Instagram, the new trending medium. Well, not quite. But we can say that we're definitely reaching a young target audience through it, and the user base is actually getting older. More and more 40- to 50-year-olds are downloading the app and are enthusiastic about it.
Instagram is perfect for reaching young people, and the ad space is cheaper than Facebook's. Facebook ad space is sold through an auction, so it's like a marketplace. The more people who need the product, the higher the price. Here's just a quick reference: On average, it costs $5 in the US to reach 1,000 people on Facebook, but only $3 on Instagram. (At least at the time of this writing.)
How do I actually advertise on Instagram?
Anyone who wants to advertise on Instagram has two options: the native approach in the app and the Facebook Ads Manager.
Instagram ads in the app
Option 1: You log into the app and find access to the native Instagram advertising platform under "Promotions." It will then look like the image below:
You essentially have three goals you can use to send traffic. You can either let Instagram choose your target audience (Instagram then takes your followers and looks for people similar to them) or you can categorize people by interests, demographics, etc., just like on Facebook.
The disadvantage of the native format is that you can only use published posts as advertising material. This means that your newly acquired followers will see the post, which isn't always necessary. A huge advantage is the "Automatic" feature. If you're only interested in generating followers, it can be beneficial to use this feature and a popular post on your page.
Instagram ads in Facebook Ads Manager
What is the second function? - The second function is to place Instagram ads in the Facebook Ads Manager. There, you can easily set whether your ad should also be visible on Instagram by checking a small box:
When you create an ad on Facebook, you can set this up under "Ad Group" after selecting your target audience by selecting "manual placement" instead of "automatic placement." Later, Facebook will ask you to specify an identity, and voila, your ad can be displayed on Instagram.
The 5 most common mistakes in Instagram marketing
As a marketer, I naturally see many common mishaps and mistakes that are native to Instagram. Let's take a closer look at the most common and avoidable pitfalls.
Note the speed of the medium
As a general rule of thumb, the younger the target audience, the faster they scroll through the feed. This is especially important if you write long texts. On Instagram, video and image formats are more effective than text.
So you have much less time to convince someone to buy from you or follow you. You have to take that into account.
At the same time, attention grabbers are more important than ever. It has to catch the eye and attract attention. Probably the most well-known attention grabbers are bright colors (even that's sometimes not enough) and famous people.
Testing is definitely required here, because the target groups vary. However, the time limit always remains the same.
Where are the stories?
Whether you're advertising on Stories or posting them manually, Stories have been the hit format for over two years. While many celebrities' Instagram feeds look nearly perfect, Stories always focus on the behind-the-scenes look. These two contrasts compete on the app.
When it comes to stories, it's really important to put your perfectionism aside. This format is meant to be fun and even just post a picture of your boss making a face. (Such actions always earn sympathy points anyway.)
Stories are less effective at attracting new followers, but they can intensify the bond with existing followers
Instagram advertising must be interactive
This point is likely due to the fact that Instagram has a much younger target audience than Facebook. Advertising on Instagram only really works when it triggers something in the user.
By that, I mean it should encourage people to like, comment, and, above all, share. Ideally, it should move the user emotionally, so that they feel transformed after viewing the video or image. That sounds more pretentious than it actually is, but what I'm saying is: Maybe they feel inspired, moved, motivated, laughed, or grateful for some information. The main thing is that it leaves an impression on them.
Surveys and competitions are also great options for making Instagram advertising effective
The number of followers is everything! Right?
Of course, that example was completely made up to illustrate the principle. But a small pizzeria won't need 100,000 followers.
Similarly, many people are easily dazzled by the number of followers. This is especially true for influencers. They may have a large readership, but no one would buy a product based on their recommendation.
Use all the possibilities Instagram offers you
Instagram advertising is probably the factor that generates the most sales for most product companies. Instagram is simply a more attractive place where users stay longer.
That's why it's really important to make the most of this resource. You can engage with influencers, advertise, and tag your products in posts.
Instagram offers an internal shop, so to speak. You can link your products, and people will be taken directly from Instagram to the corresponding product page of your online shop. Simply search for "Instagram Shopping" and set it up. You can use it for event tickets, products, and generally anything physical.
Summary
Instagram and Facebook together offer a tremendous variety of opportunities to boost a company's revenue. It certainly makes sense to explore them. There are a few pitfalls, but ultimately, it's a trial-and-error process.
Nonetheless, this opportunity for new customers and increased reach is right in front of you, waiting to be seized. So don't let it slip away, and have fun exploring the new world.
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