How to run a successful instagram campaign

22 Ways To Take Your Instagram Campaigns to the Next Level

Instagram’s 1.28 billion users spend roughly 11.2 hours per month on the platform. And 90% of users follow at least one business on the platform. But sometimes, your regular brand content isn’t enough to stand out. That’s where an Instagram campaign comes in.

Instagram marketing campaigns can help you achieve a specific objective over a fixed period. In a campaign, all your content is aligned and focused on one particular target.

If your Instagram strategy is a slow and steady marathon, campaigns are like sprints. They use more energy over a shorter time and yield results and insights fast.

If you want to launch a product, connect with new customers or build your brand’s reputation, an Instagram campaign can help you achieve your goal.

Read on for 22 ways to level up your Instagram campaigns: 9 different campaign types, 8 tips for making an impact, and 5 examples to inspire your next campaign.

9 types of Instagram campaigns

8 tips for creating successful Instagram marketing campaigns

5 Instagram campaign examples

Bonus: Get the Instagram advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.

9 types of Instagram campaigns

An Instagram campaign is when Instagram business profiles share content designed to achieve a marketing goal. That goal could be general, like increasing brand engagement. Or it could be more specific, like generating a certain number of purchases.

There are several broad types of Instagram marketing campaigns. Each one is best for achieving different goals. Here are nine of the most common Instagram marketing campaigns to get you started.

Awareness campaign

During an awareness campaign on Instagram, you aim to increase the visibility of your business, product, or service. For emerging brands, this could be a campaign to showcase what’s distinct, exciting, and exceptional about your brand.

The more users that remember your brand, the more likely they are to choose you when it’s time to buy.

Instagram is a place where users want to discover and follow brands too. In fact, 90% of Instagram users follow at least one business. And 23% of users say they use social media to see content from their favorite brands. That makes Instagram a natural social platform for building brand awareness.

Supplements brand bulletproof drives awareness of their product by sharing annotated images:

View this post on Instagram

A post shared by Bulletproof® (@bulletproof)

Teaser campaign

An Instagram teaser campaign gives users a sneak peek at what’s coming next. Use teaser campaigns to build intrigue and demand for new products.

The key to an engaging teaser campaign is to reveal just enough details to pique your audience’s curiosity. On Instagram, engaging content is always key, but that’s especially true for teaser campaigns. You want to stop those scrolling thumbs in their tracks!

Netflix does a great job of hyping up releases by sharing teaser videos a few days before they drop:

View this post on Instagram

A post shared by Netflix US (@netflix)

Cause campaign

Younger consumers (like the ones who dominate Instagram) care more about than just what a company sells. Generation Z and Millennials are most likely to make decisions based on personal, social, or environmental values.

A cause campaign is a way to champion your brand values and connect with a conscientious audience. For instance, you could promote an awareness day or event or partner with a charitable organization.

Outerwear brand Patagonia often shares campaign posts directed at preserving large areas of land. This campaign post spreads awareness of the fight to preserve Vjosa as a national park in Albania. They use a carousel post to share several facts about the area and the support they’ve already received. There’s also a link in their bio to sign the petition:

View this post on Instagram

A post shared by Patagonia (@patagonia)

Contest campaign

Instagram contests usually involve a brand giving away a free product to followers at random. They’re hugely effective at driving engagement — who doesn’t want to win something?

You can set rules for entry that support your campaign goals. For example, asking users to tag a friend to enter is an opportunity to reach new followers.

Here’s how dairy-free ice cream brand Halo Top set up their contest. Notice how they clearly set out their giveaway entry requirements and explain what the prize is:

View this post on Instagram

A post shared by Halo Top Australia (@halotopau)

Engagement campaign

Instagram has much higher engagement rates than other social media platforms. In fact, the average Facebook post engagement rate is only 0.07% compared to Instagram’s higher average engagement rate of 1.94%.

Engagement campaigns motivate users to interact with your content. You’ll measure engagement by tracking these metrics:

Likes
Comments
Shares
Saves
Profile visits

To better engage your audience, check your Instagram Insights and see which content inspires the most engagement.

Creating memorable engagement campaigns might look like this:

Adding Instagram Stories Stickers to inspire replies and DMs
Creating savable content
Adding calls-to-action to the end of your captions
Experimenting with different post types and formats

Pro tip: Publish carousel posts to get more audience engagement. The average engagement rate for carousel posts is 3.15% –– higher than the 1.94% average for all post types.

To create something worthy of saving, try teaching users something new. This could be a recipe, styling guidance, or a new exercise routine. Etsy often shares home styling tips in an easy to view carousel format:

View this post on Instagram

A post shared by etsy (@etsy)

Sales or promotion campaign

If you want to increase conversions, run a sales or promotion Instagram campaign.

The key to a successful campaign is to make sure your audience is ready to buy. It’s best to run sales and promotions campaigns after you’ve built a loyal and engaged following through other campaigns.

Usually, brands use this kind of campaign to:

Promote a flash sale or discount codes
Boost visibility for an existing product

Here’s an example of how fitness brand Onnit promotes its sales on Instagram:

View this post on Instagram

A post shared by Onnit (@onnit)

26% of Instagram users say they use the platform for finding products to purchase. Plus, 44% of people use Instagram to shop weekly. Create an Instagram Shop so you can share shoppable posts that make it easier for users to purchase your products.

To boost product sales, consider using these Instagram features:

Instagram Collections – Curate collections that show new arrivals, trends, gifts, and promotions.
Instagram Shopfront – Let people buy your goods directly from the Instagram app with the platform’s ecommerce features.
Product tags – Make posts shoppable with Product Tags that show product prices and details and let users add them to their cart easily.

The Poster Club creates shoppable posts so users can easily browse their current art collection:

View this post on Instagram

A post shared by The Poster Club (@theposterclub)

Pro tip: Run a flash sale using a promo code that’s only applicable for a short time. Short-term discounts are a powerful way to drive pre-sales before a product launch or shift inventory to make way for new items.

User-generated content (UGC) campaign

In user-generated content (UGC) campaigns, you ask people to share posts featuring your products and use a specific hashtag.

A UGC campaign promotes awareness of your brand through the hashtag and (bonus) provides you with fresh content to publish. Users are often motivated to participate in the hope that brands will repost their photos.

Sportswear brand Lululemon encourages users to share images of them wearing Lululemon clothing with the #thesweatlife. The brand then shares some of these images with its four million followers: https://www.instagram.com/p/CbQCwfgNooc/

Dog toy brand Barkbox often shares images featuring their customers’ four-legged friends:

View this post on Instagram

A post shared by BarkBox (@barkbox)

Influencer campaign

Once you’ve created eye-catching Instagram content, you’ll want as many people to see it as possible. A great way to reach more users is to work with influencers in your niche. 34% of users aged 16-24 (Gen Z) follow influencers on social media, so it’s definitely worth trying if younger generations are your target audience.

Usually, in Instagram influencer marketing, you find relevant bloggers, photographers, or other creators with a large follower count.

Pro tip: Make sure any influencer you collaborate with has high engagement rates. Sometimes influencers with fewer followers but higher engagement rates will be a better fit for your brand.

One way to promote your campaigns is to collaborate with a few influencers and have them post about your campaign on their channels. This gives your brand exposure to their audiences.

Eyewear brand Warby Parker partners with musician Toro y Moi to promote their latest collection of glasses:

View this post on Instagram

A post shared by Warby Parker (@warbyparker)

Consider launching your campaign across Reels or Stories too. Right now, 55.4% of Influencers use Instagram Stories for sponsored campaigns.

Pro tip: Remember that posts created by influencers on behalf of your brand need to abide by FTC guidelines and be clearly labeled as ads.

Bonus: Get the Instagram advertising cheat sheet for 2022. The free resource includes key audience insights, recommended ad types, and tips for success.

Get the free cheat sheet now!

Paid Instagram campaign

Paid Instagram campaigns are posts (or Stories) that businesses pay to serve to users. If you have the budget to run Instagram ads, you should work it into your marketing strategy.

Ads on Instagram have the potential to reach 1.48 billion people, or close to 24% of the world’s population over 13. Plus, 27% of users say they find new products and brands through paid social ads.

Here’s a mouthwatering example of a paid Nespresso ad campaign created with influencer Matt Adlard:

View this post on Instagram

A post shared by Matt Adlard (@mattadlard)

Ad costs vary depending on a few factors like:

Industry competitiveness
Your targeting
Time of year (ad costs go up during holiday shopping seasons)
Placement

Depending on your content and goal, you can choose from several different advertising formats:

Image ads
Stories ads
Video ads
Carousel ads
Collection ads
Explore ads
IGTV ads
Shopping ads
Reels ads

The wide range of ad formats means you can choose the best type that matches your campaign goals. Your campaign goal could be increasing conversions, sign-ups, app installations, or overall engagement.

Instagram ad campaigns also allow you to use lookalike audiences to target users who look like your customers. Just upload a custom audience and set targeting parameters at the ad set level. Your ads will appear in front of users that the algorithm thinks could become potential customers. (Learn more about advertising on Facebook and Instagram in our complete guide)

8 tips for creating successful Instagram marketing campaigns

Now you know the major types of Instagram campaigns available. But, before you jump into creation mode, we’ve got eight tips for creating successful campaigns on Instagram.

Set SMART goals

Whenever you set goals for your next Instagram marketing campaign, follow the SMART goals framework.

“SMART” stands for specific, measurable, attainable, realistic, and time-based goals.

For instance, let’s say you want to run a campaign to increase Instagram followers. Break that goal down into:

Specific: Who do you want to reach? What do you want them to do? Be precise in your targets.
Measurable: How will you know if you’re successful? Establish a baseline for your current followers and engagement so you can track growth.
Attainable: Is your goal realistic? Can it be measured accurately? Goals should take hard work to achieve, but they shouldn’t be out of reach.
Realistic: Base goals on your budget, the current rate of growth, and the duration of the campaign. Do your research, and don’t make a wild plan to go from 100 followers to 10,000 in two weeks.
Time-based: The duration of your campaign should be based on your goal and the amount of time you think you’ll need to achieve it. Don’t set an arbitrary limit of one week if your goals are ambitious, but don’t make it so long that you lose steam.

Plan your campaign content

Next, plan out each of your campaign posts. Create a content calendar of all the posts and Stories you’ll share each day. If you’re reaching out to influencers, ask them to post on a particular day that makes sense according to your calendar.

Each post should make sense on its own while still reinforcing the campaign’s overall message.

Always build a solid plan before you launch. That way, it will be easier to maintain a high level of quality and creativity throughout.

Here’s how to create a content calendar in under eight minutes:

Use Reels and Stories

If you’re only posting images on the Instagram feed, you’re missing out! 58% of users say they’re more interested in a brand after seeing it in a Story. Plus, brand Stories have an 86% completion rate.

Stories can complement your posts, or they can be standalone campaigns. You can also curate a series of Instagram Stories as saved highlights that appear below your bio. Then, when a user visits your profile, they can see all of your saved highlights in one place.

DIY brand Brit + Co organizes their highlighted Stories into categories like Shop, Home, and podcasts:

Source: @britandco

Try experimenting with Instagram Reels, too — they’re a content format that lets you create and share short engaging videos. Unlike Instagram Stories, they don’t disappear after 24 hours.

Handbag brand Anima Iris shares engaging Reels created by the founder that shine a light on the creation process:

View this post on Instagram

A post shared by ANIMA IRIS (@anima.iris)

Stick to your brand aesthetic

Your campaign should always align with your brand’s overall look and feel. Stick to the same color scheme and branding throughout your content. Then, when your campaign pops up in a crowded feed, people can tell that it’s from your brand.

Alo Yoga maintains a consistent look and feel across its feed which helps make the brand more recognizable:

Source: @Aloyoga

Define your brand’s voice too. All your copy should tie in with your visuals and create a strong brand image overall.

Consider creating a style guide for everyone who works on your Instagram account so they know how things should look.

Track metrics that matter

Before you even launch your Instagram campaign, you should identify the key metrics that you’ll be using to evaluate your success (that’s the M in your SMART goals).

These will vary depending on the objectives of your campaign. For example, in an awareness campaign, you’ll want to pay attention to audience growth, reach, impressions, and engagement rate.

There are a ton of metrics you can track on social media, and some analytics are unique to Instagram.

Depending on the type of campaign (like a sale or a product launch), you may want to track metrics outside the platform. Trackable links or promo codes can help here.

Always establish a baseline. That way, you can accurately measure the impact of your campaign.

Set realistic ad campaign budgets

In a perfect world, we’d all have unlimited campaign budgets, but sadly, that’s not usually the case. So it’s important to create an ad budget in advance and stick to it.

First, decide if you’re going to pay for cost per mille (CPM) — that’s the cost for every thousand impressions your ad generates. CPM campaigns can help drive awareness since they’re more about visibility and less about action.

You can also structure your campaign around cost per click (CPC) — a set price for every click your ad generates. CPC campaigns can help you ensure you’re paying for actions, not just views.

The exact cost will depend on several factors.

You’ll also need to consider your ad creation and production costs. For example, how much will it cost to shoot your product? How much does your chosen influencer charge per post?

Think about your call-to-action

As you build your campaign, think about what you want people to do after seeing your campaign. Do you want them to view a product page on your website or sign up for a free trial? Maybe you want them to save your post for later.

Insert a clear CTA at the end of your campaign to make sure people follow the path you’ve laid out for them. Then, if you want them to buy your product or learn more about your brand, it should be easy for them to do so.

For example, fashion brand Missguided asks users to comment on their favorite image:

View this post on Instagram

A post shared by MISSGUIDED ⚡️ (@missguided)

If you’re running a paid ad campaign, use one of Instagram’s CTA buttons to help users take the next steps.

Schedule your Instagram posts in advance

Scheduling your Instagram posts saves you hours and ensures that no one forgets to post at the right time. You may want to schedule some or all of your posts weekly, monthly, or quarterly.

First, find out when is the right time to post content for your Instagram audience. If you’re using Hootsuite, the Best Time to Publish feature shows you your best time to post on Instagram based on your posts from the past 30 days. You can also use the platform to edit images to the right dimensions and write your caption.

Here’s how to schedule Instagram posts and Stories using Hootsuite:

5 Instagram campaign examples

Not sure how to get started? Here are five examples of the best Instagram social media campaigns.

Teach users how to do something like The Inkey List

Skincare brand The Inkey List shares educational step-by-step tutorial Reels. In this one, they show their audience how to take better care of their skin.

Each Reel is short, easy to follow, and features actionable steps.

The Reels also feature their own products, helping build awareness of their offering. After watching the Reel, users have not only learned how to care for their skin, but they might be tempted to buy the brand’s products.

View this post on Instagram

A post shared by The INKEY List (@theinkeylist)

Build trust by sharing social proof like Califia Farms

Plant-based milk brand Califia Farms shares glowing reviews to highlight its customers’ love for the product. They layer the review onto a funky background to make the post extra eye-catching.

View this post on Instagram

A post shared by Califia Farms (@califiafarms)

Social proof is a powerful way of encouraging consumers to trust your brand.

After all, if other people love your product, why wouldn’t they? Encourage customers to leave reviews so you can turn them into compelling Instagram content.

Connect with your audience by sharing your story like Omsom

Food brand Omsom humanizes its brand by sharing its story. In this short Reel, the founder shares their brand values and what’s most important to them.

View this post on Instagram

A post shared by Omsom (@omsom)

The brand seems more relatable and authentic by opening up to its audience. When people connect with your values, they’ll be more likely to trust your offering and make a purchase.

Tap into seasonal shopping like Teleport Watches

If you’re thinking of offering sales promos throughout the year, don’t miss out important holiday shopping dates. Instead, let all your followers know about the deals you’re running and for how long.

View this post on Instagram

A post shared by Teleport Watches (@teleportwatches)

Teleport Watches shares a single image post to tell users what exactly they’re offering for Black Friday. Everything is clearly laid out, and customers are clear on the terms and conditions.

Share some valuable tips like The Broke Black Girl

Sometimes, the best way to engage your audience is to share some tips that add value to their lives. Financial activist The Broke Black Girl posts actionable tips to help users improve their financial habits.

View this post on Instagram

A post shared by Dasha | Financial Activist (@thebrokeblackgirl)

While the image is a quick summary for time-pressed users, people interested in learning more can dig into the details in her caption.

Use Hootsuite to schedule Instagram posts at the best time, respond to comments, track competitors, and measure performance—all from the same dashboard you use to manage your other social networks. Start your free trial today.

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5 Steps to Creating a Killer Instagram Marketing Campaign

You’re posting regularly to Instagram and hashtagging your heart out, but how do you take your business to the next level with Instagram? Creating an Instagram marketing campaign isn’t easy, but it is effective. In fact, Instagram has the highest engagement among all social media platforms!

Here’s everything you need to know about running an Instagram marketing campaign for your business: from setting goals to choosing a hashtag, we’ve covered all of the basics below, and added some inspirational examples along the way. So what are you waiting for? Find out how to use instagram for marketing:

What is an Instagram Marketing Campaign?

An Instagram marketing campaign is a marketing campaign that takes place on… you guessed it, Instagram! Basically, it involves businesses sharing content on their Instagram feeds with the intention of achieving a marketing objective. That objective can be broad, like increasing brand awareness, or it can be specific, like generating sales leads for a new product.

In either case, the goal is to generate a ton of interest in a concentrated amount of time — and oftentimes, the best way to do this is by sharing interesting, creative, and totally awesome content! One of the most common indicators of an Instagram marketing campaign is a branded hashtag, which helps tie everything together in the app. Here are 5 steps to help you run a killer Instagram marketing campaign:

1. Set Goals for Your Instagram Marketing Campaign

Before you dive into an Instagram marketing campaign, it’s important to plan it out first. In order to have a successful Instagram campaign, you want to be super clear about your goal: do you want to just raise brand awareness, or are you trying to sell your product, drive sign-ups, or build your email list?

Free People’s goal of #FPwhosthatgirl is to sell their new September collection

Your Instagram marketing campaign should eventually tie back to numbers, so set your purpose and then set some goals! If you’re wanting to promote a new product, then set a goal for how many units you want to sell during the campaign. Setting goals that connect your Instagram campaign with your overall marketing objectives will help you see results that are not only relevant to your business, but also help your bottom line!

2. Research Your Instagram Audience

Knowing who you’re trying to reach with your Instagram marketing campaign is just as important as how you reach them. If you’re looking to drum up a lot of engagement, it makes sense to create a strategy around content that your audience actually wants to engage with. The more you know, the more you can tailor your campaigns to your audience’s needs!

The best way to get to know your audience is to follow them on Instagram and, well…creep them! What kinds of posts do they like seeing on your account? What kinds of posts do they enjoy posting on their own feeds? How do they use Instagram? A quick way to find out more about your Instagram audience is to use Instagram’s “suggested” feature to research your target customer. When you find a customer that embodies your target market, click on their suggested tab to find other users like them.

3. Create a Plan For Your Instagram Marketing Campaign

As you can see, a lot of ingredients go into planning a successful Instagram marketing campaign. You have to have a well-defined purpose, measurable objectives and a clear understanding of exactly who you’re trying to reach. But how do you actually implement any of this?

Start by organizing a roadmap: how long is your Instagram campaign going to run for? How many posts are you going to publish? Are you posting original content or user-generated content (UGC)? If it’s original content, are you hiring a photographer or taking the photos yourself? Asking these questions will help you plan your resources in advance.

You should also invest some time into coming up with a fun and shareable hashtag, like Coca-Cola’s #ShareaCoke. We recommend doing a little research to find trends popular trends and hashtags that are specific to your community. A great hashtag can go a long way!

Once you’ve built your roadmap, it’s time to start thinking about how exactly you want to implement your strategy — and there are a few common ones, such as Instagram user generated contests and Instagram influencer marketing. Whatever method you choose, remember that at the centre of any campaign, there must be high quality, interactive content that inspires users to like, share, or comment.

How to Run a UGC Instagram Campaign

Contests structured around user-generated content (UGC) are all the rage, and with good reason: they’re fun, popular, and great for both driving engagement and reaching a new audience. So what is an Instagram UGC campaign? Generally, you create an ongoing contest built around participants who contribute something in return for rewards. Usually it involves an individual posting their own picture on Instagram, then tagging it with a specific hashtag that your business has chosen.

Example of a UGC post in an Instagram campaign

A great example of a UGC Instagram marketing campaign is from Benefit Cosmetics, which turned to Instagram to find images of real people using Benefit’s “They’re Real!” mascara. Fans submitted more than 11,900 selfies on Instagram using the #realsies hashtag, introducing the Benefit brand to their own followers and showing how they used the product in their everyday lives. Because Benefit reposts Instagram content from their community, fans of their brand jumped at the chance to include the #realsies hashtag for a chance at being featured. If your brand doesn’t have millions of followers, you can employ the same strategy with a different incentive, like the chance to win product or prizes for using the campaign’s hashtag.

Benefit also integrated their Instagram campaign into their website; when you go to view or purchase the mascara on their website, you’re able to see what it looks like through customer selfies in their Instagram gallery.

4. Tap into Instagram Influencers to Promote Your Campaign

Once you’ve created content for your Instagram marketing campaign, you’ll want to get the most eyes on it as possible! A great way to promote your Instagram marketing campaign is to work with influencers. Typically with Instagram influencer marketing, you would identify relevant influencers, bloggers, or photographers who have a large social following and reach out to them to see if they’re interested in working with your business. You will usually have to negotiate a rate for sponsored posts with influencers who have tens of thousands of followers, but if you don’t have a huge budget, there’s plenty of influencers who would still be happy to trade your product for promotion. It’s all about finding the right fit for both the influencer and your business!

Example of using Instagram influencer marketing in your campaign

A simple way to promote your Instagram campaign is to work with a handful of influencers and have them post about your campaign on their channels. This gives you exposure to their audience, and is an easy way to get more people involved in your campaign. For example, Naked Juice ran a #DrinkGoodDoGood Instagram campaign to raise awareness about food deserts. For every selfie posted with the hashtag, they would donate 10lbs of produce to a community in need. In order to spread their message and increase the number of selfies posted (and produce donated!), they turned to Instagram influencers. The result? Over 10,000 selfies have been posted with the hashtag, and a whole lot of brand awareness earned.

Selfie submissions to Naked Juice’s Instagram marketing campaign

5. Organize Your Instagram Marketing Campaign and Schedule Instagram Posts

Running a successful Instagram marketing campaign can feel like an uphill battle, especially when you’re strapped for time. But don’t stress! There are a ton of ways to boost your productivity on Instagram, and as long as you take the time to plan and organize, your campaign should run smoothly.

If you plan and schedule Instagram posts for your campaign ahead of time, you’ll be able to focus more on engaging your audience, replying to comments, and promoting your campaign once it’s launched. It’s way easier to plan the order of your posts, write all your captions, and use Later to schedule your Instagram posts in one chunk of time, instead of scrambling to do it everyday throughout your campaign.

If you’re working with influencers or user-generated content, be sure to leave room in your content calendar to regram posts – these will come after you’ve launched the campaign, of course! Later’s “Search & Repost” feature is great for businesses that are looking to source and publish user-generated content for their campaign. You can easily search your branded hashtag and then quickly schedule any of the submitted photos you love! Plus, Search & Repost automatically saves the highest quality image, so you don’t have any pixelated posts from screenshots – see how it works here.

To sum it up, Instagram is an incredible channel for businesses to achieve their marketing goals. All it takes to take your business to the next level with an Instagram marketing campaign is just a little planning, and a lot of passion and creativity. We can’t wait to see what Instagram campaigns you make!

Plan content, schedule Instagram posts, and find UGC with Later:

Successful Instagram ad campaign

What is Instagram Ads?

After being acquired by Facebook in 2013, Instagram began providing ad space to select businesses. It has grown rapidly after they opened up Instagram ads to all advertisers in 2015, and by 2017, they had surpassed 1 million.

Instagram ads are managed through Facebook Ads Manager, which gives marketers multiple targeting options as well as the ability to create ads for both platforms at the same time. Our agency provides professional social media advertising services and paid advertising. nine0003

Ads that appear in your audience's feed, as well as ads in stories that appear when users scroll through stories, are only available for ads on Instagram and Facebook.

Why invest in Instagram ads?

Social media technologies may seem cost-effective at first glance, but they take time, a lot of trial and error, and can only help you when you're dealing with constantly changing social media algorithms. nine0003

That's why it's important to focus on a social media plan that includes both organic and paid methods. So you get the best of both worlds. You actively engage with your audience and upload content to your Instagram feed, but you also use paid advertising to reach an even larger audience that may not yet know about your business.

Instagram ads are a great way to showcase your product because it's a visual platform, and with Instagram shopping, you can make it easier than ever for them to convert immediately into consumers. nine0003

How much does Instagram advertising cost?

The cost of Instagram ads is determined by a number of criteria, including the mobile device you target, demographics, day of the week, and even when your ad is shown during a major TV event.

It all comes down to your target audience, which is why knowing Instagram demographics is so important.

Advertising placement is another factor that affects the price of advertising. While Facebook right-column ads are the most expensive, Instagram feed ads and story ads are among the most cost-effective, with CPCs ranging from $0.80 to $1.30. nine0003

So how can you fit this into your existing marketing budget? It's critical to stay focused on your year's main goals and objectives and only spend money on marketing and methods that make a profit.

Spend money on posts and content that you know works well organically. Test everything to see what works best, then dedicate the bulk of your advertising budget to it. Be sure to measure the success of your ads and note anything that didn't go as planned. nine0003

How to make Instagram ads

As stated earlier, you can create Instagram ads directly from the Facebook Ads Manager. This makes things easier because you can manage your Facebook and Instagram ads in one place.

Log in to your Facebook account, go to your ad manager and create a new campaign to start developing your first Instagram ad.

1. Decide on the purpose of your ad. nine0054
Once you've created a new campaign, the first step in creating an Instagram ad is to determine the purpose of your ad.

There are many options to choose from that fall into three categories: awareness, attention, and conversion. There are many types of advertisements to choose from, including:

Brand Awareness . This is a great way to attract users who will interact with your ad and increase brand awareness. nine0065
Reach : Brands that want to show their ads to as many people as possible should use this option.

Traffic : Perfect if you want people to visit your website, landing page or app.

Involvement . If you want people to enjoy your ad, comment on it, or share it, you must make engagement your goal.

App installs : Brands that direct people to the app store to download or purchase apps should strive towards this goal. nine0065
Video Views : In-Stream ads highlight development, product releases, and behind-the-scenes footage to visually convince consumers to watch.

Lead Generation : Are you just looking for people who are interested or intrigued by your brand? Set a lead generation goal.

Messages : This encourages customers to interact with your company to get answers to questions about products, get help, or make purchases. nine0065
Conversions: This goal is great if you're aiming for direct sales actions in your ads, such as submitting payment information or making a purchase.

Catalog Sales : This format is for brands to display products from their product catalogs (which must be configured to use this format), which then target their audience.

Store Traffic : This is ideal for businesses promoting multiple locations to increase store traffic. nine0065

Make an informed decision when choosing a goal. Your ads are more likely to be disapproved if you choose a meaningless goal, such as creating traffic ads for videos or post ads for posting on Instagram.

Also, you don't want to waste advertising by choosing an objective that is not related to the material you are promoting.

2. Name your Instagram ad campaign.
Once you've selected your ad objective, the screen will expand and you can name your campaign. Because this is the most effective approach to tracking your ads in the Instagram Ads Manager, I highly recommend that you be careful about naming each campaign. nine0003

What are you trying to promote? Is it an ad once a month? Please indicate which month you are working. Enter a name for the promotion. Find a naming system that works for you and makes your ads easy to find and track.

You can also run an ad split test and try out other options while we're here, and determine if you should optimize your ad group budget.

A split test, often known as an A/B test, compares multiple versions of an ad or set of ads, allocating the largest budget to the ad that performs best. In this way, you will be able to increase the conversion rate and increase the number of sales of your store. nine0003
Your ad budget will be automatically distributed across ad groups thanks to Campaign Budget Optimization. You have the option to automate this process or manually determine how much each ad set should spend based on your own testing and results.

3. Decide where you want your ads to appear.
Although the audience selection option is first on the screen, it's a good idea to scroll through it and select Instagram-only placements instead. Because different ad features are available for different placements, it's a good idea to get rid of this first. nine0003

Simply uncheck Facebook and Audience Network on the platforms to have your ads appear only on Instagram.

4. Decide who you want to involve.
Now the most interesting part. You can get to the bottom of Instagram ads by targeting your audience.

You don't want to waste money trying to contact everyone. This is your chance to learn everything you can about the demographics, hobbies, and behaviors of your target audience. nine0003

In Ad Manager, you can target the following audience types:

Location : Select or exclude audiences based on very specific regions, such as zip codes and addresses, or broad areas, such as global regions or countries .

Age : Select a specific age range (13 to 65+).

Gender : For your advertisement, you can choose between all genders, male or female. nine0065
Detailed Targeting : Three sub-categories have been created:
Based on life choices, jobs and education, demographics allow people to be included or excluded.
Users are filtered by interests based on the pages they like, the activities they participate in, and the topics they are interested in.

Shopping, activities and vacation plans are all about behavior.

Languages  : Only if you are targeting people who speak a language that is not widely spoken in the region. nine0055 People who have previously linked to your app, event, or Page: Select people who have already linked to your app, event, or Page.

Links : You can also create custom audiences based on the pixels you have placed on your page. This will include users who have visited your website or a lookalike audience of individuals with comparable habits and interests.

5. Set your advertising budget and deadlines. nine0054
When it comes to budgeting and scheduling your Instagram ads, you have complete control over when and how much you spend.

First of all, you have to choose between daily and lifetime budget. Daily budgets allow you to run your ads forever by using your daily budget (you can still choose start and end dates), while lifetime budgets allow you to run them for a specific period of time. nine0003
You can specify an exact schedule for your ads if you choose a lifetime budget. Maybe you want them to only air on weekdays or weekends. You can specify the days and times when your ads will be shown to your target audience manually.

6. Select an Instagram ad format.
Click Continue to return to the Ad Creation Dashboard after completing the last three steps. You will submit your content, write your promotional text, and post your ad here. nine0003

Different formats are available depending on the purpose of the ad you chose at the beginning of this article, but the most common Instagram ad formats are:
Carousel ads allow consumers to horizontally scroll through a series of images or videos on their mobile devices.
Users can buy items directly from ads when they see a collection ad. nine0055 Movies are short video clips that can be between 3 and 60 seconds long.
Ads between user stories: These can be photos or videos that appear when consumers click on the stories they follow.

Start promoting on Instagram right now.
Ready to run Instagram ads yourself? We can't wait to see what you come up with. Or contact us to develop a winning Instagram advertising strategy. nine0003

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How to Run a Successful Instagram Ad Campaign

Instagram advertising has different goals and requires an alternative approach to other social media marketing methods. Because platform users are actively engaged, Instagram is especially conducive to establishing connections with the target audience, building brand loyalty and, ultimately, increasing conversion rates. In fact, 60 percent of users claim to have discovered products on Instagram, and 30 percent say they purchased what they first saw on Instagram. nine0003
To make sure you're running a successful Instagram ad campaign, it's best to understand the different ad options and how to use them most effectively. Before we get into those details, here are some tips for successful Instagram ads that make or break any of the available ad formats on the platform.

Top 5 Instagram Ad Tips

These top Instagram ad tips will work for all ad formats.

1. Know your audience. Clearly, with 71 percent of Instagram's global user base under the age of 35, the platform is attracting a relatively young audience. In addition, 72 percent of teenagers in Russia use Instagram, making it the top social platform for people aged 13 to 19. Therefore, you will want to customize your target audience according to these demographics and show your ads that target an older audience. on other social networks. Also, make sure your Instagram ads are engaging with your target audience by following the latest Instagram trends. nine0003
2. Use your best and most interesting images. Instagram is an image-based social media platform. With over 1 billion active users every month, they attract an incredible amount of content. You want to make sure yours stands out by using your highest quality and most compelling visual media. If you need inspiration, check out the top 10 content types that get the most engagement on Instagram. nine0003
3. Keep your signatures short and sweet. Because Instagram is such a visual platform, users generally don't expect or want to read long captions. The visuals themselves are the main attraction on this platform, so keep words to a minimum.

4. Use video! On Instagram, videos get 38% more engagement than images, so take advantage of that higher engagement rate with video ads. nine0003
5. Turn on the Call to Action. There is no point in capturing your audience's attention with a fantastic ad if you don't give them the next step. A call to action (CTA) tells your audience what they should do in response to an ad. For example, "buy now!" is a regular, simple and direct CTA. Make sure you include a call to action so users can engage more with your brand and increase your conversion rate.

What, why and how in Instagram advertising

To implement a successful social media marketing strategy on Instagram, you must consistently post high-quality organic content on your page. An Instagram ad campaign can help complement this content by increasing reach and engagement. This will help increase your conversion rates and return on investment (ROI) more than organic content alone.

The first step in creating an Instagram ad campaign is to understand your advertising options. Before you pay your first dollar, make sure you research the different types of paid Instagram ads, the pros and cons of each, and how to optimize their performance. nine0003
This guide will briefly describe the logic behind creating some of these ad formats, with further reading available on the Instagram ad page or AdEspresso's "Getting Started" guide.

Instagram Ads: Paid Influencers

Social media influencer pay is a unique form of Instagram advertising that involves direct contact with an Instagram influencer (i.e. one with many active followers) and paying them to support or advertise your brand. This is one of the newest and most effective versions of word of mouth marketing strategy. This can be incredibly successful if you have a specific target audience that trusts and follows certain influences. This is not an official paid Instagram ad campaign because instead of paying for Instagram, you pay directly to the influencer. nine0003
Instagram Ads: Boosted Posts

Organic Instagram posts can be a useful tactic for successful Instagram ads.

Instead of requiring you to develop content specifically for ads, improved organic original content posts are already available on your Instagram page. This means that the exact same post you shared on your Instagram page is shown to an audience outside of your followers and will show up as a sponsored post in non-follower channels. Any interaction with a boosted post will show up in a post on your page, even if the post has received a Facebook engagement. Because of this, promotion can be the perfect Instagram advertising strategy for your business if you are trying to increase engagement and create more User Generated Content (UGC) on your Instagram page. If you have a post that is already doing particularly well, you can also use any UGC you already need to improve ad performance. This is a useful strategy because people are more likely to interact with posts that have already received a lot of attention from other users. nine0003
Instagram partnered with Shopify last year, which means businesses can now tag products in their posts and allow users to buy products in the app. This tool is especially useful when advertising on boosted posts, as you can now encourage immediate purchases rather than relying on increasing activity on your page or directing users to your website.

There are two ways to boost your existing posts:

1. Elevated positions. Promoted Post is the only Instagram ad you can create without leaving the Instagram app. It can also be promoted only on the Instagram platform. This form of Instagram advertising is often considered less valuable because it offers a simplified and relatively limited version of Facebook Ads Manager, the page where all other Instagram ads are made. To promote an existing post, click the Promote button that appears below all posts in your business profile and fill in the target audience based on gender, location, age, and interests. You also have the option to include a link and a CTA button. nine0003
Promoted Posts can be a great introduction to Instagram advertising for businesses new to the platform, but due to the relatively limited options for targeting and ad content customization, it is often the weakest Instagram advertising strategy for increasing engagement and conversions.

2. Advertising posts. Sponsored posts are often confused with promoted posts because both support existing posts on your Instagram page. Sponsored posts are different in that you promote the post through the Facebook Ads Manager instead of through the Instagram app. nine0003
Sponsored posts are generally preferred over promoted posts because they give you full access to Facebook Ad Manager's audience targeting capabilities, allowing you to boost your Instagram posts on both Instagram and Facebook. In addition, any interaction from any of the social networks will be transferred to your existing Instagram post.

Instagram Ads: Ads in News

One of the most common advertising strategies on Instagram is the use of ads in News Feeds. nine0003
This form of Instagram ads displays ads in the user's news feed in a similar way to their own posts. These ads are separate from the content you would have placed on your Page and are created in the Facebook Ads Center to serve your intended purpose. There are four types of newsfeed ads:

1. Single image ads . This is the simplest ad in the News Feed, consisting of a single image, a headline and a CTA button. Compared to other types of newsfeed ads, they don't generate much interest. However, they can be incredibly useful for A/B testing, allowing you to create up to six different versions of an ad with the same image and different words or calls to action to compare performance. nine0003
2. Video advertisement . Videos have more engagement than images on Instagram, making video ads one of the most effective ad types. Video ads can be up to 60 seconds long, giving you the ability to hold a user’s attention longer, tell the full story about your brand, and truly engage your audience. Videos are especially effective for building brand loyalty and getting attention on your page. The downside to video ads is that they can be time consuming and expensive to create. nine0003
3. Ad collection . The ad collection is a collection of videos and images that showcase your products. These ads allow users to shop directly from them by interacting with a clickable CTA that says "learn more" or "purchase" and redirect them to a page where they can shop directly from the product listing.

4. Carousel Advertising. Carousel ads allow you to post 2 to 10 images or videos that users can scroll through. This Instagram ad style gives you the opportunity to be creative and tell a story about your brand or product without the energy and resources required for a long video. These ads are especially useful as they increase the duration of interaction with your post as users spend time browsing. nine0003
Instagram Ads: Story Ads

Story ads are a particularly unique and compelling form of Instagram advertising.

According to Statista, 500 million people use Instagram Stories every day, making it the perfect place to focus some of your advertising efforts. Organic Stories is a useful way to increase engagement with your audience by creating interactive content and telling your brand story. One of the benefits of Story-based Instagram ads is that they can look and feel very similar to regular stories, which provide a great user experience. nine0003
Create Story ads with their unique vertical full screen format to make them more attractive so users can interact with you. One of the trickiest parts of Story ads is that users can quickly tap or swipe through them and skip key information. On the other hand, a story CTA takes the form of a shortcut feature that allows users to go directly to your business website. nine0003
You can run two types of Story Ads:

1. Image Story Ads . These ads play for 15 seconds between other users' stories. It is important that these images are optimized for the vertical format of the story as well as engaging so that the viewer is more likely to view and interact with the ad. Because stories don't have any caption option, it can be tempting to put a lot of text on visuals, but it's best to let them speak for themselves as much as possible. nine0003
2. Video advertising history. These ads also play for 15 seconds between other users' stories. As with historical images, capturing the audience's attention is very important, as users often follow links quickly. Also, since you only have 15 seconds, it can be difficult to tell your story quickly and still give your viewer enough time to scroll through your CTA.
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