There are a lot of expenses that come with e-commerce operations and since most small business owners don’t have access to endless marketing resources, it’s important to select the best...
Although you may think that Facebook and Twitter combined are enough to attract and maintain customers, Instagram is another heavy player that helps with social media marketing. Follow these Instagram business tips for advertising to create posts that expand your audience, increase exposure and enhance branding.
Why use Instagram?
Developing your SEO, keywords and text are still effective marketing tools, however, there are certainly times when sharp imagery is better than stamping a post as TL; DR. In September 2017, Instagram reported that they had approximately 800 million active users a month, which means seemingly endless opportunities for your business to reach followers. We live in a vastly visual age, so you need to grab your audience’s attention quickly and keep those target groups coming back as much as possible.
Which ad best relays your message?
Facebook owns Instagram, so once you’ve created your Facebook Business Page, why not also set up an Instagram account so your ad manager can sync both apps? Then you can choose the type of imagery that best reflects your brand.
- Photo: Everything is a photo opp these days, so show off products in ways that entice customers. Create snapshots of services that speak to your audience and tap into their desires and wishes. Of additional benefit, caption the images with strong CTAs.
- Video: Consider this an expansion of the power of photos. You get 60 seconds to tell a story, but place the product or service within a few seconds, for maximum effect.
- Carousel: A series of 5 photos or videos for customers to view, ideal for advertising that requires more than 60 seconds for effective messages. It can also illustrate multiple ways to use a product or service.
- Story: These are ads that are only available for 24 hours and are shown between stories by followers. It’s a great tool to use for a limited time or special promotions. It is also based on viewing habits, so users can go right to your website or contact information while watching their favourite content.
- Canvas story: Ideal for mobile use, you can create this ad from a Facebook or a custom template.
Why settings matter
It’s important to put thought into the settings for each post or campaign in order to monitor what works and what may need an adjustment. Ask yourself (or your team) which of the following objectives meet your goals:
- Video views
- Website traffic and conversions
- Alluring posts
- Mobile app installations and usage
- More leads and event attendees
Remember to name each campaign uniquely and just as you increase engagement on Twitter, use branded hashtags and short captions to entice your audience. Although you get 300 characters to say something, the recommended number is between 125-150.
Other settings to note as you build your own analysis for Instagram ads tips include:
- Audience and placement: Are you targeting a specific, “custom” audience (based upon interests and sales), or a “lookalike” audience (potential leads that already follow and are similar to other companies)? Filters include age range, region and connections, along with deciding any placement factors, such as categories and devices to include/exclude.
- Budget: Instagram ad costs can vary. Depending upon dynamics and typically ranging from less than 50 cents to about $1-$2 per click (approximately $5-$7 per 1,000 visitors). You can choose a daily budget or a lifetime (length of campaign) option, with the ability to change the figure, but not the type of campaign you have just set up.
- Bids: Related to budgets, this setting represents maximum monies spent for customer responses. It’s either manual, set by you, or automatic, determined by Facebook analytics.
- Start and finish times: Continuously, or for a specific duration.
- Delivery optimization: Choose how your campaign reaches viewers, either through impressions (as often as possible), link clicks (to followers most likely to respond), or daily unique reach (once a day).
- Delivery speed: Do you prefer your campaign to run at a standard pace, or rapidly at a more accelerated rate?
Are you concerned about correctly getting your message across Instagram? Learn how our social media marketing services can help make it happen!