Why Instagram ads and why should you consider using Instagram to market your brand and your business when there are other social media platforms available?
Well one of the main reasons is that there are more than one billion active users each month on Instagram. Every day there are more than 500 million users on Instagram. The platform has seen explosive growth since its launch in 2010.
Did you know that Facebook now owns Instagram? The CEO of Facebook, Mark Zuckerberg, was quick to see the potential offered by Instagram and decided to buy it for $1 billion just 18 months after it launched.
More and more businesses have realized the power of Instagram. Most of the world’s top brands now have an Instagram account and it will not be too long until they all do. So surely it makes sense for you to use Instagram for your marketing?
Here are the major benefits of using Instagram for marketing a business:
1. More than a Third of Instagram Users have purchased through the Platform
The end game with any advertising is increased sales. Whether this is done by generating leads first doesn’t matter. You are looking for more sales in exchange for your advertising bucks. So will Instagram advertising help to increase your sales? Well here are a few facts about Instagram:
More than 33% of Instagram users have used it to make a purchase of a product online. This means that an Instagram user is 70% more likely to make a purchase than a non Instagram user.
Think about the numbers here. With a billion active users this means that 33% is over 333,000,000 people that have made a purchase online through the platform. That’s a staggering amount of potential customers that could be interested in what you have to offer. A lot of these users have a history of buying from Instagram.
Another interesting fact is that around 75% of Instagram users will take action after viewing an Instagram advertising post. They will visit your website if that is what you want them to do. If you want them to click a “contact us” or “shop now” button they will do this too. If an Instagram user does not take the action that you want them to then you have the capability to retarget them over and over again until they do take the required action. This is a powerful feature of the Instagram advertising service.
2. Very Advanced Social Media Targeting
Instagram being owned by Facebook is a very good thing. It is well known that Facebook has very advanced targeting functionality and they have brought this to Instagram too. You can display your ads to a targeted audience such as:
- A specific age group
- People with specific interests
- People from specific locations
- People that exhibit specific behavior
Once you have specified your target audience in Instagram you have the ability to retarget them as we mentioned earlier. You can customize your retargeting to take into account engagement with Instagram posts, video views on Instagram, customer email lists and more.
With this kind of targeting functionality you can take your marketing to the next level with Instagram. You can setup specific sales funnels for your Instagram ads that will achieve the results that you are looking for.
Tip: Instagram first offered ads back in 2013 but it wasn’t until 2015 that this was opened up to everyone. Once businesses started to use Instagram Ads they found them to be very effective. At the time of writing this blog the average cost per click of Instagram ads is about $0.70 to $0.80. This comes from an analysis of over $300 million in ad spend on the platform.
3. You can Track Sales and Leads
Another reason why Instagram Ads are so important in marketing your business is that you can track sales and leads all from one place. There is no point spending money on any form of advertising if you can’t measure the effectiveness of it. The good news is that Instagram has the same comprehensive tracking features that the Facebook platform has.
You can track everything including clicks on links, leads generated and conversions. If you want to see the cost per result then this is also possible. It’s possible for you to measure just about everything. If you want to break down results further you can see where leads came from, what device they were using etc.
We would always recommend that you split test your ads and this is easy to track with Instagram Analytics. The metrics available with Instagram Ads are very comprehensive and provide advertisers with the feedback that they need.
4. Tap into an Unreached Customer Base
Statistics show that 50% of people on Instagram will view the profile of businesses that they like on a daily basis. If you don’t have an Instagram account then you will miss out on this kind of action.
It is unlikely that you will be able to find the same level of customers using other advertising channels outside of Instagram. When you establish your Instagram presence you really will be able to tap into a market of potential customers that would be very difficult, if not impossible, to replicate elsewhere.
5. Build your Audience Organically
One advantage that Instagram has over Facebook is that you can build an audience organically that will stay in touch with your brand. You can create a natural relationship without using ads rather than have to force it with ads as you do on Facebook.
Once you start to get followers this will grow organically through word of mouth. When an Instagram user follows your business they decide that they want to see your posts on their timeline. This is great for developing initial interest which you can then build on.
6. You can make Relationships Stronger
Another reason why Instagram ads can be beneficial for your business is that brand engagement on Instagram is 10 times higher than it is on Facebook, 54 times higher than on Pinterest and 84 times higher than on Twitter. With engagement rates on this scale you can expect more interaction with your posts organically.
If a user “likes” a post on Instagram this is archived in their personal “Posts You’ve Liked” section. This is a bank of images that they “liked” on the platform that they can access at any time. You can use this to stimulate conversations and comments with your followers.
Tip: If your goal is to find more potential customers through lead generation to get them on your email marketing list for example you can do this by creating a lead centric ad. The aim here is to drive Instagram users to your website. You can also use this kind of ad to collect more potential customer details and to increase engagement through the use of messages.
7. Learn what your Audience Likes and Dislikes
You can learn a great deal about your audience with Instagram. How good would it be to know what they like and dislike? When you know this you can create specific ad campaigns around this information.
It is easy for you to see what kind of content your audience likes and the content that they don’t like. You can also see the kinds of Instagram accounts that they like to follow. All of this will help you to provide your audience with the content that they are really looking for.
8. The Visual Advantage
If you didn’t already know, Instagram is a visual platform for images and videos. Text can be added but it is not mandatory. This is great because people are far more likely to remember what they see rather than what they hear or read.
Videos are the best media for engagement on social media. Images will also outperform text only posts significantly. You can create videos and images that really make your business stand out for higher engagement and increase your chances of converting followers into customers.
There are very few businesses which cannot benefit from the power of Instagram Ads. Don’t believe others who tell you that they don’t work – they were probably approaching Instagram Ads wrong.
You can use Instagram Ads to generate leads and sales. You can also use them to increase your following on Instagram and improve your engagement levels. Think long term when you are planning to use Instagram Ads.
Always be consistent with your content posting whether they are ads or standard posts. You should use the same voice and tone for your business every time. It is vital that you build trust with your audience on Instagram. Plan all of your ads and make sure that you split test everything. You can then build on the best performing ads.
If you prefer to work with an online specialist that knows the right way of running ads on Instagram, then send us a message to discuss your project.