How to Advertise Your Small Business on Instagram
Instagram advertising is a great way to get your business in front of new prospects.
Instagram is a rapidly growing social media platform, with the number of U.S. businesses using it for marketing expected to grow to over 70 percent in 2017 (according to eMarketer). It’s also already the second most popular social network -- after Facebook -- with 600 million monthly users.
This means that it’s time for small businesses to consider Instagram advertising as a way to promote their business. With Instagram’s advanced targeting options, you can inexpensively reach users based on location, age, education level, marital status and more.
Want great results from Instagram, but don’t have the time to manage a campaign yourself? Reach out to the experts at Hibu and they will create a social media campaign specialized for your small business.
Instagram advertising: how it works
When an Instagram user scrolls through the pictures from their friends, they will see sponsored posts interspersed between the photos. Sponsored posts look almost identical to regular posts, with the only tell being the word “Sponsored” on the top left.
A call to action banner will display at the bottom of the image, and you can choose between “Learn More,” “Shop Now,” “Sign Up” and more. When a user clicks on the banner, they are sent to the webpage you designated for the ad.
Advantages of advertising on Instagram
Instagram is not just a fad for teenagers. With 600 million users and growing every day, it is likely that a meaningful percentage of your target market is using the app. Here are some enticing advantages that come with Instagram advertising:
Targeting capabilities: With Instagram, you can target your ads so they only show to users who mirror your current audience. So if your typical customer is a married woman who just had a kid, or a male college student located in Omaha, you can use Instagram’s audience filters to show your ads specifically to people who fit this criteria.
High engagement: Since Instagram is strictly a photo sharing app, there is not as much clutter on the newsfeed as there is with Facebook. This leads to much higher engagement with each post. Consumers are 58x more likely to engage with branded content on Instagram compared to Facebook and 120x more likely compared to Twitter.
Tracking: You can see how many people see, click and convert after seeing your ad all in one dashboard. This gives you measurable data that helps you understand if your ad campaign is working or not.
Types of Instagram advertising
With Instagram advertising, you can choose between four different types of ad formats: carousel, photo, video and slideshow.
You will want to choose your ad type carefully. Each one requires a unique approach -- from the photos you choose to your call to action (CTA). Learning the ins and outs will help you get a better return on investment (ROI). Below we will go through examples of each type of ad and point out what the ads did well, and what they could improve on.
Users come to Facebook for multiple reasons (read interesting articles, connect with friends and family and see funny/interesting posts in their newsfeed). Instagram is more straightforward. People use the site to see visually pleasing photographs.
There’s also a difference between the amount of space you have for text.
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How much does advertising on Instagram cost?
According to a report by Nanigans, an advertising automation software, the average Cost Per Click (CPC) for Instagram advertisers is between $1-$2. This mean that if 100 people click on your ad, you will pay between $100-$200.
However, the costs vary widely depending on the quality of your ad, your industry and the size of your audience. Cost does not vary based on your ad type, so the cost to run a photo ad is the same as running a video ad (if all other factors remain the same).
If you are familiar with Facebook advertising, you’ll be happy to know that the way Instagram charges you to run ads is exactly the same as Facebook. This is because Facebook acquired Instagram back in 2012.
The basics are that you choose what you spend each day, or during the set time that your ad will run. You can then choose whether to be charged based on how many users click on your ad, or how many people see your ad. View this guide to learn more about Instagram ad costs.
How to set up Instagram advertising: step-by-step guide
Since Facebook acquired Instagram in 2012, you set up your Instagram ads using Facebook’s platform. All you need to start running Instagram ads is a Facebook page for your business. If you don’t already have one, learn how to create a Facebook business page in seven steps with our how-to guide.
Here are the seven steps to getting your Instagram ads set up:
Step 1: Choose your objective
Navigate to the top left of your Facebook page and hit the “Create Ads” button.
This will take you to a page where you can choose your marketing objective. Common objectives include:
Boosting brand awareness: Increasing brand awareness is about telling people what makes your business valuable. Go with this option if your business is unfamiliar to the people you are targeting, and you need to get across what your brand is about in your ad.
Driving traffic to your website or app: If your goal is to drive more traffic to your page, you will want to give people a reason to click on your ad. By giving an enticing offer, you can increase the chances that someone will visit your website.
Lead generation: This is a good option if you want to get more email addresses and/or phone numbers to add to your marketing or sales list. This objective works well with digital advertising since you’re not asking the user to fully commit to purchasing, just to give their contact information.
Think about what goal you want to achieve before you start running a campaign. This is an important step because your ad copy and landing page all hinge on your marketing objective.
Step 2: Create an audience
After you choose your marketing objective, you’ll need to choose the audience that you want your ad to show to.
Create your audience based on your ideal customer. You can use filters such as location, demographics, education level, buying history and more. Read our article on how to create a customer profile to learn more.
Step 3: Choose ad placement
Technically, you can run the same exact ad on Facebook and Instagram at the same time. However, this is not advised since they are different platforms, and therefore different types of ads will be successful on each account.
You will need to edit your ad placements to ensure that your ads only show to Instagram users, and not Instagram and Facebook users. To do this, simply uncheck all of the boxes except for the Instagram box.
Step 4: Set your budget
Set a budget that you are comfortable with. You can start small ($5/day) and then increase this once you have more information on which ads and audiences perform the best. Increasing your daily budget will increase the number of people who see your ad.
Step 5: Connect your Instagram account
You will want to link your Instagram account to your Facebook page. This is easy to do, you just need to click the “Add an Account” button and enter your Instagram login information.
Though you can run Instagram ads without an Instagram account, I strongly advise against it. If someone who see your ad wants to learn more about your business, they won’t be able to click on your name to learn more. Plus, you won’t be able to respond to comments on your ad. Learn how to set up your free Instagram account here.
Step 6: Create your ad
Now it’s time to create your ads. Simply choose whether you want to run photo, video, slideshow or carousel ads and then upload your image(s) or video.
After that, you will need to fill out the following information:
Choose your call to action: Examples include Book Now, Contact Us, Learn More, Shop Now, Free Trial and Sign Up.
Enter the website URL: Make sure this page is optimized for mobile, and that it corresponds to your ad. If you are promoting a specific part of your website or a specific landing page, send people to that page, and not the homepage.
Put in a description: There’s no limit to the number of characters you can put here, but only the first 150 will show and then there will be a “more” button. People don’t typically read long descriptions. So keep it short if possible.
Step 7: Start running your ad
It’s time to place your order! Once you do this, you will be able to make edits to the post at any time. Let the ad run for a few days, but keep a close eye on it to track performance.
You will be able to do this through Instagram’s reporting dashboard which is located in Facebook’s Ads Manager.
You will want to keep tabs on the following metrics:
Reach: Also known as impressions. This is the number of people that your ad is shown to.
Click through rate (CTR): This metric is the number of clicks on your ad divided by the reach (number of people your ad is shown to). The higher your CTR, the better your ads are performing.
Cost per click (CPC): This is the amount you are paying for a user to click on your ad. If your CPC seems high (more than $5), consider changing your ad copy to make it more relevant to your target market.
Unless you set a lifetime budget for your campaign, your ad will show continuously until you pause it. So make sure to check up on it, or else you may spend more money than you intended to on your Instagram ads.
Instagram advertising is a great way to get your business in front of new prospects. Though it’s not always easy when you’re just starting out, it can also be fun. Get creative with your photo and video ads to engage more users with your content. Adding a strong call to action and enticing offer to your creative will increase the chances that your prospective customers will take the desired action.
Por: Maggie Aland)
Fonte: Entrepreneur, em 9 de Março de 2018