads. Brands can also motivate viewers to download apps using Instagram carousel, collection, and stories ads.
In fact, it has a feature that puts up mobile app install ads and mobile app engagement app, encouraging users who already have a brand’s app to go see it again.

#5. Engagement

Brands are always trying to engage their customers with the newest products or information. All marketing campaigns cut across this function one way or the other. But to achieve this objective, the business must see how to reach a large group of people at a relatively low Instagram ads cost.
It is at this point that IG is crucial. One could get more engagement on the platform than on any other social media ad. A branded Instagram post engagement rate is four times higher than any other platform.

#6. Lead Generation

Lead generation a lot more effective when it is only a part of the brand’s overall market strategy. This does not mean lead generation cannot be used on its own. We are just saying it is safer and more effective when it is complemented by others.

#8. Message

Direct messages between a brand and its customers are very important. Some Instagram ads are created to encourage customers to err their views about a particular product or service. With the amount of active Instagram users, the platform is the best to reach plenty of customers at once. This is good for improving customer satisfaction.
Information: Today, brands have created different types of feedback systems because customers have understood the power they possess. Businesses are willing to relate with customers on a more personal level.

#9. Video View

Most brands have realized the huge potentials of video content. If there is anywhere such content would thrive more, then it is on IG. The app is designed to aid visual content without having to click on them.
With Instagram video ads, brands can promote their content fast. Sponsored Instagram videos generate 3x more comments than sponsored IG photos. An Instagram video ad conversion is higher than most other types of ads.

How to Advertise on Instagram Right from the App?

One of the most common questions among businesses using IG is, “how to create Instagram ads?” Users can start their IG advertising journey by promoting an existing post on their profile. This feature is very similar to the boost option for a Facebook ad.
One can Instagram boost or promote a post that is already generating comments, likes, and repost is very easy on this app. However, IG only allows business or creator accounts to use this feature.
Simply open either of the two accounts to unlock the endless possibilities on IG ad. After this, users can return to the initial post and click promote to get it started.

How to Advertise on Instagram Using Facebook Ad Manager?

Most people that are asking how to advertise on Instagram expect to start and finish the journey using an Instagram ads manager, but that’s not the case. Both IG and Facebook adverts are not dependent on different tools. They are managed on a robust tool known as Facebook Ad Manager.
This is the tool that helps users to make, edit, and analyze paid promotional campaigns on the app. Facebook ad manager has been improved especially with the addition of power-editor to it.
IG is connected to Facebook in a way that allows users to create Instagram ads using the Facebook ad manager. This section describes the steps on how to advertise on Instagram using Facebook ad manager.

#1. Connect Instagram Account to Facebook

Linking an Instagram account to Facebook is very straightforward. Users can do so using this short guide

  • Open the IG account and visit the profile page
  • Tap setting and select account.
  • Tap account, then linked account
  • Click on Facebook and enter Facebook login details

Immediately this process is concluded, users can begin to share a post to Facebook from the same screen. Users can also use the feature for any Facebook page they are managing.

#2. Set Up the Target Audience

Facebook ad manager allows brands to configure their target users using any of the following classifications

  • Location allows brands to reach users by state, locality, zip code, country, etc. A more specific criterion like targeting based on where they work vs. where they live can also be used.
  • Demographics includes data relating to a population, like age, sex, income, marital status, etc. On Facebook, there are great demographic options for advertising.
  • Interest is important in defining the target audience. For instance, a brand that sells luxury cars might focus on celebrities. This type of marketing focuses on a group of people that are likely to be interested in the product.
  • Behaviors involve the use of Facebook Pixel to target users. Pixel is a piece of code that tracks user behavior. And allow brands to display adverts to people whose behaviors conform to the campaign objective.
  • Automatic Optimization is necessary for enhancing the brand’s target users. All the company needs to do is use the demographic and target options above to zero-in on an audience that is perfect for the brand.

#3. Create an IG Ad Campaign with Facebook Ad Manager

To start an IG ad, it is advised that users begin with the Facebook ads manager. Visit the tool and select IG as a placement. It is not mandatory to be logged into IG during the process. Follow these steps to complete the ad creation:

  1. Prepare images or vids where necessary
  2. Visit Ad manager
  3. Click on create an ad
  4. Choose IG as an adult placement
  5. Fill other details
  6. Select the type of placement
  7. Click the continue button.

#4. Placement

There are two types of ad placement depending on the campaign objective. It is important that brands use the one that works for that particular ad campaign. The two placement options are

  • Automatic Placement: But using this option, ads will be automatically displayed where it will perform best. This allows ads to be displayed across multiple platforms to reach the right targets.
  • Manual Placement: In this case, brand’s manually set where they want their ad to appear. If the ad is only for IG users, they can ensure the ad is limited to it.

#5. Set an IG Ad Budget and Schedule

Creating an Instagram advertising campaign budget and schedule is not as difficult as many people think. To prepare this, visit the budget & schedule section while running an IG campaign setup process.

There are two types of Instagram ad budget to select from and they include

  • Daily budget: This contains how much a user is willing to spend for ad delivery on a daily basis until the end of the campaign. Daily budget requires users to set an average amount to be paid to Facebook every day.
  • Lifetime budget: This is the total amount users are willing to spend on a single Instagram ad campaign. Once any of the two is selected, they can be changed so long as the campaign is yet to start.

#6. Prepare an IG Ad Set

All ad campaigns are made up of ad sets. To create Instagram ads sets, users must select their audience characteristics first. Having done that, they can continue the process with these steps

  1. Name the ad set
  2. Select the Facebook page to be promoted
  3. Select audience
  4. Select placement (manual or automatic)
  5. Select optimization event for ad delivery
  6. Choose cost control
  7. Set ad spend limit
  8. Set a schedule for how long the as will run
  9. Choose the time, days, hours the ad will run
  10. Choose delivery type

#7. Optimize and Analyze IG Ad

Instagram Ads are better when they are optimized. This process ensures that they reach the target users. To optimize an Instagram ad, use the following features

  • Promote best content
  • Improve targeting
  • Add call-to-action button
  • Promote with video

To analyze an IG ad, visit the insight section by clicking view insights. On the new page, Instagram will display the most important IG Ad KPI. However, what is displayed depends on the objective for creating the ad in the first place. The result will include

  • Amount of interaction
  • Website visit
  • Reach
  • Follow

IG Ad Formats

IG uses a range of ad formats for every unique ad an advertiser wants to create. In his section, will be information through the description, technical requirement, and supported objective for the following ads:

  • Image feed ad
  • Image story ad
  • Video feed ad
  • Video story ad
  • Carousel ad
  • Canvas ad

#1. Image Feed Ad

An image ad includes any image that promotes a business, brand, or product. These images can be a static image, animated image, or clash format image. Image ads can appear on webpages and any other place in the display Network.
Image ads are accompanied by some text instructions, stating the real purpose of the ad. For instance, here is an example of an image ad encouraging people to purchase immediately.

Technical Requirements

  • File type: Jpg or Png
  • Maximum File Size: 30 MB
  • Minimum Image Width: 600 pixels
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximums (note, IG recommends staying below 90 for optimal delivery)
  • Hashtag Number: 30 maximums, but comments can be added.

Supported Objective

  • Brand promotion
  • Increase catalog sales
  • Increased conversion rate
  • Facilitates app install
  • Generate good leads

#2. Image Story Ad

This is not different from the image Feed Ad except that it has a story. Like a story ad, this type of ad is signed to appeal to people’s passion. But in this case, it is done complemented with single images.
Since Instagram announced the release of full-screen, vertical story ads in March 2021, this type of ad has grown immensely.
Warning: A study on IG revealed that more than 400 million IG accounts leverage on stories. These accounts which comprise both businesses and individuals use stories to thrill their target users.

Technical Requirements

  • File type: Jpg or Png
  • Maximum File Size: 30 MB
  • Image Ratio: 9:16 recommended
  • Minimum Image Width: 600 pixels
  • Hashtag Number: 30 maximums; but comments can be added.

Supported Objective

  • Expand business reach
  • Drives traffic to website
  • Generate response from audience
  • Lead Generation

#3. Video Feed Ad

Video ads are arguably the most effective type of ad in the world today. According to a study, 51% of marketing professionals worldwide name video as the type of content with the best ROI.
IG videos are different because they are standardized. IG videos must meet the following criteria:

  • Vids should be created using H.264 compression
  • Fixed frame rate
  • Square pixel
  • Progressive scan
  • Stereo AAC audio compression at 128kbps

Technical Requirements

  • Resolution: 1080 x 1080 pixels (at least)
  • Maximum file size: 4GB
  • Ratio: 4:5 minimum,16:9 maximum
  • Duration: 60 seconds maximum
  • Captions: optional
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 125 characters maximum recommended
  • Hashtag Number: 30 maximums (allows additional in the comments)

Supported Objectives

  • Generates traffic using link click
  • Increases business reach
  • Lead Generation
  • It grows brand awareness
  • Post Engagement
  • Great for store visit
  • Generates high conversion

#4. Video Story Ad

These are videos telling the advertisers’ story. IG Stories Video are full screen vertical ads that can last up to 120 seconds and appear between viewers’ IG Stories. Most video ads last up to 15 seconds or less.
However, Ads that are more than 15 seconds will be split into separate cards. IG displays these types of ads in batches, with a ‘keep watching’ tool

Technical Requirements

  • Resolution: 1080 x 1920 pixels (at least)
  • Maximum file size: 4GB
  • Ratio: 9:16 maximum
  • Duration: 15 seconds maximum
  • Captions: not available

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • App Installs

#5. Carousel Feed Ad

This ad combines multiple videos and images into a single as. Since they are visually appealing and interactive, these ads are preferred for promoting the business. Carousel ads can drive traffic to a website 10 times higher than a standard sponsored IG post.
The carousel format allows to choose from up to 10 images within a single ad, each with its own link. Carousel ads promote a 72% higher click-through rate.

Technical Requirements

  • File type: jpg or png
  • Maximum file size: 30MB
  • Minimum Image Width: 600 pixels
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximums
  • Duration: 60 seconds maximum
  • Hashtag Number: 30 maximums, but users can add additional in the comments)

Supported Objectives

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

#6. Canvas Ad

This is a full-screen ad that allows advertisers to deliver immersive and interactive content. These ads are hosted on Facebook and they do not require leaving one app to view content. Canvas is great for most objectives since it is designed to soothe multiple advertising formats.
According to a study, 53% of users that open a Canvas ad view at least half of it, and the average view time per ad is a shocking 31 seconds. Canvas ads appeal to viewers in ways that make them want to continue looking at the ad.

Technical Requirements

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

Supported Objectives

  • One of the best tools for growing business reach
  • Promote brand identity
  • Generate traffic
  • It facilitates Pl conversions
  • Great for lead generation
  • Post Engagement
  • Video Views
  • Store Visits

Discover the Best Tips and Practice for Instagram Advertising

Instagram Ads are a no brainer when everything is done right. Most times, the brand’s expectations are not met because there was no strict adherence to Instagram Advertising tips and practice. Here are some tips and practice to try anytime

#1. Know Your Audience

Understanding that ad campaigns are not for everyone is the first step to becoming successful. The reason for selecting a target audience is to ensure the ad is delivered to those who will respond appropriately.
Information: Before choosing an audience, find out more about them. Know why they are different from others. If it is a group, consider the shared characteristics of members in the group.

#2. Instill Each Ad with Personality

The reason why some ads get more attention than others is that they appeal to their audience’s sentiments. Before placing an ad, run some simple tests on how forceful the ad message is.
Users could also create Instagram ads that are entirely different from what they’ve been using. Unique content can keep the audience on a particular ad for a longer period.

#3. Use Text Wisely

In Instagram advertising, text arrangements and usage can improve or reduce the value of the message. Fonts, text size, characters must all be suitable for the ad. Advertise on Instagram, but make sure each text conveys the right idea in the right position.

#4. Make Sure Ad is Relevant

Relevance is key to the success of an ad. How important is the message to the target audience? Is it something they can’t afford to miss out on? Putting up an ad that does not promise the audience some kind of value is useless.

#5. Run a Contest

Customers can be thrilled with information about an open contest, especially when there is a prize reserved for the winner. Big brands are using contests to keep their customers around. All that is needed to keep customers engaged always.

#6. Engage

Every ad is created with a unique scent of its own. Since it needs to engage the audience, it must create an atmosphere that encourages it. Ads can facilitate engagement through the following ways:

  • New information including promotion offers
  • Fun video content
  • Announcement of contest
  • New brand policy

#7. Test, Measure and Optimize

Ads should go through several reviews before they are published. This will enable advertisers to make corrections where necessary. In testing an ad, consider the following factors

  • Location of the call-to-action (CTA)
  • Color of the button
  • Image used in the background
  • Color of text
  • Headline

When all of these have been reviewed, the advertiser can go on with the optimization process.

FAQ

Are IG Ads Worth it?

Instagram ads are attracting millions of businesses around the globe. The fact that both small, medium, and big brands are advertising on Instagram shows how effective ads on Instagram can be.
Attention: As of 2021, IG’s potential advertising has reached 843.9 million users. This represents a 5.9% quarter-on-quarter increase in advertising reach from what we saw in 2019.

How Can I Advertise for Free on Instagram?

Running ads for free on Instagram is already popular. All the advertiser needs are a Facebook page to run ads and a free business profile on Instagram. After this, proceed to the ad manager and do the following

  • Select ad objective
  • Choose a target audience
  • Format the ad
  • Share the post

However, users may choose to create Instagram ads using existing posts from the advertiser’s profile.

Do IG Ads Get You Followers?

One of the reasons why ads on Instagram are preferred is because the platform makes it easier to reach more people. All that is needed is great content and the right target audience. 200 million Instagram users visit at least one business profile daily.
This is a good chance that a stranger might come across a brand’s ad on Instagram than any other platform. Instagram introduces the brand to people who might not even know the business exists.

Are Facebook Or IG Ad Better?

Facebook and Instagram ads are both effective. However, one can be better than the other depending on the brand’s objectives. For instance, Facebook is better for direct response advertising while Instagram is better for brand marketing.
More so, even though Facebook has more users, Instagram is more common among young people. A company that wants to sell its product to the youth will be making a mistake if it concentrates on Facebook.
The truth is, both platforms are great. We just need to avoid sentiments when deciding which is best for a particular ad campaign.

Summing It Up

Instagram Ad is currently the fastest rising social media marketing hub, and almost as viable as Facebook. Today, big brands are making significant efforts in putting up great Instagram ads. There is even more. Instagram is now a market space for startups and growing brands.
To get started, choose the type of Instagram ad, select an audience, and tell the world a great story. Don’t let this opportunity get away. All that is needed is time, concentration, and effort. Please leave a comment for more information. say they discover new products on the platform, and 75 take action after being inspired by a post.

This is enough evidence that advertising on Instagram can inspire a significant ROI. But there are more benefits attached to using Instagram advertising campaigns. Here are some of them.

#1. More Audience

IG announced in 2018 that it has reached the 1billion monthly active user mark. This is about 10 times growth compared to what it was in June 2013. Instagram advertising provides an opportunity to reach out to a larger audience without having to use multiple platforms.

#2. Highly Integrative

IG is integrated with Facebook ads, meaning that brands can advertise on instagram to operate superior content customization and enjoy diverse formatting tools. More so, IG can easily integrate Shopify, allowing brand’s sell their products instantly.

#4. Not Intrusive

Instagram advertising is not very different from other regular posts on the platform. As a matter of fact, IG adverts are less intrusive and easy to understand by every IG user.

#5. High Engagement Rate

IG Engagement rate is higher than the engagement rate on any other digital ad placement. An average engagement rate on a branded IG post is 4.3 percent which is almost four times higher than Facebook.

#6. Results

Ad recalls from IG is 2.8 times higher than those of other digital platforms. With the number of active users on IG, brands can reach out to a lot of potential customers.

How Much Do Instagram Ads Cost?

The cost of an Instagram advertisement is not fixed as it is done on some other social media platforms. On IG, the cost of an advert is influenced by any of the following factors.

  • Ad placement
  • Targeting 
  • Ad format
  • The period of the year
  • Instagram Ads campaign optimization
  • Campaign budget
  • How the brand bids for the Campaign
  • Brand’s Niche

In addition to these, there are a few benchmarks offering some information about what Instagram ads cost.

Warning: The average cost-per-click on Instagram is $0.08. However, this price may be higher or lower depending on the niche of the product, the CPC age group, and gender. 

Instagram ads cost more than most digital platforms. For instance, a placement on Instagram is costlier than other social media apps. The cost of an Instagram ad campaign can range from anywhere between $0.02 to $2 per click. 

But Instagram marketing is so beneficial that the spending on this ad platform will continue to increase.

Types of IG Ads

Before advertisers create Instagram ads, it is expedient that they know what they want. Understanding the right type of ad to use is the first step towards succeeding in the advertising endeavor. The most common Instagram ads are:

  • Stories
  • Photo 
  • Video 
  • Carousel 
  • Collection 
  • Explore 
  • IGT 
  • Instagram Shopping 
  • Slideshow 
  • Instagram lead 

#1. Stories Ad

This type of Instagram Ad leverages people’s passion to motivate them to act in ways the writer wants. According to IG, one in five stories generates a direct message from viewers. Stories ad usually contains a sponsored label on the top, right corner of the Instagram post. This will help the audience identify what it really is (an advert). Stories ads have the following benefits.

  • Brand awareness
  • Conversion
  • Content views
  • Reach
  • Lead Generation
  • Traffic
  • App installs

#2. Photo Ad

A photo Ad usually contains an image, ad copy, and a call-to-action button. This type of Instagram advertising is not selective since it can be used for all kinds of advertising. Instagram recommends only two photo sizes (1080 X 1080 or 1200 X 628 pixels) and photo format (jpg or png) for adverts. Here are a few benefits for using photo ad:

  • Attract engaged traffic
  • Easy to understand
  • Operates on cost-per-click
  • Ad materials can be reused
  • Conversion
  • Traffic

#3. Video Ad

Videos are currently the most fashionable way to explain a product or engage users. Online, video viewing takes more than an hour of our day, and 50% of all internet traffic. It gets all the attention it needs by just appearing on users’ Instagram timeline. Some of the benefits of Instagram video ads are

  • Reach and frequency
  • Mobile app engagement
  • Website conversion
  • Click to website
  • Video views

#4. Carousel Ad

This type of ad involves the use of special tools to create content that can display up to 10 images or videos inside a single ad. Carousel ads are usually identified by small dots under the image or video. The dots are telling the audience that there is more than one image on the IG ad. Here are a few reasons why advertise on instagram with carousel ads are great

  • Conversion
  • Video view
  • step by step illustration
  • Low cost
  • More engagement
  • Promote Brand’s creativity
  • Traffic

#5. Collection Ads

These types of ads contain a swipeable carousel display of images that facilitates browsing multiple products from a single brand at the same time. Collection ads allow customers to go through many products while on the same Instagram feed. Here are some of the objectives of collection ads

  • Traffic
  • Catalog sales
  • Store visit
  • Conversion

#6. Explore Ads

These ads are found under the Instagram explore tab. Explore ads attract viewers who are visiting the explore page looking for an image or video. Here are some of the objectives for using explore ads

  • Conversion
  • Traffic
  • Reach
  • Messages
  • Video view

#7. IGTV Ads

IGTV is one of the most interesting tools on Instagram. The social media brand recently announced that it will offer advertising on IGTV. These adverts appear when a user clicks to watch IGTV from the preview button on their app. They are usually mobile optimized and they don’t last for more than 15 seconds.

  • Link clicks
  • Post engagement
  • Conversion
  • Reach

#8. Instagram Shopping Ads

These types of ads take shoppers directly to a product description page without having to leave IG. Viewers can make purchases from the page they are directed to. Here are some of the objectives of Instagram shopping ads

  • Brand awareness
  • Post engagement
  • Link clicks
  • Conversion
  • Traffic

#9. Slideshow Ads

This type of ad is used to create a looping video. Slideshow ads are a combination of up to 10 images and music. They are similar to carousel ads but the latter does not contain music. Here are a few benefits of slideshow ads

  • Video-sized impact
  • Conversion
  • Traffic
  • Post engagement
  • Brand awareness

#10. Instagram Lead Ads

This type of lead allows the advertiser to collect relevant data from his or her audience without leaving IG. When people click a lead ad, they are directed to a page with a lead form. The form will require the viewer to submit some personal information like name, email address, and telephone number. Instagram lead ads objectives include

  • Direct marketing campaign
  • Conversion
  • Traffic
  • Brand awareness
  • Messages 
  • Reach

What Are IG Ad Campaign Objectives?

Every marketing campaign is designed to ensure the brand makes a profit one way or the other. To achieve this, most brands are running campaigns on both digital and non-digital platforms.  

However, Instagram ad campaigns are still very popular because they facilitate multiple campaign objectives which include

  • Brand awareness
  • Conversion
  • Traffic
  • App Installs
  • Engagement
  • Lead generation
  • Message
  • Video views

#1. Brand Awareness

Brand awareness is simply the extent to which customers recognize a company or brand. It measures a potential customer’s ability to recognize a brand image, and also associate it with a certain company’s product or service. 

Instagram ads promote brand awareness in a way that is not offensive to users. Most digital marketing enthusiasts believe Instagram promotes products better because it does not appear too salesy. The ads don’t give too much away. Instagram ads Improve brand awareness through creative and professional content.

#2. Conversion

Conversion basically means successfully achieving the desired goal for creating an IG ad. It occurs when there is completion of instructions or actions by an ad viewer. Depending on the purpose of the ad, the conversion may include any of the following

  • Email signups
  • Purchase
  • Lead
  • Form completion

Unlike most Instagram ad campaign objectives, conversion requires constant tracking. To improve the conversion rate, it is advised that the brand go adopt the conversion rate optimization (CRO) process.

#3. Traffic

Instagram ads are also great for driving traffic to a brand’s website. The easiest way to advertise on instagram is to use the link-in-bio tactic. Instagram provides one clickable link in every user’s bio, thus, making good use of it is necessary. 

#4. App Installs

Instagram facilitates app installs in many ways. For instance, IG encourages viewers to take an action with the word GET for app ads. Brands can also motivate viewers to download apps using Instagram carousel, collection, and stories ads.

In fact, it has a feature that puts up mobile app install ads and mobile app engagement app, encouraging users who already have a brand’s app to go see it again.

#5. Engagement

Brands are always trying to engage their customers with the newest products or information. All marketing campaigns cut across this function one way or the other. But to achieve this objective, the business must see how to reach a large group of people at a relatively low Instagram ads cost.

It is at this point that IG is crucial. One could get more engagement on the platform than on any other social media ad. A branded Instagram post engagement rate is four times higher than any other platform.

#6. Lead Generation

Lead generation a lot more effective when it is only a part of the brand’s overall market strategy. This does not mean lead generation cannot be used on its own. We are just saying it is safer and more effective when it is complemented by others.

#8. Message

Direct messages between a brand and its customers are very important. Some Instagram ads are created to encourage customers to err their views about a particular product or service. With the amount of active Instagram users, the platform is the best to reach plenty of customers at once. This is good for improving customer satisfaction.

Information: Today, brands have created different types of feedback systems because customers have understood the power they possess. Businesses are willing to relate with customers on a more personal level.

#9. Video View

Most brands have realized the huge potentials of video content. If there is anywhere such content would thrive more, then it is on IG. The app is designed to aid visual content without having to click on them.

With Instagram video ads, brands can promote their content fast. Sponsored Instagram videos generate 3x more comments than sponsored IG photos. An Instagram video ad conversion is higher than most other types of ads.

How to Advertise on Instagram Right from the App?

One of the most common questions among businesses using IG is, “how to create Instagram ads?” Users can start their IG advertising journey by promoting an existing post on their profile. This feature is very similar to the boost option for a Facebook ad.

One can Instagram boost or promote a post that is already generating comments, likes, and repost is very easy on this app. However, IG only allows business or creator accounts to use this feature.

Simply open either of the two accounts to unlock the endless possibilities on IG ad. After this, users can return to the initial post and click promote to get it started.

How to Advertise on Instagram Using Facebook Ad Manager?

Most people that are asking how to advertise on Instagram expect to start and finish the journey using an Instagram ads manager, but that’s not the case. Both IG and Facebook adverts are not dependent on different tools. They are managed on a robust tool known as Facebook Ad Manager.

This is the tool that helps users to make, edit, and analyze paid promotional campaigns on the app. Facebook ad manager has been improved especially with the addition of power-editor to it. 

IG is connected to Facebook in a way that allows users to create Instagram ads using the Facebook ad manager. This section describes the steps on how to advertise on Instagram using Facebook ad manager.

#1. Connect Instagram Account to Facebook

Linking an Instagram account to Facebook is very straightforward. Users can do so using this short guide

  • Open the IG account and visit the profile page
  • Tap setting and select account.
  • Tap account, then linked account
  • Click on Facebook and enter Facebook login details

Immediately this process is concluded, users can begin to share a post to Facebook from the same screen. Users can also use the feature for any Facebook page they are managing.

#2. Set Up the Target Audience

Facebook ad manager allows brands to configure their target users using any of the following classifications

  • Location allows brands to reach users by state, locality, zip code, country, etc. A more specific criterion like targeting based on where they work vs. where they live can also be used.
  • Demographics includes data relating to a population, like age, sex, income, marital status, etc. On Facebook, there are great demographic options for advertising.
  • Interest is important in defining the target audience. For instance, a brand that sells luxury cars might focus on celebrities. This type of marketing focuses on a group of people that are likely to be interested in the product.
  • Behaviors involve the use of Facebook Pixel to target users. Pixel is a piece of code that tracks user behavior. And allow brands to display adverts to people whose behaviors conform to the campaign objective.
  • Automatic Optimization is necessary for enhancing the brand’s target users. All the company needs to do is use the demographic and target options above to zero-in on an audience that is perfect for the brand.

#3. Create an IG Ad Campaign with Facebook Ad Manager

To start an IG ad, it is advised that users begin with the Facebook ads manager. Visit the tool and select IG as a placement. It is not mandatory to be logged into IG during the process. Follow these steps to complete the ad creation:

  1. Prepare images or vids where necessary
  2. Visit Ad manager
  3. Click on create an ad
  4. Choose IG as an adult placement
  5. Fill other details
  6. Select the type of placement
  7. Click the continue button.

#4. Placement

There are two types of ad placement depending on the campaign objective. It is important that brands use the one that works for that particular ad campaign. The two placement options are

  • Automatic Placement: But using this option, ads will be automatically displayed where it will perform best. This allows ads to be displayed across multiple platforms to reach the right targets.
  • Manual Placement: In this case, brand’s manually set where they want their ad to appear. If the ad is only for IG users, they can ensure the ad is limited to it.

#5. Set an IG Ad Budget and Schedule

Creating an Instagram advertising campaign budget and schedule is not as difficult as many people think. To prepare this, visit the budget & schedule section while running an IG campaign setup process.

There are two types of Instagram ad budget to select from and they include

  • Daily budget: This contains how much a user is willing to spend for ad delivery on a daily basis until the end of the campaign. Daily budget requires users to set an average amount to be paid to Facebook every day.
  • Lifetime budget: This is the total amount users are willing to spend on a single Instagram ad campaign. Once any of the two is selected, they can be changed so long as the campaign is yet to start.

#6. Prepare an IG Ad Set

All ad campaigns are made up of ad sets. To create Instagram ads sets, users must select their audience characteristics first. Having done that, they can continue the process with these steps

  1. Name the ad set
  2. Select the Facebook page to be promoted
  3. Select audience
  4. Select placement (manual or automatic)
  5. Select optimization event for ad delivery
  6. Choose cost control
  7. Set ad spend limit
  8. Set a schedule for how long the as will run
  9. Choose the time, days, hours the ad will run
  10. Choose delivery type

#7. Optimize and Analyze IG Ad

Instagram Ads are better when they are optimized. This process ensures that they reach the target users. To optimize an Instagram ad, use the following features

  • Promote best content
  • Improve targeting
  • Add call-to-action button
  • Promote with video

To analyze an IG ad, visit the insight section by clicking view insights. On the new page, Instagram will display the most important IG Ad KPI. However, what is displayed depends on the objective for creating the ad in the first place. The result will include

  • Amount of interaction
  • Website visit
  • Reach
  • Follow

IG Ad Formats

IG uses a range of ad formats for every unique ad an advertiser wants to create. In his section, will be information through the description, technical requirement, and supported objective for the following ads:

  • Image feed ad
  • Image story ad
  • Video feed ad
  • Video story ad
  • Carousel ad
  • Canvas ad

#1. Image Feed Ad

An image ad includes any image that promotes a business, brand, or product. These images can be a static image, animated image, or clash format image. Image ads can appear on webpages and any other place in the display Network.

Image ads are accompanied by some text instructions, stating the real purpose of the ad. For instance, here is an example of an image ad encouraging people to purchase immediately.

Technical Requirements

  • File type: Jpg or Png
  • Maximum File Size: 30 MB
  • Minimum Image Width: 600 pixels
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximums (note, IG recommends staying below 90 for optimal delivery)
  • Hashtag Number: 30 maximums, but comments can be added.

Supported Objective

  • Brand promotion
  • Increase catalog sales
  • Increased conversion rate
  • Facilitates app install
  • Generate good leads 

#2. Image Story Ad

This is not different from the image Feed Ad except that it has a story. Like a story ad, this type of ad is signed to appeal to people’s passion. But in this case, it is done complemented with single images.

Since Instagram announced the release of full-screen, vertical story ads in March 2021, this type of ad has grown immensely. 

Warning: A study on IG revealed that more than 400 million IG accounts leverage on stories. These accounts which comprise both businesses and individuals use stories to thrill their target users.

Technical Requirements

  • File type: Jpg or Png
  • Maximum File Size: 30 MB
  • Image Ratio: 9:16 recommended
  • Minimum Image Width: 600 pixels
  • Hashtag Number: 30 maximums; but comments can be added.

Supported Objective

  • Expand business reach
  • Drives traffic to website
  • Generate response from audience
  • Lead Generation

#3. Video Feed Ad

Video ads are arguably the most effective type of ad in the world today. According to a study, 51% of marketing professionals worldwide name video as the type of content with the best ROI.

IG videos are different because they are standardized. IG videos must meet the following criteria:

  • Vids should be created using H.264 compression
  • Fixed frame rate 
  • Square pixel
  • Progressive scan
  • Stereo AAC audio compression at 128kbps

Technical Requirements

  • Resolution: 1080 x 1080 pixels (at least)
  • Maximum file size: 4GB
  • Ratio: 4:5 minimum,16:9 maximum
  • Duration: 60 seconds maximum
  • Captions: optional
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 125 characters maximum recommended
  • Hashtag Number: 30 maximums (allows additional in the comments)

Supported Objectives

  • Generates traffic using link click
  • Increases business reach
  • Lead Generation
  • It grows brand awareness
  • Post Engagement
  • Great for store visit
  • Generates high conversion

#4. Video Story Ad

These are videos telling the advertisers’ story. IG Stories Video are full screen vertical ads that can last up to 120 seconds and appear between viewers’ IG Stories. Most video ads last up to 15 seconds or less.

However, Ads that are more than 15 seconds will be split into separate cards. IG displays these types of ads in batches, with a ‘keep watching’ tool

Technical Requirements

  • Resolution: 1080 x 1920 pixels (at least)
  • Maximum file size: 4GB
  • Ratio: 9:16 maximum
  • Duration: 15 seconds maximum
  • Captions: not available 

Supported Objectives

  • Reach
  • Traffic
  • Conversions
  • Lead Generation
  • App Installs

#5. Carousel Feed Ad

This ad combines multiple videos and images into a single as. Since they are visually appealing and interactive, these ads are preferred for promoting the business. Carousel ads can drive traffic to a website 10 times higher than a standard sponsored IG post. 

The carousel format allows to choose from up to 10 images within a single ad, each with its own link. Carousel ads promote a 72% higher click-through rate.

Technical Requirements

  • File type: jpg or png
  • Maximum file size: 30MB
  • Minimum Image Width: 600 pixels
  • Image Ratio: 4:5 minimum, 16:9 maximum
  • Text length: 2,200 maximums
  • Duration: 60 seconds maximum
  • Hashtag Number: 30 maximums, but users can add additional in the comments)

Supported Objectives

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

#6. Canvas Ad

This is a full-screen ad that allows advertisers to deliver immersive and interactive content. These ads are hosted on Facebook and they do not require leaving one app to view content. Canvas is great for most objectives since it is designed to soothe multiple advertising formats. 

According to a study, 53% of users that open a Canvas ad view at least half of it, and the average view time per ad is a shocking 31 seconds. Canvas ads appeal to viewers in ways that make them want to continue looking at the ad.

Technical Requirements

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

Supported Objectives

  • One of the best tools for growing business reach
  • Promote brand identity
  • Generate traffic
  • It facilitates Pl conversions
  • Great for lead generation
  • Post Engagement
  • Video Views
  • Store Visits

Discover the Best Tips and Practice for Instagram Advertising

Instagram Ads are a no brainer when everything is done right. Most times, the brand’s expectations are not met because there was no strict adherence to Instagram Advertising tips and practice. Here are some tips and practice to try anytime

#1. Know Your Audience

Understanding that ad campaigns are not for everyone is the first step to becoming successful. The reason for selecting a target audience is to ensure the ad is delivered to those who will respond appropriately.

Information: Before choosing an audience, find out more about them. Know why they are different from others. If it is a group, consider the shared characteristics of members in the group.

#2. Instill Each Ad with Personality

The reason why some ads get more attention than others is that they appeal to their audience’s sentiments. Before placing an ad, run some simple tests on how forceful the ad message is. 

Users could also create Instagram ads that are entirely different from what they’ve been using. Unique content can keep the audience on a particular ad for a longer period.

#3. Use Text Wisely

In Instagram advertising, text arrangements and usage can improve or reduce the value of the message. Fonts, text size, characters must all be suitable for the ad. Advertise on Instagram, but make sure each text conveys the right idea in the right position.

#4. Make Sure Ad is Relevant

Relevance is key to the success of an ad. How important is the message to the target audience? Is it something they can’t afford to miss out on? Putting up an ad that does not promise the audience some kind of value is useless.

#5. Run a Contest

Customers can be thrilled with information about an open contest, especially when there is a prize reserved for the winner. Big brands are using contests to keep their customers around. All that is needed to keep customers engaged always.

#6. Engage

Every ad is created with a unique scent of its own. Since it needs to engage the audience, it must create an atmosphere that encourages it. Ads can facilitate engagement through the following ways:

  • New information including promotion offers
  • Fun video content
  • Announcement of contest
  • New brand policy

#7. Test, Measure and Optimize

Ads should go through several reviews before they are published. This will enable advertisers to make corrections where necessary. In testing an ad, consider the following factors

  • Location of the call-to-action (CTA)
  • Color of the button
  • Image used in the background
  • Color of text
  • Headline

When all of these have been reviewed, the advertiser can go on with the optimization process. 

FAQ

Are IG Ads Worth it?

Instagram ads are attracting millions of businesses around the globe. The fact that both small, medium, and big brands are advertising on Instagram shows how effective ads on Instagram can be. 

Attention: As of 2021, IG’s potential advertising has reached 843.9 million users. This represents a 5.9% quarter-on-quarter increase in advertising reach from what we saw in 2019.

How Can I Advertise for Free on Instagram?

Running ads for free on Instagram is already popular. All the advertiser needs are a Facebook page to run ads and a free business profile on Instagram. After this, proceed to the ad manager and do the following

  • Select ad objective
  • Choose a target audience
  • Format the ad
  • Share the post

However, users may choose to create Instagram ads using existing posts from the advertiser’s profile.

Do IG Ads Get You Followers?

One of the reasons why ads on Instagram are preferred is because the platform makes it easier to reach more people. All that is needed is great content and the right target audience. 200 million Instagram users visit at least one business profile daily. 

This is a good chance that a stranger might come across a brand’s ad on Instagram than any other platform. Instagram introduces the brand to people who might not even know the business exists.

Are Facebook Or IG Ad Better?

Facebook and Instagram ads are both effective. However, one can be better than the other depending on the brand’s objectives. For instance, Facebook is better for direct response advertising while Instagram is better for brand marketing. 

More so, even though Facebook has more users, Instagram is more common among young people. A company that wants to sell its product to the youth will be making a mistake if it concentrates on Facebook.

The truth is, both platforms are great. We just need to avoid sentiments when deciding which is best for a particular ad campaign.

Summing It Up

Instagram Ad is currently the fastest rising social media marketing hub, and almost as viable as Facebook. Today, big brands are making significant efforts in putting up great Instagram ads. There is even more. Instagram is now a market space for startups and growing brands.

To get started, choose the type of Instagram ad, select an audience, and tell the world a great story. Don’t let this opportunity get away. All that is needed is time, concentration, and effort. Please leave a comment for more information.

Published: December 27, 2021Updated: June 17, 2021

Matt Robinson

Matt Robinson

Matt is an experienced technical writer and translator skilled in writing targeted texts for a variety of audiences. He has a diversified background, including social media management of various products. He is a data-driven strategist and a passionate story-teller. He posts about all social innovations and delivers high-quality research and content to our readers.



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