Posting on Instagram. Official ad on Instagram. Advertising placement through specialized exchanges

md. Chernaya Rechka, 15 Saint Petersburg, Russia 8 812 497 19 87

Advertising on Instagram opens up huge opportunities for attracting target audience in companies of all sizes. If earlier no one perceived Insta as an advertising platform, now something incredible is happening here.

The activity is high, there are a lot of promotion tools (and Facebook continues to add new ones). One cant: the more players join this movement, the higher the competition becomes. Well, just like everywhere else.

I have one question for you: are you in the subject? Do you want to get access to the multi-million target audience of Instagram users, attract them to your project/business and turn them into clients?

If the answer is yes, then you are right place. I will help you create and run an Instagram ad campaign.

In this article, I'll walk you through everything you need to know to create your first ad, as well as analyze the effectiveness of your ad campaign and improve your results.

This article was based on Buffer blog guide. Therefore, the statistics of the platform are given in English.

Navigating the guide

Instagram marketing campaigns are built on top of Facebook's extensive and powerful advertising system. Never before have advertisers been able to target audiences based on age, interests, and behavior in such a targeted way.

Therefore, our guide turned out to be quite voluminous. To make it easier for you to read it and not to overload your head, six short chapters have been allocated.

You can read them from beginning to end (I will be very grateful!) or skip to the part that interests you:

How to choose goals, define the target audience, place ads, set up a budget and schedule, how to launch Instagram ads through Facebook.

A detailed breakdown of each of the formats you can use for ads, as well as instructions on how to create them.

A quick guide to promoting existing Instagram posts as ads.

Screenshots and tips for using Facebook Ads Manager to measure and analyze the performance of your Instagram ads.

A short chapter with answers to some popular questions about Instagram advertising.

Chapter 1: Introduction to Instagram Marketing

5 reasons to advertise on Instagram

Audience Growth
Instagram is one of the fastest growing social media platforms. TrackMaven analyzed 26,965 brands across industries and found that 100% of companies grew their Instagram followers between 2015 and 2016.
Attention
On average, users spend 50 minutes daily on the Facebook, Instagram, and Messenger apps. In the US, every fifth minute of smartphone use is spent on Instagram or Facebook.
Determination
An Instagram study found that 60% of app users admit to learning about products and services on Instagram, and 75% say they take action after viewing Instagram ads. certain actions: Visit the site, search for information about the company or tell friends about it.
Targeting
Instagram ads are powered by the Facebook advertising system, which is famous for its powerful targeting capabilities.

You can define your target audience by location, demographics, interests, behavior, and more.

You can even make your audience people who have already bought your products or interacted with your company, as well as users similar to them.
results
According to Instagram data, which evaluated more than 400 campaigns from around the world, Instagram ad responsiveness is 2.8 times higher than the Nielsen norm for online ads.

Do you need advertising on Instagram and is it right for you?

1. Demographics - can your target audience be found on Instagram?

According to Statistic data as of December 2015, the largest group of Instagram users in the US are people aged 18 to 34 (26%), followed by users aged 18 to 24 (23%).

Pew Research Center found that in the US, Instagram is mostly used by women (38%), not men (26%). And although the study took into account only Americans, we are sure that similar trends can be traced globally.

Chapter 3: Instagram Ads: 6 Ad Formats

Once you've decided on your budget, audience, and placements, it's time to create your ads.

You can choose from six ad formats for Instagram- four of them are suitable for the feed and two for Instagram Stories.

Instagram feed formats

Here are four Instagram feed ad formats (more on Instagram Stories formats in a bit):

Carousel (with 2 or more scrollable images or videos)
One image
One video
Slide show
Canvas (Instagram does not currently support this format).

Advice: You will find all image and video requirements in the Facebook Ads Manager section when you upload your media files.

ring gallery

These are ads with 2 or more scrollable images or videos.

How to create a carousel ad:

If you haven't connected your Instagram account, you can do so now.

The next step is to create cards for your ad. You can add up to 10 cards to one ad.

For each card:

Advice: Facebook has a great an overview of the carousel format. There you will find examples best instructions, recommendations and much more.

Ad Formats for Instagram Stories

Ads in Instagram Stories will appear between users' stories. Here are the two formats available for such ads:

One image
One video

Advice: To create an ad for Instagram Stories, you need to select the Reach objective and select Stories under Placements.

A small addition about Instagram Stories (not related to advertising)

Do you have a question - how to add an active link to Instagram story?

So, I’ll explain right away without any preludes: in order to add a link to the Stories, you need to have an Instagram business account and at least 10,000 subscribers. Only after that you will have such an opportunity.

I described the whole process in more detail on the blog,

Chapter 4: Instagram Ads: Creating In-App Ads

If you don't want to create ads in Facebook Ads Manager, you can do so directly from the Instagram app.

The app allows you to promote existing posts from your Instagram account - in fact, it's the only way to use existing Instagram posts as ads.

Before you get started, you must consider a few requirements:

You need to get a business profile on Instagram (

How to make and place ads on Instagram: video tutorial and tips

The main points are:

How much does advertising on Instagram cost?

Budgets are up to you. Everything depends on you. If we talk about the cost per click, then I have about the same indicators. On average, a click costs 8-10 rubles, if for similar audiences. According to the retargeting database, a click costs 3-5 rubles. I now advertise there only on the basis of retargeting. On average, I think you need at least 300 rubles a day to get at least some results from advertising.

What it is?

Let's say you have a customer base for your product. You can upload this database to Facebook, and using the “similar audiences” tool, the system will select an audience that will be as similar as possible to existing customers. Age, gender, interests, etc. will be taken into account. This tool greatly facilitates the work of finding exactly your audience.

In addition, this tool can be used not only on the basis of existing buyers, but also on the base of people that you can collect using the Facebook pixel.

If you don’t have a base that could serve as the basis for “similar audiences”, then before launching ads on Instagram, I advise you to think about the target audience of your product. Facebook has a well-thought-out system of detailed targeting, which allows you to choose exactly the audience that needs your product.

That's all, the setup itself is shown in the video tutorial above. I hope the lesson was useful for you!

Ask your questions in the comments, and you can also read about (all ways).

I am glad to welcome you, dear readers! Today I again propose to discuss some of the nuances. Namely - promotion through advertising and earnings on it. The topic didn't just happen. The first of October is coming soon, which means that Instagrammers have a reason to celebrate the anniversary of the start of advertising campaigns in their favorite social media. networks. This resource is quite young and surprisingly popular, so advertising on Instagram has not yet become expensive, it is accessible even to beginners and is very effective.

Impartial statistics testify to the effectiveness:

social the network has 400 million active users;
80 million new photos appear on the pages every day;
75% of users are not US residents, but representatives of other countries;
according to statistics, over the past six months, half of the new users came from Europe and Asia;
The monthly Russian audience viewing Instagram is 18.5 million people.

I think the numbers are pretty convincing, especially if you add that Instagram is one of the fastest growing networks in the world, and the above data may change upwards soon.

1. Targeted advertising on Instagram, the benefits

You conducted an advertising campaign on Instagram, but it turned out to be less successful than that of your competitors - it's not about the site itself (bad, good - this does not happen a priori, if the ad is successful, then it will work as it should), but in the nuances of the resource. Instagram is not as simple as many people think about it, and requires careful work to create ads that fit perfectly into its specifics. Those who understood this were the winners, they quickly and without problems promoted their account (brand).

Targeted advertising on Instagram costs an advertiser an order of magnitude cheaper than in other popular social networks. networks, since the number of competitors is less. Yes, a year has passed, advertisers have realized the benefits of Instagram, but the pricing policy has still remained loyal.
A huge number of users allows the advertiser to count on a rapid increase in the number of subscribers, 30-40 percent of which will be the target audience.
According to research data from Kenshoo, Instagram users are 2.5 times more likely to click on ads than on other posts. And the overall activity of Instagrammers is much higher than that of users of other social networks. networks.
The high loyalty of Instagram users to brands is a very attractive moment for companies. The GlobalWebIndex agency conducted a series of studies showing that Instagram users are very active in following company accounts. This is not observed on Facebook and VKontakte.
Targeting options on Instagram from Facebook. This social the monster over the years of its existence has collected a huge amount of data about its users and now allows them to be used for advertising on Instagram.

2. How does Instagram advertising work and who is it suitable for?

Despite all its attractiveness in terms of creating advertising campaigns, Instagram is not suitable for some companies, especially if their activities are related to the production and sale of 2b2 goods. Companies that “sit” on Instagram did not come there to look for suppliers necessary equipment or software for your own activities. They came to sell their product or service, and they themselves are busy advertising their product.

In addition, returning to the statistics, I should note that the main audience of Instagram is women aged 17 to 35, so products that are of interest to them will be much more in demand.

How advertising on Instagram works and, most importantly, on whom, it becomes clear after studying age category users. Those companies that are interested in this particular segment of consumers - young women - get extremely high results after launching their advertising.

Just don’t think that only perfumes, tights and white fur coats are advertised on Instagram. I'm just informing you about the most common and popular types of goods, but I do not at all deny your ability, luck or talent in advertising. There are exceptions on Instagram when advertisers offering complex and serious products and services have managed to achieve stunning results by acting outside the box. But such cases are rare.

Therefore, a few tips for those who do not want to miscalculate:

If you decide to advertise on Instagram that is non-standard for this social. product network, then act outside the box: you need maximum creativity and high-quality visual confirmation that the product is really good - you sell building foam, so tell about it in an unusual, bright way, post a series of extraordinary photos - and you will definitely find buyers;
If you do not risk going beyond the standard preferences of Instagram users, then your product should be attractive both visually and in terms of price, present the most ordinary Chinese sweaters in a way that no one else presents, choose the most good photos goods for advertising.

3. Advertising in social. instagram network, who should do it?

online stores (with the condition of posting successful photos of a visually attractive product - cosmetics, bags, clothes, shoes, children's things and toys);
developers of mobile offers;
hand-made masters and shops of materials for needlework;
restaurants, bars, cafes, persons who prepare home-cooked meals at home and distribute them to offices;
travel companies;
companies involved in the organization of solemn and festive events (weddings, birthdays);
companies offering repair and interior design services, as well as landscape design;
flower shops;
freelancers (photographers, copywriters, translators, book authors, website developers, web designers), by the way, blogger ads on instagram, if you paid attention, the most lively and catchy, if you like it, you can order a similar one for yourself from them, the price depends on the popularity and demand of the author.

4. Instagram advertising, types and cost, efficiency level

website clicks are one of the most simple ways to get traffic, however, you should not forget about an important nuance: if it is more interesting or more convenient for a user to study your product on the Instagram page, he can only be lured to the official website with a very, very, very sweet gingerbread, so come up with a way to keep the attention and loyalty of users and in the account, and on the site (this can be discounts, participation in contests with prizes, cash rewards for comments - a standard marketing set);
promotional videos lasting 30 (!) seconds, in other social networks. networks for more than 15 do not count, videos can be with or without calls, but it is important that they do not annoy users;
advertising carousel - the essence is to fit in the text of the ad several photos that replace each other - spinning, ensuring the memorability of an advertisement or brand, this format of advertising is in demand among large companies.

As for the cost, no one will tell you a specific figure that is the same for all types of advertising and for all categories of accounts, since the page category is a conditional concept and depends on the “commonness” or “stardom” of its owner, rating, target audience, subscriber activity.

the quality of advertising, the presence or absence of calls to action;
the planning of your advertising campaign, its goals;
specifics of the target audience;
uniqueness of the offer;
features of your business (brand).

Advertising on Instagram, the types and cost of ads, depend on the nuances that many consider insignificant trifles, but I would not advise you to treat them so dismissively - there are no trifles in promotion.

If you still require specific numbers, then I can only name the approximate cost of advertising, it fluctuates very much: there are accounts that modestly ask for 3-10 rubles per click (a suitable option for low-cost newcomers to advertise their page), and there are those who need to spread 100-150 rubles for the same click (when your account reaches a certain rating, you will also be able to earn on advertising by setting the same prices or higher).

Start from these amounts, determine for yourself how many advertisements and what type you can handle, provide a budget for advertising company in advance.

From the moment when the official advertising on Instagram starts, your account (brand) gets a chance for recognition, traffic and increase in sales. Instagram is a really powerful tool for promoting and developing a business, which is proven by more than one success story that began in this social network. networks.

I do not want to convince you, to urge you now, to hastily put together an advertisement and launch it. Firstly, haste in this matter will not give results, and secondly, you yourself need to choose the optimal platform for promotion. Just informing all interested users about the possibilities of Instagram. And I wish success to those who will advance on this or any other platform.

5. What other ways are there to advertise on Instagram?

I think you have noticed more than once that some incomprehensible person subscribes to your page, or someone incomprehensible likes you or leaves a comment - it doesn’t matter. In any case, most users with interest go to the page from which the action was performed and see who paid attention to it.

Thus, it turns out that we can also do simple actions with other pages, thereby motivating the user to go to our account, where he can see our ads.

On the one hand, this is an easy way to attract attention, on the other hand, doing such work is very tiring. Well, you will do 100-200 actions in a couple of hours and then you will get so tired of it that you won’t want anything for another week. Moreover, it is worth considering that not everyone will be interested in your offer, which means that clicking on everyone in a row is not the case.

But what if there was such a program that could perform similar work, say, from 1000 operations per minute. Moreover, if this program could also work for the audience we need, for example, only for men in the city of Rostov-on-Don. Agree, it would be great. And money for paid advertising could be saved and time for self-promotion.

So, I hasten to rob you, there is such a miracle. This program is called Socialkit. All you need to start working with it is to register on the site, download the program and install it. The result will not keep you waiting.

6. Conclusion and conclusion

Actually, this is where my today's article ends and therefore I would like to summarize.

Today we have analyzed only a part of all possible types of advertising on Instagram. However, I think there is enough information to get started. Without a doubt, over time, more articles will appear on the blog describing special tools and services that facilitate promotion in this social network. networks.

And before completing the article, I want to turn to users who already have experience in this matter: please share your experience in the comments, I'm sure many of the readers will be interested.

Sincerely, Sergey Ivanisov.

People who have no flaws have very few virtues.

If you are on Instagram and periodically scroll through the feed, then you have probably come across ads. And most likely clicked on this ad. And even sometimes found what you need. Delivery of sushi or some hydraulic pumps in the suburbs.

A feature of this ad is that ads on Instagram are usually launched through Facebook, which can cause a number of difficulties. Therefore, we decided to publish step by step instructions How to set up Instagram ads, which will help you overcome these barriers and launch your ad in just 20 minutes. You will also get acquainted with the basic settings for targeting different audiences.

How to run ads on Instagram: an overview of all possible ways

How to set up ads on Instagram through Facebook: a detailed guide

The first thing to start with. You won't be able to run ads without a business profile.

Setting up an advertising account on Facebook

Next, we move on to setting up an advertising account. After setting up a business profile, a “Promote” button appears under Instagram posts, but when using this method of launching ads, you will have more limited targeting options.

To do this, go to Facebook and on the main page, in the left column, select "Create an ad."

In the payment methods, click "Add payment method" and link your debit or credit card, to confirm the link, Facebook will charge you a symbolic amount of up to 100 rubles, and then credit it back to the card.

Creating an advertising campaign

We open Facebook. You need a page to which you linked your Instagram account. In the top menu, click "Create - Advertisement". A window for creating an advertising campaign will open, where the system prompts us to select a goal. Then we return to the "Ads Manager" tab.

Click "Create Company".

Let's think of a name. Try to make the names speaking, so that later it would be easier to navigate and analyze them.

Not everything can be chosen as a promotion goal, and if your ad is aimed at promoting your Instagram account or attracting an audience, then the only right option is "Engagement".

Then "Engagement to Post".

Create an ad group and target

At this stage, you need to select the audience to which the ad will be shown, set the time for the ad to be shown, and set the budget limits. Depending on who your target audience is and what region you work in, set the settings as shown in the figure.

In detailed targeting, you can set the interests of the target audience. For example, if you have gynecology, then your interests may be children, child care, motherhood. But pay attention, in the figure, “Marketing” is selected as an interest 4 times, which at the same time covers completely different people who studies marketing, those who work in marketing and who hold the position of marketer.

Placement types are the most important setting item!

Here you need to click edit placements and disable by unchecking impressions on Facebook. Even if you want to advertise both there and there, it is better for Facebook to create a separate company.

In determining the budget, be guided by your goals and capabilities, but for starters, you can put 100 rubles a day. Even with this you will get good feedback!

Then scroll to the bottom of the page and click Continue.

Creating an advertisement

1. Using the current publication. As an advertising post, you can use a post from your Facebook business page. You won’t be able to get likes and comments on your post on Instagram. Therefore, we recommend the second option, to create a separate advertising post.

2. Create a new ad

Select "Single Image".

Then we upload 6 different images. Why 6? When you upload 6 images, different images will be shown alternately on Instagram and those that users like, Instagram will show more often. This way you will make an A / B test and even more.

We add the text of the ad and on the right we open the view of our advertising on Instagram. We press to place an order, after which our advertising campaign will go for moderation, after which the impressions will begin.

That's all! Now look at the clock, managed to meet in 20 minutes? Write your answer in the comments!

How to make a selling ad on Instagram?

We figured out the technical issues, now let's move on to creativity and try to make a selling ad on Instagram, which will allow you to get the most out of your investment.

Since Instagram is a social network in which the emphasis is shifted towards visualization, the task of an advertising image is to attract and keep attention. To do this, it must be bright and different from what we usually see in our feed, otherwise the person will simply scroll past without noticing you.

In the first example, it may seem that this is another photo of your girlfriend or someone else, the look does not cling to anything. In the second example advertisement a bright background is chosen, and the text that broadcasts the sentence is also used. By the way, the text on the image should be no more than 20%, otherwise Instagram will limit the audience of the show.

Announcement text

As for the advertising text of the ad, it is better to place the most important of it on the image, since the text under the post is read much less. On the photo that will be shown in the advertisement, it is better to write the main benefit, price or call to action. And already under the image itself, you can describe the proposal itself in more detail.

In the fall of 2015, Facebook opened the possibility of creating and launching targeted ads for users in social network Instagram. In this article, you will see a step-by-step guide on how to set up these ads through the Facebook Ads Manager.

What does an Instagram ad look like?

It looks like a regular Instagram post, plus it can have a call-to-action button at the bottom that leads to an external site, and there is always an “Advertise” label in the upper right corner.

What can you advertise on Instagram?

a link to an external site (including using a video instead of a photo)
link to an external site with conversion tracking
video
mobile applications

Facebook is also promising to add the ability to advertise any post from your Facebook Page, but my account doesn't have that option yet.

Step-by-step instructions for setting up ads for Instagram

Preliminary actions.

Step 1. Connect your Instagram account to the fan page that you will use for advertising in advance.

To do this, go to the Fan Page Settings, open the "Instagram Ads" section on the left and click the blue "Add Account" button.

Result:

Important feature!
1 Instagram account can only be linked to 1 fan page. You can remove it from the Page and relink it to another one at any time.

Question: Is it possible to make Instagram ads without connecting an account? Yes. What this affects, read further in the article.

That is, I select the Goal "Redirect people to the website".

Note! On the right, you are shown the approximate coverage of people per day for the budget that you specified. Moreover, the reach on Facebook is less than the reach on Instagram. This means that Instagram ads are now cheaper.

Step 5 Scroll below and proceed to the final step - Setup appearance ads.

If you select video, you again have the choice of uploading your own video from your computer or creating a video from slides.

The parameters that the video and slideshow should match, Facebook suggests to the right:

Remember: Facebook skips pictures where the text takes up a maximum of 1/5 of its area (that is, 20%).

The aspect ratio for Instagram can be taken as 1:1 or 1.91:1. In this example, I'm using the exact same image that I'm using for Facebook News Feed ads on desktop. Its dimensions are 600 by 315 pixels.

Even lower in the left column, you configure only 3 options:

- select the same fan page to which the Instagram account is linked,
- write your own advertising text,
- and choose what will be written on the button (I chose "Details").

Now on the right you can see how your Instagram ad will look live in the preview. To do this, click on the horizontal "dice" where it says "Instagram new":

To disable unnecessary, click Delete to the right. Leave only Instagram.

All you have to do is click the green "Place Order" button.

How to see an ad on Instagram itself?

Go to Ad Manager. Open your campaign, Group and ad in it. On the right there will be an "eyes" icon. Click it. A pop-up window will appear. In it, click the link at the bottom "View Instagram permalink with comments".

The disadvantage of this preview is that you can't test the button that leads to an external site, as it only appears on the mobile version of Instagram.

All other functions for editing the ad, targeting, budgeting, stopping and restarting ads are exactly the same as with any Facebook ad.

Now you know how to create Instagram ads with Facebook Ads Manager. Please share your results in the comments.

It might be useful to read: