Instagram advertising is method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience. While there are many reasons a business or individual may decide to advertise, Instagram advertising is often utilised to grow brand exposure, website traffic, generate new leads, and move current leads down the funnel (and hopefully towards converting).
Since Instagram is such a visual platform, text ads are not a thing here. Rather you need an image, set of images, or video (which can be accompanied by text) to reach your audience with Instagram ads.
The exciting part? Instagram advertising works! In April 2017, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged to learn about a business based on an Instagram ad. According to Instagram, 60% of people say they discover new products on the platform, and 75% of Instagrammers take action after being inspired by a post.
Similar to Facebook ads, throwing some money behind a post will lead to more exposure for your brand, as well as more control over who can see your post.
This leads to the obvious question: Who is on Instagram? Is it just teenagers taking selfies? Or 20-somethings looking for recipes? What about older populations? Are they “gramming” their grandchildren?
Unfortunately for all you marketers targeting the grandparent demographic, Instagram does tend to skew towards a more youthful audience, with the largest percentage of users falling in the age range of 18-29 (55%), then between 30-49 years-old (28%). Only 11% of Instagram users are between the ages of 50-64, and just 4% are adults over 65.
According to Hootsuite, the majority of Instagram users live in urban areas (32%), 28% of users live in the suburbs, and 18% of users in the country. While there are more women on Instagram than men, the gender gap is not as large as it once was.
If this doesn’t sound like the audience you’re targeting, you still should not dismiss the social network as a useless opportunity.
Similar to what happened with Facebook, more and more adults over 34 will likely be hopping on the Instagram bandwagon as the platform continues to grow. Also, if you are working with the 4% of adults over 65, you can always target that demographic directly.
Similar to many other social advertising platforms, Instagram gives you the granular control to target specific genders, age ranges, locations, interests, behaviors, and more. You can even target a custom or lookalike audience so you’re showing ads only to your direct list of leads or those who have a similar makeup.
This is a tricky question to answer, as costs are based on a variety of factors, and as you may have suspected these factors are not all revealed to us by the platform. The model is based on CPC (cost-per-click) and CPM’s (cost per impressions), and prices are determined according to Instagram’s ad auction.
The cost of Instagram ads are influenced by many factors — everything from your audience to your ad feedback,” says Andrew Tate from AdEspresso. “There’s a lot that goes into understanding how to advertise on Instagram.
AdEspresso recently dug into $100 million worth of Instagram ad spend in 2017, and found that the average cost per click (CPC) for Instagram ads in Q3 ranged between $0.70 and $0.80. While this is a helpful benchmark it will of course vary depending upon the auction, audience, competition, time of day, day of week, etc.
Instagram offers five ad formats: photos, videos, carousels, canvas Story ads, and Story ads. All are seamlessly incorporated into Feeds and Stories for a smooth user experience.
Ads are also integrated with Facebook Ad Manager, so you can take advantage of Facebook’s wealth of user information for targeting your audience with laser precision.
This section contains some of the questions we are commonly asked about Instagram advertising. If you can’t find the answer to your question here, then feel free to contact us and we will be happy to answer your query.
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