It’s clear that advertising on Instagram has the potential to drive a traffic, interest and sales. The ads seamlessly integrate into your feed and look very similar to organic posts. Taking advantage of the targeting options (per Facebook’s ad platform) helps narrow your focus and gets your Instagram content in front of the most appropriate audience.
This week at #SproutChat, we discussed Instagram advertising. The community shared their experience with ads they’ve seen and gave advice on how brands can effectively distribute paid content on the platform.
Tap Into a Present & Engaged Audience
Having reached over 400 million active users, Instagram has quickly grown to become one of the most popular social networks. The platform’s streamlined interface is visually appealing and engages an active audience. Using in-app editing tools and filters, brands can efficiently stylize their products or services. With Instagram Ads, brands can even create a direct link to the App Store or their website.
@SproutSocial A1. Lot of pros – reaching your targeted community, engagement, CTAs. can’t think of a con though. 🙂 #SproutChat
— Pratik Gandhi (@PratikG_) May 11, 2016
A1b: If your audience is on Instagram (and they probably are), advertising there could provide great results. #SproutChat
— Express Writers (@ExpWriters) May 11, 2016
A1: Pros are extensive targeting, easy set-up, accessible for any ad budget, and emphasis on creative. #SproutChat http://pic.twitter.com/pw9B6cawEA
— lookthinkmake (@lookthinkmake) May 11, 2016
A1) 400+ Million monthly users for one. Plus the engagement rate is pretty good too. #SproutChat
— Jim Carter (@MSLJim) May 11, 2016
A1: #Instagram ads are a great way to reach #millennials! On the down side, sponsored posts don't always look authentic. #SproutChat
— Fifty & Five (@FiftyandFive) May 11, 2016
Test Different CTAs to Determine What Resonates
Instagram’s call to action buttons (CTA) offer several prompts: Shop Now, Install Now, Learn More or Sign Up. The applicability of each CTA depends on your content–but if a few options fit, it’s worth running split tests to see which generates the most engagement. Since brands can’t hyperlink in the comments of posts (only in a profile description), Instagram Ads are the easiest way to get people to clickthrough.
@SproutSocial learn more. when in doubt, instagram/#smm in general should always go for the top of funnel approach. #sproutchat
— molly buccini (@mollybuccini) May 11, 2016
A4 Learn more generates the most engagement in my opinion; it appeals to people's natural curiosity #SproutChat #socialmedia
— Amanda Sterling (@amsterli) May 11, 2016
A4) I'm always a sucker for a 'Learn More' myself. Appeals to my inquisitive nature. 😀 #sproutchat
— Jim Carter (@MSLJim) May 11, 2016
A4: Learn more. I think the others are not suited for commitment-phobes like me. #SproutChat
— Lauren Marinigh (@MarinighPR) May 11, 2016
A4 'Learn more" If I'm interested in the original post, I will click on "learn more', not the others #SproutChat
— Shereese Maynard, MS (@ShereesePubHlth) May 11, 2016
Most of our community agreed that the “Learn More” CTA is the one that drives them to take action most often.
Take Advantage of Format
Instagram posts are a place where brands can get creative and start fostering an active community of new and existing consumers. Consider the message your visuals convey and why your Instagram Ad will relate with your target audience. Since your goal is to get a click through, your ads need to be intriguing and should inspire immediate action.
Look into creating a video that causes your audience to pause when they’re scrolling through their feeds. Carousel ads with multiple images are another great way to communicate quick, cohesive narratives. Your Instagram caption is just as important and should inspire the same kind of pause and action that your visual content does.
A5. @SproutSocial Haven't tried them (yet) but I believe the visual is everything. Let it be something ppl can connect to. #SproutChat
— Melissa Kimble (@Melissa_Kimble) May 11, 2016
Q5 I like short video with strong CTA of Insta. Tell a quick story with visuals, give value, & be creative with your ask #sproutchat
— Ross Morrone (@rossmorrone) May 11, 2016
A5: Use your ads as an opportunity to provide value to your audience. Don't forget to test to see what they're responding to. #SproutChat
— Express Writers (@ExpWriters) May 11, 2016
A5: Authentic images, great design, and engaging content are all 🔑 to creating captivating content and effective ads! #SproutChat
— Fifty & Five (@FiftyandFive) May 11, 2016
Need some Instagram content inspiration? Check out these creative brands that caught the attention of our #SproutChat community.
A6: This @MileIQ ad caught my eye. Good graphic and appropriately targeted. #SproutChat http://pic.twitter.com/DNWfcpPYGw
— Robyn Gamboa (@RobynGamboa) May 11, 2016
A6: We're fans of @jamesonwhiskey's 3D shot ads that ran on @instagram & FB. They just get it. #SproutChat http://pic.twitter.com/6bg8Myg47E
— lookthinkmake (@lookthinkmake) May 11, 2016
To make sure you can easily manage all of your accounts, try Sprout Social’s Instagram management tools. See you next week on Wednesday, May 18 at 2 p.m. CDT for #SproutChat. We’ll be discussing how to run a competitive analysis. Join our #SproutChat community to stay posted on topics and discussion questions.
This post #SproutChat Recap: Instagram Advertising originally appeared on Sprout Social.
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