Instagram Advertising: How to Promote Your Business on the World's Most Popular Photo-Sharing App

By Cepy 9/13/2023 Post a Comment

Hi Online Friends,

If you're looking for a way to reach more customers, grow your brand awareness, and showcase your products or services, then you might want to consider Instagram advertising.

Instagram is one of the most popular social media platforms in the world, with over 1.4 billion monthly active users and 500 million daily Stories users. It's also a powerful marketing tool, with 90% of users following at least one business account and 83% of users discovering new products or services on the app.

But how do you advertise on Instagram effectively? What are the different types of Instagram ads and how do you create them? How much does it cost to advertise on Instagram and how do you measure your results?

In this article, I'll answer all these questions and more. I'll show you how to create engaging Instagram ads that connect with your target audience and drive them to take action. I'll also share some tips and best practices for optimizing your Instagram advertising strategy and maximizing your return on investment (ROI).

As someone who has experience around "instagram advertising", I know how challenging it can be to stand out from the crowd and get your message across. That's why I've created this comprehensive guide to help you succeed with Instagram advertising and grow your business.

Ready to get started? Let's dive in!

What is Instagram advertising and why should you use it?

Instagram advertising is a paid service that businesses use to promote their content on the Instagram platform. You can use Instagram ads to reach a larger and more targeted audience than you would with organic posts, and drive them to take specific actions such as visiting your website, downloading your app, or buying your products.

Instagram ads are managed within the Facebook Ads Manager, which means you can leverage the same powerful targeting, budgeting, and reporting features that Facebook offers. You can also create ads across both platforms with just a few clicks, or run separate campaigns for each one depending on your goals.

There are many benefits of using Instagram advertising for your business, such as:

Increasing your brand awareness and recognition
Reaching new customers who are interested in your niche
Building trust and loyalty with your existing followers
Showcasing your products or services in a visually appealing way
Driving more traffic to your website or landing page
Generating more leads and conversions
Boosting your sales and revenue

According to Instagram, 60% of people say they discover new products on the app, and 75% of users take action after seeing an ad. That means there's a huge opportunity for you to reach potential customers who are ready to buy from you.

How much does it cost to advertise on Instagram?

The cost of advertising on Instagram depends on several factors, such as your campaign objective, target audience, ad format, bidding strategy, and competition. There is no fixed price for Instagram ads, as they operate on an auction system where you bid against other advertisers for the same ad space.

The average cost per click (CPC) for Instagram ads is around $0.50-$2.00, but it can vary widely depending on your industry, location, and time of year. The average cost per thousand impressions (CPM) for Instagram ads is around $5-$6, but again, it can fluctuate depending on the demand and supply of ad inventory.

The good news is that you have full control over how much you spend on Instagram advertising. You can set a daily or lifetime budget for each campaign, as well as a bid cap or target cost for each ad set. You can also pause or stop your ads at any time if they're not performing well or if you want to test different variations.

How do you measure the success of your Instagram ads?

The success of your Instagram ads depends on how well they align with your campaign goals and key performance indicators (KPIs). For example, if your goal is to increase brand awareness, you might measure metrics such as impressions, reach, frequency, and video views. If your goal is to generate leads or sales, you might measure metrics such as clicks, conversions, cost per result, and return on ad spend (ROAS).

You can track and analyze the performance of your Instagram ads in the Facebook Ads Manager, where you can see detailed reports on how your ads are doing across different dimensions such as time, placement, device, and audience network. You can also use tools such as Facebook Pixel, Facebook Analytics, and Instagram Insights to get more insights into your website or app activity, audience behavior, and content performance.

By measuring the results of your Instagram ads, you can optimize your campaigns and improve your ROI. You can test different elements of your ads, such as images, videos, headlines, captions, and call-to-action buttons, and see which ones perform better. You can also adjust your targeting, budgeting, and bidding strategies based on the data you collect.

What are the different types of Instagram ads and how do you create them?

Instagram offers a variety of ad formats to suit different objectives and creative styles. You can choose from the following types of Instagram ads:

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

Each type of Instagram ad has its own advantages and disadvantages, depending on your goal, budget, and audience. Let's take a closer look at each one and how to create them.

Photo ads

Photo ads are the simplest and most common type of Instagram ads. They consist of a single image that appears in the user's feed or Explore page. You can use photo ads to showcase your products or services, tell a story, or convey a message.

To create a photo ad, you need to have an image that meets the following requirements:

Aspect ratio: 1:1 (square), 4:5 (vertical), or 1.91:1 (horizontal)
Resolution: At least 1080 x 1080 pixels
File size: Up to 30 MB
File format: JPG or PNG

You also need to have a headline, a caption, and a call-to-action button that match your objective and audience. The headline can be up to 25 characters long, the caption can be up to 2,200 characters long, and the call-to-action button can be one of the following options:

Apply Now
Book Now
Contact Us
Download
Learn More
Get Showtimes
Request Time
See Menu
Shop Now
Sign Up
Watch More
No Button

To create a photo ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For photo ads, you can choose from Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, or Store Traffic.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Feed or Explore as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Image as your format and upload your image. You can also browse free stock images from Shutterstock or use an existing post from your Instagram account.
Add your headline, caption, and call-to-action button. You can also add a URL if you want to direct users to your website or landing page.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Video ads

Video ads are similar to photo ads, but they use a video instead of an image to capture the user's attention. You can use video ads to demonstrate your products or services, share testimonials or reviews, or tell a story.

To create a video ad, you need to have a video that meets the following requirements:

Aspect ratio:

Aspect ratio: 1:1 (square), 4:5 (vertical), or 16:9 (horizontal)
Resolution: At least 600 x 600 pixels (square) or 600 x 315 pixels (horizontal)
Length: Up to 120 seconds
File size: Up to 4 GB
File format: MP4 or MOV

You also need to have a headline, a caption, and a call-to-action button that match your objective and audience, just like with photo ads.

To create a video ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For video ads, you can choose from Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Lead Generation, Conversions, Catalog Sales, or Store Traffic.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Feed or Explore as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Video as your format and upload your video. You can also browse free stock videos from Shutterstock or use an existing post from your Instagram account.
Add your headline, caption, and call-to-action button. You can also add a URL if you want to direct users to your website or landing page.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Carousel ads

Carousel ads are a type of Instagram ads that allow you to display up to 10 images or videos in a single ad. Users can swipe through the carousel to see more of your content. You can use carousel ads to showcase multiple products or features, tell a story, or explain a process.

To create a carousel ad, you need to have at least two images or videos that meet the following requirements:

Aspect ratio: 1:1 (square) or 4:5 (vertical)
Resolution: At least 1080 x 1080 pixels (square) or 1080 x 1350 pixels (vertical)
Length (for videos): Up to 60 seconds
File size (for videos): Up to 4 GB
File format: JPG, PNG, MP4, or MOV

You also need to have a headline, a caption, and a call-to-action button that match your objective and audience. The headline can be up to 40 characters long for each image or video, the caption can be up to 2,200 characters long for the entire ad, and the call-to-action button can be one of the options listed above for photo ads. You can also add a different URL for each image or video if you want to direct users to different landing pages.

To create a carousel ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For carousel ads, you can choose from Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, or Store Traffic.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Feed or Explore as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Carousel as your format and upload your images or videos. You can also browse free stock images or videos from Shutterstock or use an existing post from your Instagram account.
Add your headline, caption, call-to-action button, and URL for each image or video. You can also reorder them by dragging and dropping them in the desired order.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Collection ads

Collection ads are a type of Instagram ads that allow you to combine a video or an image with a product catalog. Users can tap on the ad to open a fullscreen shopping experience where they can browse and buy your products without leaving the app.

To create a collection ad, you need to have a video or an image that meets the same requirements as photo or video ads, and a product catalog that contains at least four products with images, prices, and descriptions. You also need to have a headline, a caption, and a call-to-action button that match your objective and audience.

To create a collection ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select Catalog Sales as your campaign objective and choose the catalog you want to use.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Feed or Explore as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Collection as your format and choose a template for your fullscreen shopping experience. You can choose from Instant Storefront, Instant Lookbook, Instant Customer Acquisition, or Instant Storytelling.
Upload your video or image and add your headline, caption, and call-to-action button. You can also customize the appearance of your product catalog by choosing the layout, text overlay, and background color.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Stories ads

Stories ads are a type of Instagram ads that appear in between the user's Stories. They consist of a full-screen vertical image or video that users can swipe up to take action. You can use Stories ads to capture the user's attention, create a sense of urgency, or inspire curiosity.

To create a Stories ad, you need to have an image or a video that meets the following requirements:

Aspect ratio: 9:16 (vertical)
Resolution: At least 1080 x 1920 pixels
Length (for videos): Up to 15 seconds
File size (for videos): Up to 4 GB
File format: JPG, PNG, MP4, or MOV

You also need to have a caption and a call-to-action button that match your objective and audience. The caption can be up to 125 characters long and the call-to-action button can be one of the options listed above for photo ads. You can also add stickers, filters, or effects to make your Stories ads more engaging.

To create a Stories ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For Stories ads, you can choose from Reach, Brand Awareness, Video Views, App Installs, Lead Generation, Traffic, Conversions, Catalog Sales, or Messages.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Stories as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Image or Single Video as your format and upload your image or video. You can also browse free stock images or videos from Shutterstock or use an existing post from your Instagram account.
Add your caption and call-to-action button. You can also add stickers, filters, or effects to enhance your Stories ad.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Reels ads

Reels ads are a type of Instagram ads that appear in between the user's Reels. They consist of a full-screen verticalvideo that users can tap to take action. You can use Reels ads to showcase your creativity, humor, or personality, and reach a large and diverse audience.

To create a Reels ad, you need to have a video that meets the following requirements:

Aspect ratio: 9:16 (vertical)
Resolution: At least 1080 x 1920 pixels
Length: Up to 30 seconds
File size: Up to 4 GB
File format: MP4 or MOV

You also need to have a caption and a call-to-action button that match your objective and audience. The caption can be up to 2,200 characters long and the call-to-action button can be one of the options listed above for photo ads. You can also add music, effects, or stickers to make your Reels ads more fun.

To create a Reels ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For Reels ads, you can choose from Reach, Brand Awareness, Video Views, App Installs, Lead Generation, Traffic, Conversions, Catalog Sales, or Messages.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Reels as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Video as your format and upload your video. You can also browse free stock videos from Shutterstock or use an existing post from your Instagram account.
Add your caption and call-to-action button. You can also add music, effects, or stickers to spice up your Reels ad.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Explore ads

Explore ads are a type of Instagram ads that appear on the Explore page, where users go to discover new content and accounts. They consist of a photo or a video that users can tap to see more details or take action. You can use Explore ads to reach users who are in an exploratory mindset and open to new ideas.

To create an Explore ad, you need to have a photo or a video that meets the same requirements as photo or video ads. You also need to have a headline, a caption, and a call-to-action button that match your objective and audience.

To create an Explore ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select your campaign objective from the list. For Explore ads, you can choose from Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, or Store Traffic.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Explore as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Image or Single Video as your format and upload your image or video. You can also browse free stock images or videos from Shutterstock or use an existing post from your Instagram account.
Add your headline, caption, and call-to-action button. You can also add a URL if you want to direct users to your website or landing page.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

IGTV ads

IGTV ads are a type of Instagram ads that appear in between the user's IGTV videos. They consist of a vertical video that users can skip after 15 seconds or watch until the end. You can use IGTV ads to monetize your long-form video content and share a portion of the revenue with Instagram.

To create an IGTV ad, you need to have a video that meets the following requirements:

Aspect ratio: 9:16 (vertical)
Resolution: At least 1080 x 1920 pixels
Length: 15 to 60 seconds
File size: Up to 650 MB
File format: MP4

You also need to have a title and a description that match your objective and audience. The title can be up to 75 characters long and the description can be up to 2,200 characters long. You can also add hashtags, mentions, or links to your description.

To create an IGTV ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select Video Views as your campaign objective and choose the IGTV video you want to monetize.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram IGTV as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Single Video as your format and upload your video. You can also browse free stock videos from Shutterstock or use an existing post from your Instagram account.
Add your title and description. You can also add hashtags, mentions, or links to your description.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

Shopping ads

Shopping ads are a type of Instagram ads that allow you to tag products from your catalog in your organic posts or stories. Users can tap on the tags to see more details or buy the products directly from the app. You can use Shopping ads to create a seamless shopping experience for your customers and increase your sales.

To create a Shopping ad, you need to have a product catalog that contains at least one product with an image, a price, and a description. You also need to have an Instagram business account that is connected to your Facebook Page and catalog.

To create a Shopping ad in the Facebook Ads Manager, follow these steps:

Go to the Ads Manager and click on the green Create button.
Select Catalog Sales as your campaign objective and choose the catalog you want to use.
Name your campaign and set up your budget and schedule.
Name your ad set and choose your target audience. You can use the detailed criteria provided by Facebook or create a custom or lookalike audience based on your existing customers or followers.
Select Instagram Feed or Stories as your placement. You can also choose Automatic Placements if you want Facebook to optimize your ad delivery across its network.
Name your ad and select your Instagram account. If you don't have one, you can use your Facebook Page instead.
Select Existing Post as your format and choose the post or story that contains the product tags from your catalog. You can also create a new post or story with product tags from within the Ads Manager.
Preview your ad and make sure it looks good on both mobile and desktop devices.
Click on Confirm to publish your ad.

A detailed table breakdown related to the topic in a valid HTML table format

The following table shows some of the key differences between the different types of Instagram ads:

Type	Format	Placement	Objective	Length	Cost
Photo	Single image	Feed or Explore	Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, Store Traffic	N/A	$0.50-$2.00 per click
Video	Single video	Feed or Explore	Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Lead Generation, Conversions, Catalog Sales, Store Traffic	Up to 120 seconds	$0.50-$2.00 per click	Carousel	Up to 10 images or videos	Feed or Explore	Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, Store Traffic	Up to 60 seconds per video	$0.50-$2.00 per click
Collection	Video or image with product catalog	Feed or Explore	Catalog Sales	Up to 120 seconds for video	$0.50-$2.00 per click
Stories	Full-screen vertical image or video	Stories	Reach, Brand Awareness, Video Views, App Installs, Lead Generation, Traffic, Conversions, Catalog Sales, Messages	Up to 15 seconds for video	$5-$6 per thousand impressions
Reels	Full-screen vertical video	Reels	Reach, Brand Awareness, Video Views, App Installs, Lead Generation, Traffic, Conversions, Catalog Sales, Messages	Up to 30 seconds	$5-$6 per thousand impressions
Explore	Photo or video	Explore	Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Catalog Sales, Store Traffic	Up to 120 seconds for video	$0.50-$2.00 per click	IGTV	Vertical video	IGTV	Video Views	15 to 60 seconds	N/A (revenue share)	Shopping	Photo or video with product tags	Feed or StoriesCatalog Sales	N/A	N/A (organic)

FAQs about Instagram advertising

How do I advertise on Instagram for free?

You can advertise on Instagram for free by using organic posts or stories with product tags, hashtags, mentions, or links. You can also collaborate with influencers or other brands to cross-promote your products or services. However, these methods have limited reach and engagement compared to paid ads, and they depend on your follower count and algorithm preferences.

How do I get more followers on Instagram?

You can get more followers on Instagram by creating high-quality content that appeals to your target audience, posting consistently and at optimal times, using relevant hashtags and keywords, engaging with your followers and other users, running contests or giveaways, and using paid ads or influencer marketing to boost your visibility.

How do I optimize my Instagram profile for advertising?

You can optimize your Instagram profile for advertising by using a clear and catchy username, a professional and recognizable profile picture, a compelling and informative bio, a link to your website or landing page, and a consistent and attractive theme for your posts. You should also switch to a business account to access more features and insights.

How do I create engaging Instagram captions for my ads?

You can create engaging Instagram captions for your ads by using a catchy hook, a clear and concise message, a strong call to action, emojis, hashtags, mentions, or questions. You should also use a friendly and conversational tone, address your audience's pain points or desires, and provide value or benefits.

How do I use hashtags effectively for my Instagram ads?

You can use hashtags effectively for your Instagram ads by researching the most popular and relevant hashtags for your niche, using a mix of broad and specific hashtags, creating your own branded hashtags, and using no more than 30 hashtags per post. You should also avoid spamming or misusing hashtags, and monitor their performance regularly.

How do I create eye-catching images or videos for my Instagram ads?

You can create eye-catching images or videos for your Instagram ads by using high-quality and original photos or videos, choosing the right aspect ratio and resolution, using bright colors and contrast, adding text or graphics, applying filters or effects, and following the best practices for each ad format.

How do I target the right audience for my Instagram ads?

You can target the right audience for your Instagram ads by using the detailed criteria provided by Facebook Ads Manager, such as location, age, gender, language, interests, behaviors, demographics, or connections. You can also create custom audiences based on your existing customers or followers, or lookalike audiences based on people who are similar to them.

How do I test and improve my Instagram ads?

You can test and improve your Instagram ads by using the split testing feature in the Facebook Ads Manager, which allows you to compare different versions of your ads based on different variables, such as creative, audience, placement, or delivery optimization. You can also use the performance dashboard to monitor your ad results and make adjustments as needed.

How do I avoid common mistakes when advertising on Instagram?

You can avoid common mistakes when advertising on Instagram by following these tips:

Set clear and realistic goals and KPIs for your campaigns
Align your ad creative and copy with your objective and audience
Use high-quality and relevant images or videos that match the platform's style
Write engaging and persuasive captions that include a call to action
Use appropriate hashtags and keywords to increase your reach
Target the right audience based on their interests and behaviors
Optimize your budget and bidding strategy to maximize your ROI
Test different elements of your ads to find the best combination
Analyze your ad performance and optimize your campaigns accordingly
Keep up with the latest trends and best practices for Instagram advertising

Where can I find more resources and inspiration for Instagram advertising?

You can find more resources and inspiration for Instagram advertising by visiting the following websites:

Conclusion

Instagram advertising is a powerful and effective way to promote your business on the world's most popular photo-sharing app. You can use different types of Instagram ads to reach your target audience, showcase your products or services, and drive them to take action.

To succeed with Instagram advertising, you need to follow the best practices and tips that I've shared in this article. You also need to test and optimize your campaigns regularly and keep up with the latest trends and updates.

If you follow these steps, you'll be able to create engaging and profitable Instagram ads that will help you grow your business and achieve your goals.

I hope you found this article helpful and informative. If you have any questions or feedback, feel free to leave a comment below. And if you want to learn more about Instagram advertising or other online marketing topics, don't forget to check out my other articles.

Thanks for reading and happy advertising!

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